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    Addressability, Privacy & Public Policy

    The Economic Impact of the Market-Making Internet

    IAB •
    The Economic Impact of the Market-Making Internet

    This research about the economic value of the internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic research is particularly important to the growth of companies, including search and social platforms, content publishers, ad agencies, consumer and B2B brands, as well as the full spectrum of players supporting and supported by the internet.

    Learn more Addressability, Privacy & Public Policy

    Brand Disruption, Strategies & E-Commerce

    Retail, Gaming & the Next Generation: The new ways that Gen Alpha & Gen Z are engaging with retail brands

    SuperAwesome •

    SuperAwesome’s new report explores youth audiences’ influence, new digital habits, and values when it comes to retail, and why gaming is one of the best ways to reach them.
    • Learn why Gen Alpha and Gen Z are so important for retailers.
    • See the new media mix for reaching kids and teens.
    • Explore six strategies for entering the gaming ecosystem.

    Learn more Consumer Research Brand Disruption, Strategies & E-Commerce Digital Media
    Gaming/Esports

    Brand Disruption 2023: Four Key Disruptions Challenging Brands, Retailers, and the Digital Ecosystem

    IAB •
    Brand Disruption 2023: Four Key Disruptions Challenging Brands, Retailers, and the Digital Ecosystem

    Each year IAB releases a seminal brand report exploring how brands and retailers are innovating to address the market disruption driven by the rise of digital B2B platforms, changing media consumption habits, omnichannel shopping, and ongoing privacy legislation—disruptions that have been largely and dramatically accelerated by the pandemic.

    This year’s report, our sixth annual study, identified four key disruptions challenging brands, retailers, and the digital ecosystem, including:

    • Welcome to H-Commerce: Growth Powered by the Fusion of Online and Offline Shopping.
    • A Seismic Shift: The Explosion of the Creator Economy and Redefining “Must-See TV.”
    • Beyond The Hype: The Metaverse Will Be a Shopping Medium.
    • The Privacy Priority: Real-World Repercussions for All.
    Learn more Brand Disruption, Strategies & E-Commerce

    White Paper: Understanding and Serving Consumer Needs during COVID-19 and Beyond

    Experian •

    Beginning in February 2020, a global pandemic caused by the Coronavirus (AKA COVID-19) with no immediate vaccine has led to dramatic actions by public and private institutions. Almost immediately, consumers made significant lifestyle changes that impact how they shop, bank, seek healthcare and provide for their families.

    To explore how organizations can pivot to accommodate these ever-changing consumer needs and concerns, Experian has published a white paper outlining the consumer audience segments, occupations and behaviors most impacted by COVID-19.

    Learn more Brand Disruption, Strategies & E-Commerce

    Overcoming the Diversity Gap in Mobile Gaming

    Meta •

    Gaming has rapidly become the world’s most dominant form of entertainment—in 2020, revenues for the sector were predicted at $159.3 billion globally, surpassing that of TV ($105 billion), movies ($48 billion) and music ($17billion).1 Thanks to growing smartphone and internet penetration, mobile gaming now makes up 57%2 of 2020 global video games revenue. Alongside this growth, today’s gamer population is the most diverse in the industry’s history, encompassing a spectrum of ethnicities, ages, genders, sexual orientations, and abilities.

    Learn more Brand Disruption, Strategies & E-Commerce DEI, Multicultural, and Talent Development

    From Discovery to Purchase: The Role of Community Commerce

    TikTok •

    TikTok, in partnership with Publicis Groupe and WARC, released a white paper exploring the role social communities play in influencing purchase decisions, outlining the huge potential for brands to engage with audiences and increase unplanned purchases by narrowing the funnel between product discovery and purchase through “community commerce,” a new type of social commerce which sits at the intersection of community, shopping and entertainment.

    With the rising importance of a media ecosystem in which audiences can go from product discovery to purchase with little more than a click or tap, this report aims to specifically explore the role that social communities play in influencing purchase decisions, and the major implications it has for media planning.

    Learn more Brand Disruption, Strategies & E-Commerce

    Consumer Research

    The Podcast Landscape in America

    Sounds Profitable •

    In partnership with Signal Hill Insights and some of the leading brands in podcasting, Sounds Profitable commissioned a study of over 2,400 Americans 18+ to understand why they do, or do not listen to podcasts, what the barriers to future growth are, and how we can turn casual listeners into fans of the medium.

