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2024: The Year Streaming Ads Stole the Remote
Think of 2024 as the blockbuster year where streaming ads finally grab the popcorn and steal the show. Linear TV? That's your grandpa's Oldsmobile in a Tesla world. Viewers are switching channels to streaming faster than a cat video goes viral. The 2024 Olympics and election might give linear TV a temporary sugar rush, but let's face it: the real party's happening in streaming land. And while TV networks play a losing
game of 'higher prices, fewer viewers,' streaming services are rolling in ad dough. 1. Streaming Services: Raking in the Ad Bucks Streaming giants are now playing Monopoly with real money, and ads are their 'Go' square. With subscription prices going up and ad-supported plans becoming all the rage, platforms like Netflix, Hulu, and Paramount+ are laughing all the way to the bank. More ads? More money. It's the new
streaming mantra, even for Netflix, who once thought ads were about as cool as a dad joke. 2. The Great Ad Price Equalizer Once upon a time, Disney+ and Netflix thought they could charge a king's ransom for ads. Fast forward to reality: they've had to slash prices to keep up in the streaming rat race. Meanwhile, YouTube is playing it cool with lower ad prices, thanks to its endless stream of cat videos and DIY
tutorials. The ad market is no longer a private club for the big three; it's a crowded party where everyone's vying for a piece of the pie. 3. Amazon: The New Sheriff in Ad Town Amazon is about to turn the streaming ad market into its own Prime territory. By bringing ads to Prime Video, they're set to skyrocket up the digital ad seller rankings. This isn't just a win for Bezos and co.; it's a seismic shift in the
streaming ad landscape. 4. The CTV Viewership Explosion Connected TVs are multiplying like rabbits, and every new device is another set of eyeballs for streaming ads. This boom in CTV viewership is a giant neon sign for advertisers: the future is now, and it's streaming in 4K. 5. The Rise of Programmatic CTV Ads As viewers flock to
streaming, advertisers are following with truckloads of programmatic CTV ad spend. This isn't just a trend; it's a mass migration to the land of targeted, efficient advertising. 6. Pinpoint Precision in Targeting Streaming ads are like Cupid's arrows, hitting the bullseye of audience targeting. Advertisers can now segment their audience by demographics, behavior, location, and even the show they're binge-watching.
It's a level of precision that makes old-school TV ads look like throwing darts in the dark. 7. Shop While You Stream Shoppable ads are turning passive viewers into instant shoppers. With a few clicks, you can go from watching a cooking show to buying the chef's blender. It's a game-changer for advertisers, turning every ad break into a potential shopping spree. 8. CTV: The Heart
of Cross-Channel Campaigns CTV isn't just another advertising channel; it's becoming the star player in the cross-channel advertising league. By integrating CTV into broader campaigns, advertisers can weave a richer, more compelling narrative across multiple platforms. 2024 is setting the stage for a revolution in streaming advertising. As traditional TV fades into the background, streaming platforms are stepping up with
innovative ad formats, targeted strategies, and integrated campaigns. For advertisers, it's an exciting, uncharted world filled with opportunities to connect with audiences in new and engaging ways. So, marketers, get ready: the streaming era is here, and it's full of surprises!
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🕵️♂️🤔💻 Google's in hot water! They're close to settling a lawsuit for secretly collecting data, even when users thought they were stealthy in Chrome's incognito mode. 🕵️♀️👀 Plaintiffs in California and Florida called Google out in 2020, saying "Surprise! You're not as private as you think!" Google tried to say "But you agreed to this in the fine print! 📄✍️," but the judge was like "Nope, not
clear enough." 🚫📖 Now, Google might have to promise to behave, but no word on the 💰 details yet. #SneakyGoogle 🐱💻🔍📉
🚀💼 LinkedIn's ad game is leveling up! As X (you know, the bird app 🐦) faces drama under Elon Musk, advertisers are flocking to LinkedIn. 💸👩💼 Ad prices there? Up 30% in a year! Think $300 per 1K views, while Meta's at a cool $10-$15. 📈💰 LinkedIn's
still a small fish in the big ad pond (1.5% market share), but hey, they're growing – almost $4 billion in ad revenue in 2023! 📊💹 Meanwhile, Meta and Google dominate with 21% and 27%. The twist? Brands are loving LinkedIn's pro vibes. 🤝🏢 After Musk's "colorful" advice to advertisers, LinkedIn swooped in like, "We're the respectful ones!" 🕊️🛡️ Plus, they're evolving: from job-hunting to a B2B social hub, targeting the C-suite
crowd (11% growth, baby!). 🎯👔 And guess what? They're even dabbling in connected TV ads and fancy premium slots. LinkedIn's not just about resumes anymore! 🌐📺 #LinkedInLevellingUp 📈👨💼🚀
🌐🚨 X Corp (the new face of Twitter) is caught in a legal tussle with the Center for Countering Digital Hate (CCDH). They're pointing fingers at the CCDH for playing digital vigilante and scraping sensitive data. X
Corp's stance? "Hey, there's a line, and you crossed it!" 📜👮♂️
