Multiscreen TV, traditional or streaming TV, remains a key channel for brand awareness, but many brands have shifted to social media to drive immediate results and lower-funnel goals.
Television has always been a premier marketing channel for brands to reach audiences and build awareness. But the search for new customers has caused brands to turn to platforms like social media and its last-click attribution promise, forgoing the power of premium video for lower-funnel results.
According to recent reports, political ad spend continues its upward trajectory with the 2024 election cycle seeing the most spend in any cycle to date – hitting a record-breaking $11 billion.
With disposable income topping $950 billion – more than double what it was a few years ago – Gen Z is an audience not to be ignored. And while they have a smorgasbord of media options to choose from, this “digital-first” generation still regularly engage with TV.
With the right partners, brands today can easily tap into the power of premium video content across leading global publishers. But great premium content on TV and streaming is still finite, so the upfronts play a key role in guaranteeing purchase of this valuable entity.
The 2024 election cycle ended by hitting another record-breaking amount in political advertising spend – reaching nearly $11 billion. While it shows no sign of slowing down, advertisers are more challenged than ever when it comes to reaching potential voters as they fragment across more screens and platforms.
Addressable TV advertising is growing as a complementary strategy for multiscreen TV advertising, as it provides more efficiency, accuracy, and accountability than traditional TV advertising alone.
In today’s fragmented multiscreen TV ecosystem, advertisers are facing new challenges when it comes to reaching audiences. As viewers choose between multiple screens and platforms, a diverse multiscreen TV strategy has become key to meeting audiences where they are.
For many advertisers, news programming offers a trusted and effective environment. But some brands avoid it, convinced that proximity to unpredictable news coverage will unwittingly associate them with controversial or negative content. However, research shows that these fears are unfounded.
People go mad for March Madness and new research reveals why TV advertisers do, too. In 2024, 71% of U.S. households tuned into March Madness programming, with each household watching an average of 10.5 hours over the course of the tournament, highlighting the widespread attraction of the event.