    Key findings from this landmark study include:

    • “The Persuadables,” a segment comprising nearly 10% of Americans 18+, are the biggest opportunity for growing new audience in podcasting. Persuadables over-index as female, 55+, and are very receptive to spoken word audio.
    • Americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. An equal percentage of Americans 18+ (44%) found podcasts to be “Entertaining,” “Interesting,” or “Informative,” compared to 14% who indicated that podcasts were “Not for people like me.” Additionally, 19% of all respondents agreed that making a podcast was “something I’d like to do.”
    • The leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. However, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer.

     

    Learn more Digital Audio Consumer Research Digital Media

    Decoding Digital Video Environments

    Meta •
    Decoding Digital Video Environments

    The media landscape has changed rapidly in recent years, with the introduction of new digital ad formats creating both opportunity and increased complexity for advertisers. While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments.

    This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility.

    Despite these differing patterns, brand recognition across the platforms was similar—which suggests that marketers should focus on leveraging each environment’s unique strengths to make the most of their media.

    Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.

    Learn more Digital Media Consumer Research Digital Video

    Intrinsic In-Game Advertising Report

    Frameplay •

    In their inaugural Intrinsic In-game Advertising Report, Frameplay surveyed over 1,200 gamers to understand sentiment toward in-game advertising and perception of intrinsic in-game ads. The survey revealed a preference for ads that do not interrupt gameplay.

    Key findings include:

    • Intrinsic ads aren’t disruptive to gameplay, but gamers still spot them and identify the products they’re advertising.
    • Intrinsic in-game ads are preferred and are gaining traction, despite historical prevalence of interstitial ads.
    • Intrinsic in-game ads are not only the most effective, they’re the least disruptive to the gaming experience. More than twice as many respondents named interstitial (54%) and adjacent (43%) ads as more distracting than intrinsic in-game ads (24%).
    Learn more Consumer Research Digital Media Gaming/Esports

    Retail, Gaming & the Next Generation: The new ways that Gen Alpha & Gen Z are engaging with retail brands

    SuperAwesome •

    SuperAwesome’s new report explores youth audiences’ influence, new digital habits, and values when it comes to retail, and why gaming is one of the best ways to reach them.
    • Learn why Gen Alpha and Gen Z are so important for retailers.
    • See the new media mix for reaching kids and teens.
    • Explore six strategies for entering the gaming ecosystem.

    Learn more Consumer Research Brand Disruption, Strategies & E-Commerce Digital Media
    Gaming/Esports

    The Medium Moves the Message

    Sounds Profitable •

    The Medium Moves the Message is a comparative study of the effects of advertising across three platforms: two broadcast channels (AM/FM Radio, Network/Cable TV) and one on-demand platform, Podcasting. Over 2,000 Americans 18+ were surveyed to understand attitudes towards advertising on all three platforms, demographic differences in core audiences, and how listeners and viewers respond to the brands that support their favorite shows and stations.

    Among the key findings include:

    • Podcasting’s weekly reach 18-34 is nearing that of radio and TV.
    • The median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts.
    • Podcast buys reach net-new consumers when added to TV or Radio buys.
    • Podcast listeners are more likely to subscribe to premium, ad-free content options.
    • Podcast listeners are significantly more positive towards the brands that support the medium than Radio listeners or TV viewers.
    • The leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do with their consumers.
    • The addition of podcasts to a multichannel media mix shows significant mid-funnel effects.
    Learn more Digital Audio Consumer Research Digital Media

    IBM Watson Advertising’s Spring 2023 Seasonal Influencer

    IBM Watson Advertising •

    Spring is finally arriving and bringing with it a new season full of new life and – particularly for brands – new possibilities. A recent survey by IBM Watson Advertising shows that 90% of consumers say being outside in the spring boosts their mood and is a stress relief. That new light of spring also shines a light on distinct changes to consumer behaviors and purchases once warmer weather is in the forecast. Learn more about how brands can heat up demand by tapping into three key consumer trends in the IBM Watson Advertising Spring Seasonal Influencer.

    Learn more Consumer Research

    Four Fundamental Shifts in Advertising & Media

    DoubleVerify •

    In the wake of the pandemic, brands must navigate complex and sensitive issues, from intensifying political polarization to calls for social justice and a looming economic recession. Meanwhile, whether it’s the deprecation of the cookie or the launch of new platforms, technological change is accelerating.