The CCDH was on a mission to expose hate speech on the platform, even citing some pretty controversial tweets. 🕵️♂️🤐 But X Corp, already dealing with a plummeting ad revenue post-Musk takeover, says, "Nope, not cool!" and slaps them with a lawsuit. They're accusing the anti-hate group of breaking the rules, cherry-picking data, and hacking into their systems. 🚫💼🖥️ It's a showdown of ethics vs. legality, with X Corp defending its turf and CCDH claiming their actions as newsgathering. The court's in session soon, and everyone's waiting to see who will have the last tweet in this digital drama. 🏛️💬👀 #TechTensionRises 📈🔒📢
🚀🎥 Want to rock YouTube in the next year? Check out 2023's top ads for inspo! 💡 Sure, big brands with celebs dominated, but here's the real deal for everyone else: 🌟 Collaborate with niche influencers that fit your budget for impactful ads. 🤝 Shorts are your new best friend, boosting conversions by up to 20%. 🩳 Long-form storytelling? It's hot right now! 📖 And get this: AI's not just sci-fi;
it's boosting Video Reach Campaign returns by 3.7x compared to manual efforts. 🤖💰
🤖👶 The FTC is shaking up the digital playground! They've proposed new rules to tighten the reins on behavioral advertising targeting kids under 13. 🍪🛑 It's a double consent game now - companies need a thumbs-up from parents both to collect and to share kiddos' data for ads. 🛠️🔒 This is part of sprucing up the 25-year-old COPPA law, making sure personal
info like cookies and IP addresses gets parental green light. 📱🚫 The FTC is also pondering over contextual ads and whether they need a parental nod. Although it's not a total makeover, it's definitely a step towards more online safety for the little netizens. 🛡️🎉 Some are breathing a sigh of relief, while others applaud the move towards protecting kids in the age of AI. The digital world's waiting to see how this plays out, with a 60-day comment window once it hits the Federal Register.
📝🗓️
🎮📱 TikTok's gaming marketing team is leveling up! 🚀🌟 Celebrating their 1-year anniversary, they're geared up for more growth in 2024. They've proven TikTok's worth to game devs as a primo ad channel. 🎉🕹️ Check out their scorecard: A year since launch, they've got some wild engagement stats. Example: #gta6 hit a whopping 12.5 billion views in just days! 📈🌐 Their case studies show serious impact, like 814K paid
installs for one mobile game. 📊👾 Despite ByteDance's shift away from game development, TikTok's gaming ad game is unaffected. 🛡️🔥 They're eyeing TikTok as a key player in IP marketing, blending gaming with entertainment. 🎬🌍 With plans to expand in 2024, they're exploring new territories like e-commerce, thinking of letting gamers buy directly through the app. 🛒🔮 Justin Hochberg even says, "TikTok is the new Google" for this gen's shopping and communication. 🤳💭 The future's looking
bright and game-tastic for TikTok! 🌈🕹️ (DIGIDAY)
🎉🥔🌟 Kellanova's Pringles and The Caviar Co.'s unlikely alliance has turned the snack world on its head, birthing an upscale potato chip-caviar sensation! 🍽️🐟 Initially flaunted at Coachella's high-profile Interscope House, this gourmet pair tickled taste buds and lit up social media. 🎵📸 The combo's big break? A cameo on "Real Housewives of New York," propelling it to viral fame with a staggering 10 billion
TikTok views. 📺🚀 These snack innovators didn't just stop there; they meticulously crafted a limited-edition online store, dazzling snack enthusiasts with an array of Pringles and caviar kits. 🛍️🔬 Complete with swanky gold caviar keychains and spoons, this snack duo is now a symbol of culinary creativity. 🗝️🥄 Reflecting on this snack saga, we see a tale of social media power and the unpredictable nature of trendsetting, where a quirky snack pairing can captivate the world's attention and
redefine what it means to indulge. 🌐💬 #PringlesCaviarCraze 🌊
🔥📊 Over half of UK marketers (51%) are on the edge of burnout, especially the younger crowd aged 25-34 at 57%! 🧑💻📈 Senior marketers (over 55) are a bit more chill, with 38% worried about burning out. 😌👴 The root of the stress? Tough economic times squeezing client budgets, and fears of lagging behind global competition. 💸🌍 But there's a silver lining: 75% feel their
mental health is taken more seriously post-pandemic, and 57% thumbs-up their company’s mental health initiatives. 👍❤️ Hybrid working, though, gets mixed reviews: 39% say it's zapping team creativity. 🏠💡
🤖💼 Google's in a big shuffle mode! They're looking at possibly slimming down their massive 30,000-person ad team. 📉👥 Why? They're betting big on AI and machine learning to jazz up ad buying on platforms like YouTube and Search. 🚀🖥️ This
tech is not just a show-off; it's expected to rake in billions! 💸📈 But, the plot thickens as Google's boss, Sundar Pichai, spilled some beans about past layoffs (ouch, 12,000 people!) and admitted it hit the team's morale. 😬💬 Amidst the tech giants' layoff trend, Google's not alone; Amazon, Snap, and Zillow are also trimming their squads. 🛠️👋 And in Google's voice assistant wing? A goodbye wave to 20 data scientists. Alphabet's employee count? It's a rollercoaster, from 190,234 to 181,798
in just a few months. 🎢📊 What's next in this tech reorg saga? The digital world's watching. 🌐👀
New Jersey's latest tech drama 🎭: lawmakers want to play digital parents 👪, pushing a bill that says "no social media for minors under 18 without a nod from mom and dad." It's déjà vu with Utah and Arkansas, but they're stuck in legal limbo ⚖️. A U.S. judge already gave Arkansas' version a big "nope" 🚫, citing First Amendment concerns.
