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Connected TV Will Be Biggest Source Of Growth For TV Ad Spending https://ift.tt/3Ev7kfb The growing number of consumers who watch video on internet-connected devices like smart TVs and mobile phones will continue to drive a shift in television ad budgets, according to a forecast by WPP’s GroupM. The projected expansion for CTV ad spending including U.S. political campaigns will be faster than for the broader television market, which will seesaw between growth and contraction through 2026, the media agency forecast. Changing viewing habits will create a quandary for major brands that have relied on the broad reach of traditional linear TV. Popular streaming services like Netflix, Disney+ and Amazon Prime Video don’t carry advertising, but they are investing heavily in original premium programming that appeals to viewers. “Consequently, the emerging world of television will simply offer fewer opportunities to advertise,” according to GroupM. “As a practical consideration, falling viewership of ad-supported TV in traditional environments will lead to reduced reach potential for campaigns that rely on the medium, which will generally make TV less attractive to many marketers.” Some brands will seek to integrate campaigns on traditional TV with those on video-sharing site YouTube, blurring the lines among TV, digital and search advertising, the report said. The agency published its updated forecast the same day that IPG Mediabrands’ Magna and Publicis Media’s Zenith offered their revised outlooks for growth in ad spending. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 6, 2021 at 01:25PM
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April 2023
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