    DoubleVerify’s 2022 Four Fundamental Shifts in Advertising & Media report provides a detailed analysis of over 16,600 consumers across 18 countries, in nine regions, to help advertising and marketing professionals navigate their changing world and refine their media approach. In this report you’ll find four key takeaways:

    • Consumer appetite for content continues to soar – led by CTV, streaming and social
    • Attention is becoming the new media currency
    • The evolution of online shopping presents new opportunities for brands
    • Brand values are essential as consumers demand accountability on mis- and disinformation
    Learn more Consumer Research

    The 2022 Creative Forecast: Five creative behaviors for the future shaped by cultural shifts over the last year

    Meta •

    Each year, Meta Creative Shop looks at how culture has shifted and how the creative climate has changed in response to see what’s on the horizon to help brands connect more deeply with consumers. This year, Meta Creative Shop reviewed 100 standout campaigns on Meta technologies around the world and identified five key creative behaviors rooted in the rebirth of big ideas that are driving business impact. Download the full report to explore the five behaviors in depth.

    Empower the crowd
    Elevate unheard stories
    Shop the moment
    Solve it IRL
    Unlock the you-verse

    Learn more Consumer Research

    IBM Watson Advertising’s Winter 2022-23 Seasonal Outlook

    IBM Watson Advertising •

    Between La Niña and the Polar Vortex, winter 2022-23 promises to keep things interesting, but marketers don’t need to get caught in the cold unprepared. A recent survey by IBM Watson Advertising shows that 80% of consumers are excited about the arrival of winter weather – which will have a direct impact on their consumption and purchase decisions.
    Learn more about what why a rapidly changing winter forecast presents an opportunity for agile marketers, and what you can expect from consumers in the IBM Watson Advertising Winter 2022-23 Seasonal Outlook.

    Learn more Consumer Research

    IBM Watson Advertising’s Fall 2022 Seasonal Outlook

    IBM •
    IBM Watson Advertising’s Fall 2022 Seasonal Outlook

    Are you looking forward to the arrival of fall weather: cooler temperatures, changing leaves, and all things pumpkin? You’re not alone. A recent survey by IBM Watson Advertising shows that 69% of consumers say they feel happy or relieved when fall weather first appears in the forecast. When fall weather does arrive, they say they will make distinct changes to their behaviors, and purchases.
    Learn more about what a fashionably late fall season means for your business and what you can expect from consumers in the IBM Watson Advertising Fall Outlook.

    Learn more Consumer Research

    Unlocking the Metaverse

    YouGov •

    From visiting virtual destinations to trading in-game collectibles, from everyday enjoyment to million-dollar commercial activities, we are hearing more and more about the metaverse, an emerging technology set to revolutionize the future. In March 2022, YouGov conducted an analysis of over 4,000 U.S. and U.K. consumers to understand:

    • The top reasons people are entering the metaverse
    • Which brands resonate most with Metaverse Trialists & Metaverse Curious audience segments
    • The activities, attitudes, and desires driving current and potential users into the metaverse
    • The motivations and concerns of various audiences across the metaverse adoption cycle
    Learn more Consumer Research

    COVID-19 Consumer Sentiment Research

    TrueX •

    The COVID-19 pandemic is changing how we live, work, and make decisions. For the advertising industry, that means reassessing our relationship with consumers. Using TrueX’s UP//LIFT survey technology built to assess the brand funnel impact of advertising campaigns, the organization is continually monitoring consumer sentiment and outlook in the wake of COVID-19 and what roles audiences want brands to play.

    Learn more Consumer Research

    Data & Measurement

    Retail Media 2023: Operational Strategies for Growth

    IAB •
    Retail Media 2023: Operational Strategies for Growth

    By enabling advanced personalization and closed loop measurement, Retail Media has quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (+22% YoY to $38B) and is expected to more than double across the next 5 years to $107B* as incremental and reallocated funds are funneled into its ecosystem.

    However, to meet these growth projections, the channel is faced with some issues that need to be addressed. Ad buyers have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standard and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and lacks in expertise regarding each other’s businesses that lead to misaligned goals.

    Retail Media 2023: Operational Strategies for Growth provides additional insights on Retail Media overall and offers recommendations for the ecosystem. In order to help the industry solve these issues and realize the channel’s full potential, IAB partnered with BWG Strategy to survey 200 RMN ad buyers at brands and agencies and conduct over 30 interviews with senior decision-makers at retailers, brands, agencies and intermediaries (i.e., DSPs, SSPs, data providers) to understand what’s working, what’s not working and what’s needed for all parties to operate at their full potential in the RMN ad ecosystem.