Meanwhile, NetChoice, the tech industry's knight in shining armor, is suing Utah 🤺 and eyeing New Jersey, calling these laws free speech party poopers 🎉💔 and a hacker's dream come true for personal data 🕵️♂️. What a tangled web we weave! 🕸️
Time's ringing in 2024 with a bang 💥! They've crowned Dan Macsai as their first-ever Chief Events Officer 👑, riding high on a 70% spike in U.S. event moolah 💰 and a cool 14% upswing internationally.
Jessica Sibley, Time's CEO, is playing coy with the exact figures, but whispers suggest it's in the hefty eight-figures 💸. From a modest 10 events in 2022 to a bustling 27 in 2023, and now aiming for 33 next year, including a debut bash for Time Health 🥂. Macsai's squad has more than doubled, bringing fresh faces in design, sales, and more. It's not just Time getting the party started; Bloomberg, Semafor, and others are joining this event extravaganza 🎉. With 80% of publisher pros eyeing
events as the next big thing, it's clear that in the media world, it's time to dance or get off the floor 💃🕺!
🚀 YouTube is revolutionizing its ad game with a handy self-service feature, allowing advertisers to effortlessly reserve spots in YouTube Select Lineups, Select Shorts, and YouTube TV Lineups. This means getting a set number of impressions for every 1,000 views just got easier! 📊🎥 On the other
side, TikTok is expanding its playground to larger screens, embracing tablets and foldables. This upgrade brings a sharper video feed and flexible navigation with both landscape and portrait modes, potentially boosting the appeal of TikTok Ads. More screen real estate? That's likely to mean more eyes on ads, offering a bigger stage for advertisers to shine! 📱➡️📺✨
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For a deeper understanding of digital identity in advertising, our round table discussion with industry experts is a must-watch. The panelists delve into the challenges marketers face in this evolving landscape, emphasizing the need for adaptability in response to regulatory changes and platform shifts.
They highlight the importance of balancing precise advertising with user privacy and underscore the potential of contextual advertising and local/geo-targeting. Key topics include the role of first-party data, collaboration within walled gardens, AI's influence in privacy debates, and navigating user perceptions. The discussion also touches on the impact of government regulation and the criticality of industry education. This comprehensive conversation offers valuable insights for marketers
navigating the post-cookie era and the future of identity in 2024.
WATCH NOW
Identity Icing: Shaping Marketing Identity in a Post-Cookie World
The marketing world is at a crossroads with the decline of third-party cookies. This once ubiquitous and economical tool, embraced by publishers, advertisers, and agencies alike, is now
nearing its end. Triggered by a combination of heightened data protection regulations and consumer privacy concerns, this shift challenges the core practices of targeted advertising and inventory monetization. The question that now looms large is how brands and publishers can adapt to maintain effectiveness without these digital mainstays. Folks who have been baking cookies for all this time, suddenly are being told they need to make cake, and frankly, they were bad bakers to start with. READ MORE OF THIS STORY
YAHOO RISES FROM THE DIIGITAL ASHES
Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a
revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an AI-powered suite that’s redefining the landscape of digital advertising. READ THE STORY AND LEARN MORE
Billion-Dollar Blindspots: The ANA Report’s Eye-Opening Revelations
In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood
intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023. It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head. READ MORE
Roblox Roulette: Why Some Brands Win, and Others Just Lose
A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led
many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE
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OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART
In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the
first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity.
READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS
As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in the world of advertising technology (AdTech). This burgeoning field, a
confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
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