    Learn more Data & Measurement

    Global Digital Industry Advertising Spend Trends Q1 2023

    PubMatic •

    PubMatic’s Quarterly Ad Spend report was created to provide both publishers and advertisers with insights into the changing trends of the advertising industry. Download the infographic to gain insights into the key digital trends from Q1 2023’s advertising spend data, including data by industry vertical.

    Learn more Data & Measurement

    State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem

    IAB •
    State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem

    As the digital ad industry continues to suffer from signal loss and the evolution of state-level privacy legislation, the demand for privacy-preserving technology that enables critical, data-driven advertising has never been greater.
    As part of our sixth annual State of Data initiative, IAB has commissioned Ipsos to examine how data clean rooms (DCRs) and other privacy-preserving technology, including customer data platforms (CDPs), consent management platforms (CMPs), data management platforms (DMPs), and identity solutions are being managed and activated.

    A survey of 200 data decision-makers at brands, agencies and publishers, and 20 in-depth interviews reveals that although some companies leverage the capabilities that DCRs offer beyond privacy, most are not using the advanced measurement capabilities. In fact, most data leaders are only scratching the surface with their current use of DCRs.

    This report provides ad buyers and sellers, as well as providers of privacy-preserving technology, actionable insights regarding onboarding and adoption, use cases, challenges, and opportunities moving forward with DCRs and other privacy-preserving technology. For key findings – including a list of five things you need to know – and detailed insights, download the report.

    Learn more Data & Measurement

    2023 Outlook Survey: Ad Spend, Opportunities, and Strategies for Growth

    IAB •
    2023 Outlook Survey: Ad Spend, Opportunities, and Strategies for Growth

    This 2023 Outlook Survey was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2023 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.

    This study provides:

    • A view into overall spend as well as at the channel and category levels
    • A perspective on opportunities and strategies for growth
    • Insights into two key, growing spaces: retail media networks (RMNs) and emerging technology (e.g., metaverse, NFTs, AR, etc.)
    Learn more Data & Measurement All Digital Media

    Measurement 360: An advanced way to think about measurement strategy

    Meta •

    As the media landscape continues to change, purchasing behaviors are becoming increasingly complex, but advertisers still need a holistic view of the consumer across their entire journey. To enable advertisers to gain this holistic view of the customer journey in an agile, privacy-safe way and figure out if (and how) their strategies are actually working, Meta, in collaboration with Deloitte, developed a measurement framework called Measurement 360. Measurement 360 helps advertisers utilize multiple measurement solutions in a connected framework to track all components of a brand’s marketing strategy. Download the full report to explore Measurement 360 in-depth and understand the 6 steps organization can take to implement the framework.

    Learn more Data & Measurement

    State of Data 2022 (Part II): Preparing For The New Addressability Landscape

    IAB •
    State of Data 2022 (Part II): Preparing For The New Addressability Landscape

    The State of Data 2022 Part II: Preparing for the New Addressability Landscape report marks the fifth year and sixth installment of IAB’s State of Data research, which examines how changes in privacy legislation, the deprecation of third-party cookies and identifiers, and platform policies are affecting data collection, addressability, measurement, and optimization. For this installment, IAB commissioned MediaScience to conduct a qualitative research study on how brands, agencies, and publishers are evolving their approach to consumer privacy, as well as working with their internal and external partners to meet consumer privacy expectations. Key insights include:

    • The New Privacy Landscape: Interviewee perceptions of the landscape along with a self-assessment of preparedness, financial impact, and changes in privacy legislation
    • Current Approaches: How interviewees are navigating the landscape, i.e., what can and is being done in terms of data collection, enrichment, addressability, and more
    • Recommendations: Consumer trust & value exchange
    Learn more Data & Measurement

    State of Data 2022: The Measurement Dilemma

    IAB •
    State of Data 2022: The Measurement Dilemma

    The IAB State of Data 2021 report revealed industry leaders believed they were infinitely more prepared for the deprecation of third-party cookies and identifiers than their organizational readiness demonstrated. This lack of preparedness should have served as a call to action for industry leaders to both educate themselves and implement these imminent and ever-evolving standards, caused by updates to privacy and compliance regulations, the emergence of new business and technical requirements, platform upgrades, and the evolution of rules and mandates by technology companies such as Apple, Facebook, and Google. While the industry’s sense of preparedness grows, actual implementation has made little progress.

    Learn more Data & Measurement

    Changing the Narrative on Bias in Advertising

    IBM Watson Advertising •

    This report contains initial research findings from IBM Watson Advertising on using artificial intelligence to detect and mitigate unwanted bias in advertising technology, a research initiative they began in Summer 2021. For this initial study, IBM Watson Advertising partnered with The Ad Council to understand the possible presence of unintended bias in algorithms and data from a creative message testing effort in their COVID-19 awareness campaign, “It’s Up to You,” the largest U.S. vaccination education effort to date. The campaign ran in late spring 2021 and focused on helping drive awareness of the available vaccine options.

    The work so far has revealed several learnings and opportunities about the presence of bias in advertising and led to additional paths for exploration. One of the most significant observations is: bias can exist in the data and algorithms that are employed for digital advertising, and that bias is not always immediately observable to the human eye.

    Learn more Data & Measurement

    2021 Fall Impact Study

    IAB •
    2021 Fall Impact Study

    This is the second of two studies conducted by IAB in 2021 to provide the ad-supported internet ecosystem with insights into buyer investments and trends needed for strategic planning. The first study (conducted March 2021) provided a baseline for ad spend in 2021 by channel.

    This Fall Impact report provides insight into whether ad investments, planning, strategies, and tactics are shifting for 2022.  The survey was completed by those with line of sight into budgets, strategies, placements, and campaign KPIs.

    Learn more Data & Measurement Digital Media

    DEI, Multicultural, and Talent Development

    Gender & Age Diversity in Global Ad Creative

    Extreme Reach •

    Expanding upon its January 2023 report on diversity and accessibility benchmarks for the North American ad industry, this new global study from Extreme Reach leverages artificial intelligence and machine learning models to analyze how gender and age are represented within publicly available video creative across nine global regions—including 16 individual countries. The report provides the industry with large-scale benchmark tracking and enables businesses to set goals and understand their specifics efforts in this area.

    Learn more DEI, Multicultural, and Talent Development

    Diversity in Ad Creative: Gender, Age, Race & Ethnicity Benchmarks

    Extreme Reach •

    A new report from Extreme Reach analyzes 1 million ads deployed in North America, on digital platforms and linear TV over a four year period (January 2019-October 2022), assessing each ad for its composition by ethnicity, race, gender, and age. The large-scale, first-of-its-kind study leverages artificial intelligence and machine learning, supported by human quality check, to scan and analyze ads across 27 verticals.

    Learn more DEI, Multicultural, and Talent Development

    Overcoming the Diversity Gap in Mobile Gaming

    Meta •

    Gaming has rapidly become the world’s most dominant form of entertainment—in 2020, revenues for the sector were predicted at $159.3 billion globally, surpassing that of TV ($105 billion), movies ($48 billion) and music ($17billion).1 Thanks to growing smartphone and internet penetration, mobile gaming now makes up 57%2 of 2020 global video games revenue. Alongside this growth, today’s gamer population is the most diverse in the industry’s history, encompassing a spectrum of ethnicities, ages, genders, sexual orientations, and abilities.

    Learn more Brand Disruption, Strategies & E-Commerce DEI, Multicultural, and Talent Development

    Digital Media

    All Digital Media

    2023 Global Insights Report

    DoubleVerify •

    DoubleVerify’s 2023 Global Insights Report examines media quality and performance trends from over 1,000 customers in nearly 100 countries. Download our comprehensive report to learn more about:

    • The state of media quality across fraud, viewability and brand suitability – including regional highlights
    • What it looks like when you leave your campaigns unprotected
    • The case for “always-on” verification
    • A closer look into media quality on CTV, gaming, retail media and audio
    • The role of attention metrics in shaping optimization efforts and – ultimately – campaign performance
    Learn more Digital Media All Digital Media

    Internet Advertising Revenue Report: Full Year 2022

    IAB •
    Internet Advertising Revenue Report: Full Year 2022

    After record-breaking growth in 2021, internet advertising revenue has slowed but still delivered double-digit growth in 2022. That’s according to the newly released “IAB Internet Advertising Revenue Report: Full Year 2022,” conducted by PwC.

    Between 2021 and 2022, internet advertising revenues grew 10.8% year-over-year (YoY) totaling $209.7 billion and overall revenues increased $20.4 billion YoY. Q1 saw the highest growth of 21.1% followed by Q2 at 11.8%, resulting in ad revenues for the first half of the year surpassing $100 billion for the first time. Revenues slowed in Q3 (8.4%) and Q4 (4.4%).

    Learn more Digital Media All Digital Media

    2023 Outlook Survey: Ad Spend, Opportunities, and Strategies for Growth

    IAB •
    2023 Outlook Survey: Ad Spend, Opportunities, and Strategies for Growth

    This 2023 Outlook Survey was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2023 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.

    This study provides:

    • A view into overall spend as well as at the channel and category levels
    • A perspective on opportunities and strategies for growth
    • Insights into two key, growing spaces: retail media networks (RMNs) and emerging technology (e.g., metaverse, NFTs, AR, etc.)
    Learn more Data & Measurement All Digital Media

    Internet Advertising Revenue Report: Full Year 2021

    IAB •
    Internet Advertising Revenue Report: Full Year 2021

    U.S. digital advertising experienced tremendous growth in 2021. During the past year, the industry was able to capitalize on the resurgence of marketing budgets throughout the year (following a decline in Q2 of 2020) and the influx of isolated consumers who relied on digital media as their primary connection during the pandemic. Overall, digital ad revenue increased 35.4% year-over-year—the highest growth since 2006.

    Digital ad revenues benefited as the entire digital market has expanded. According to a study by Deighton Associates, commissioned by IAB, the internet economy has grown seven times faster than the U.S. economy over the past four years and now accounts for 12% of the U.S. GDP. As consumer time spent and attention on digital media channels continues to grow, advertising expenditures allocated to digital media are following, particularly across digital video (including CTV/OTT), digital audio, social media, and search. Advertisers also looked to capitalize on opportunities to message consumers who, buoyed by government stimulus packages and a reopening economy, increased spending in 2021.

    Learn more Digital Media All Digital Media

    IAB Outlook: 2022 Digital Ad Ecosystem Report

    IAB •
    IAB Outlook: 2022 Digital Ad Ecosystem Report

    The US digital advertising industry defied expectations with yet another year of double digit growth, and in 2021, is expected to remain a bright spot in an otherwise tough year.

    Seismic changes are looming, however. Industry leaders urge us all to focus on changing consumer expectations, regulatory reforms and a clear and present talent crisis—or risk not only growth, but relevancy.

    IAB and PwC have conducted interviews with approximately 20 thought leaders within the digital advertising ecosystem who have provided consensus around three key areas to keep top of mind when strategizing for 2022 success:

    Learn more Digital Media All Digital Media

    Digital Audio

    The Podcast Landscape in America

    Sounds Profitable •

    In partnership with Signal Hill Insights and some of the leading brands in podcasting, Sounds Profitable commissioned a study of over 2,400 Americans 18+ to understand why they do, or do not listen to podcasts, what the barriers to future growth are, and how we can turn casual listeners into fans of the medium.

    Key findings from this landmark study include:

    • “The Persuadables,” a segment comprising nearly 10% of Americans 18+, are the biggest opportunity for growing new audience in podcasting. Persuadables over-index as female, 55+, and are very receptive to spoken word audio.
    • Americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. An equal percentage of Americans 18+ (44%) found podcasts to be “Entertaining,” “Interesting,” or “Informative,” compared to 14% who indicated that podcasts were “Not for people like me.” Additionally, 19% of all respondents agreed that making a podcast was “something I’d like to do.”
    • The leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. However, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer.

     

    Learn more Digital Audio Consumer Research Digital Media

    The Podcast Opportunity: Buyer Perceptions of Podcast Advertising

    Sounds Profitable •
    The Podcast Opportunity: Buyer Perceptions of Podcast Advertising

    Sounds Profitable, in partnership with Digiday and Signal Hill Insights, conducted qualitative interviews and a quantitative survey of over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium.

    This report features a set of clear marching orders for the space for both education and evolution, and shines a light on what podcasting can do in the future to continue to earn its rightful share of advertising dollars. Among the findings:

    • Podcasting’s “top of mind awareness” with agencies and brands
    • The state of adtech, from measurement to brand safety
    • The role of programmatic – and what holds it back
    • Strengths and weaknesses of podcast advertising
    • …and more
    Learn more Digital Media Digital Audio

    U.S. Podcast Advertising Revenue Report: 2022 Revenue & 2023-2025 Growth Projections

    IAB •

    The seventh annual IAB U.S. Podcast Advertising Revenue report, prepared for IAB by PricewaterhouseCoopers LLP (“PwC”), quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2025.

    Following a year of unprecedented growth for the overall digital advertising industry in 2021, 2022 was a year of headwinds related to a slowing economy resulting in pullbacks on advertising and marketing spend.

    Despite these macroeconomic factors, U.S. podcast ad revenues showed resilience by growing 26% YoY to $1.8B. In fact, podcasting continues to be one of the fastest growing digital channels, outpacing the total internet ad market.

    Download the report to gain insight into podcast ad revenue trends and projections, breakouts by ad category and content genre, and for key industry developments and recommendations for how to capitalize on these trends.

    Learn more Digital Audio Digital Media

    The Medium Moves the Message

    Sounds Profitable •

    The Medium Moves the Message is a comparative study of the effects of advertising across three platforms: two broadcast channels (AM/FM Radio, Network/Cable TV) and one on-demand platform, Podcasting. Over 2,000 Americans 18+ were surveyed to understand attitudes towards advertising on all three platforms, demographic differences in core audiences, and how listeners and viewers respond to the brands that support their favorite shows and stations.

    Among the key findings include:

    • Podcasting’s weekly reach 18-34 is nearing that of radio and TV.
    • The median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts.
    • Podcast buys reach net-new consumers when added to TV or Radio buys.
    • Podcast listeners are more likely to subscribe to premium, ad-free content options.
    • Podcast listeners are significantly more positive towards the brands that support the medium than Radio listeners or TV viewers.
    • The leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do with their consumers.
    • The addition of podcasts to a multichannel media mix shows significant mid-funnel effects.
    Learn more Digital Audio Consumer Research Digital Media

    2022 Podcast Report: U.S. Podcast Landscape Year-End Recap, Trends & Takeaways

    Triton Digital •

    Triton Digital’s inaugural U.S. Year-End Podcast Report provides insights into the evolving U.S. podcast landscape over the course of 2022, such as listening habits and audience demographics, top podcasts and networks, debuts, and more.

    According to the report, podcast downloads increased by 20% in 2022 over the prior year, with an average of 3.8 hours of content downloaded per listener, per week. Other notable findings include:

    • Listeners downloaded 5.6 episodes per week, on average, and News was the most downloaded genre, followed by Comedy and True Crime;
    • Monthly podcast listeners are younger than the general population with over 25% of monthly podcast listeners between the ages of 25 to 34, and tend to skew more male;
    • Compared to the general U.S. population, podcast listeners tend to have a higher household income (121 index for HHI $100K+), be more educated (131 index for College Graduate+) and be more diverse (115 index for Hispanic ethnicity, 109 index African American);
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    IAB Digital Audio Measurement Guide 2022

    IAB •
    IAB Digital Audio Measurement Guide 2022

    The IAB Digital Audio Measurement Guide offers a menu of existing measurement solutions and standardized metrics that enables buyers and brands to better understand how and whether their campaigns are moving the needle on brand and performance KPIs.

    This document, in partnership with the IAB Audio Committee and IAB Audio Board, highlights the basic pillars of digital audio and podcast measurement. It also includes examples of companies that provide services to support the different measurement types. Download this useful strategic and operational guide to help build your digital audio strategy.

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    Digital Video

    Decoding Digital Video Environments

    Meta •
    Decoding Digital Video Environments

    The media landscape has changed rapidly in recent years, with the introduction of new digital ad formats creating both opportunity and increased complexity for advertisers. While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments.

    This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility.

    Despite these differing patterns, brand recognition across the platforms was similar—which suggests that marketers should focus on leveraging each environment’s unique strengths to make the most of their media.

    Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.

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    Global CTV & Creative Insights

    Innovid •

    To get a snapshot into how creative and media strategies are being adapted today, Innovid analyzed +330 billion video ad impressions served on its platform between Jan. 1-Dec. 31, 2022. Looking across CTV, mobile, and desktop devices, the report provides a snapshot of video ad insights and a view into how advertisers are adapting media and creative strategies for a market in flux.

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    2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation

    IAB •
    2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation

    Now in its tenth year, the IAB 2022 Video Ad Spend & 2023 Outlook report provides a lens into the trends within the TV/video market and offers guidance for buyers and sellers on how they can position and differentiate their strategies based on the market opportunity.

    IAB, in partnership with Standard Media Index (SMI) and Advertiser Perceptions, quantified total U.S. digital video advertising spend estimates for 2020 through 2022 and projected for 2023. Over 300 video buyers were also surveyed across agencies and brands to better understand the tactics behind one of the fastest growing and most complex channels in digital advertising.

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    The State of CTV Advertising Report – 2H 2022

    TVision •

    2022 was a tipping point for CTV. The industry has officially embraced ad-supported subscription models as traditional SVODs like Netflix and Disney+ began to roll out ad-friendly tiers. Rapid changes like these are creating many new opportunities for media buyers and sellers alike, but also many important questions as they strive to keep up. TVision’s 2H 2022 guide into the CTV landscape offers transparent insight into these questions and more.

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    The Great Unification of Converged TV

    Innovid •

    As content and consumption evolve to meet the needs of modern viewers, brands and agencies are challenged by a fragmented media landscape – one that is no longer bound by time, platforms, locations, or devices. To better understand today’s “converged TV” market – which encompasses linear TV, CTV, and digital video ads delivered via desktop and mobile – Innovid worked with a third-party firm to survey more than 250 brand and agency advertisers in September 2022. The report findings highlight the industry’s need for a unified view of advertising and audiences, better understanding of cross-platform campaign performance, and relevant, actionable insights to reach and engage with the right consumers “where they are.”

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    Greater Transparency Will Bring More Spend to CTV/OTT

    PubMatic •

    Demand is soaring for quality CTV programming and advertisers and publishers both stand to benefit. What’s needed to take programmatic streaming revenues to the next level? Data-driven transparency that gives buyers the confidence they can reach the audiences they desire, across content and screens. New research from PubMatic and Advertiser Perceptions highlights the opportunity that transparency brings to both advertisers and publishers on CTV media inventory.

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    Global Benchmarks Report: CTV Takes Center Stage

    Innovid •

    To understand how connected television (CTV) and video advertising trends evolved during a year of uncertainty, Innovid analyzed over 286 billion global video ad impressions from January to December of 2021. Researchers looked across mobile, desktop, CTV devices, and social platforms to inform an in-depth analysis of video advertising and gain benchmarks and insights globally. This report aims to equip marketers with insights and best practices for their video advertising strategies as we move into a new marketing landscape.

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    2021 Video Ad Spend & 2022 Outlook

    IAB •
    2021 Video Ad Spend & 2022 Outlook

    Now in its ninth year, the IAB 2021 Video Ad Spend & 2022 Outlook study provides a lens into the trends within the digital video market and offers guidance for buyers and sellers on how they can position and differentiate their video initiatives based on where the challenges and opportunities reside.

    To quantify the size and growth rate of the digital video market (including CTV, social media, and short-form), IAB, in partnership with Standard Media Index (SMI) and Advertiser Perceptions, has released in this study the first-ever total U.S. digital video advertising spend estimates for 2020 and 2021 and projections for 2022.

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    Understanding Bias in AI for Marketing

    IAB •
    Understanding Bias in AI for Marketing

    Companies that seek to be successful in the future should develop genuine relationships with their customers, built on trust. Customers reward these companies with deep engagement around products and services and accompanying brand loyalty which often cannot be acquired through monetary means. Marketing and advertising are key practices for developing customer relationships.

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    Gaming/Esports

    Intrinsic In-Game Advertising Report

    Frameplay •

    In their inaugural Intrinsic In-game Advertising Report, Frameplay surveyed over 1,200 gamers to understand sentiment toward in-game advertising and perception of intrinsic in-game ads. The survey revealed a preference for ads that do not interrupt gameplay.

    Key findings include:

    • Intrinsic ads aren’t disruptive to gameplay, but gamers still spot them and identify the products they’re advertising.
    • Intrinsic in-game ads are preferred and are gaining traction, despite historical prevalence of interstitial ads.
    • Intrinsic in-game ads are not only the most effective, they’re the least disruptive to the gaming experience. More than twice as many respondents named interstitial (54%) and adjacent (43%) ads as more distracting than intrinsic in-game ads (24%).
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    Retail, Gaming & the Next Generation: The new ways that Gen Alpha & Gen Z are engaging with retail brands

    SuperAwesome •

    SuperAwesome’s new report explores youth audiences’ influence, new digital habits, and values when it comes to retail, and why gaming is one of the best ways to reach them.
    • Learn why Gen Alpha and Gen Z are so important for retailers.
    • See the new media mix for reaching kids and teens.
    • Explore six strategies for entering the gaming ecosystem.

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    Gaming/Esports

    Finding Success with In-Game Advertising

    IAB •
    Finding Success with In-Game Advertising

    “Finding Success with In-Game Advertising: Perceptions of Buyers and Sellers”, the new IAB study of over forty brands, agencies, ad tech companies, game developers, and publishers conducted in partnership with MediaScience, reveals that investments in gaming are not nearly at the levels they should be due to five lingering misperceptions.

    Two out of every three Americans play video games through various platforms (ESA, 2022), and gaming is third only to TV and social media in terms of where audiences spend their time (Newzoo, 2023)–yet gaming captures less than 5% of advertiser budgets.

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