Google Marketing Platform’s Post

As part of our biannual report, we shared the latest trends in digital political ads, and how political advertising needs to keep up with POLITICO reporter Mallory Culhane. Some of our key findings: 1️⃣ Political groups still have major gaps in digital spending v. commercial advertisers only increasing spend by 1 percentage point while commercial advertisers increased by 9. 2️⃣ Spending on digital platforms like Meta and Google have decreased by half between 2020-2022 and shifted to connected TVs (devices connected to the internet which are used for streaming services and browsing the web). See our full 2022 Digital Ads Report here: https://lnkd.in/gUi2CUyF

💡 Many interesting takeaways in Angela Watercutter's article about the end of the streaming wars for WIRED, but there is one assumption I would like to challenge: niche shows are not attractive for advertisers. 📈 #streamingservices are consumed on digital devices, particularly on #mobile and #connectedtv. That makes it possible to go way beyond reach when it comes to measurement, enabling advertisers to focus on ROI. Moreover, pragmatic buying as supported by DSPs such as tvScientific, Vibe.co and The Trade Desk allows advertisers to move much faster and adjust targeting according to results. 💰 #ctv is evolving in far more than a device used to consume video content, as Christian Knaebel frequently pointed out. It is going the central digital hub for households. Last year, we already saw numerous experiments of companies directly selling products within specific TV shows. 💪 All of this plays into the hands of niche television shows with a dedicated fanbase. Sure, a 70s sitcom will not be valuable for the bulk of advertisers, but for some it can prove to be a goldmine. #adtech is here to help advertisers identify and utilise these goldmines and eventually, our metrics will end up being decisive for TV producers too. https://lnkd.in/eesv3wAu

Check out the latest from one of our favorite analysts in the biz! As usual, we couldn't agree more with Gijsbert Pols, PhD: #CTVadvertising is about so much more than just reach (even though it does have more daily users than any social media platform), it's also about #granulartargeting, brand-safe environments, rapidly evolving #attribution models, and powerful #programmatic ad delivery. Read on for more and stay tuned for exciting updates!

Join Samba TV for a live webinar with Amazon Ads on May 24th at 11:30am ET, to hear 3 key strategies to help advertisers optimize their campaigns for today's shifting consumer behavior and be more efficient with their ad buys. In this webinar, you will learn: • The key attributes of TV data you should be looking for • How to find and connect with the most relevant audiences • And how to use metrics-based optimizations for your campaigns Register Here: https://hubs.ly/Q01N_2LK0

Nielsen is expanding its CTV measurement of YouTube into 11 markets so it seems an appropriate time to find out a little more about what the new service will provide. Our Research Director Richard Marks talks with Deirdre Thomas, Chief Product Officer at Nielsen Audience Measurement. Richard explores with Deirdre the way in which data is received from YouTube in a privacy-safe way and determines whether this involves Virtual IDs or some other approach. They also discuss the issues that have arisen in the past around YouTube’s (and other platforms’) self-reported data and how the data is being validated. Nielsen plans to include mobile, computer and CTV data. What plans are there to include other linear TV data market by market and what is the timeline for delivery of the service? Finally, the discussion turns to where this sits alongside the WFA North Star cross-media initiative and Project Halo. The UK is listed as one of the markets being included in this roll-out and Richard wonders how this new service aligns with ISBA's Project Origin given that YouTube is a key driver of that undertaking. #advertising #CTV #YouTube #television #streaming

GOOGLE and META buy linear television ads? Yes! Technology and Digital corporations have not shied away from the use of linear television and didn't put all their money in digital media like online and mobile video. Google and Meta both companies not only spent significant dollars on television, but the TV dollars far exceeded other forms of advertising, including digital: --Google spent $141 million on television ads in the first half of 2023, far exceeding the amounts on internet display ($33 million), online video ($7 million) and mobile video ($3.6 million). --Meta Platforms spent $67 million on television ads, while spending just $8 million on internet display, $5 million on internet search, and $2 million each on mobile video and online video, just to name a few. What better example of the power of television than the giants of the digital world using it for their continued success! #linertv #broadcasttv #mediaspend #mediaspendtv Source: Hadassa Gerber EVP, Chief Research Officer, TVB Vivvix data

We have data to help you harness "the future". Let us tell you about our OTT/CTV viewership data to better reach your audience. Contact me - bryan.gissiner@machintel.com #ott #ctvadvertising #ctv #data #datadriven #datadrivenmarketing #datadrivendecisions

Explore the future of advertising with Mike Hauptman's recent op-ed on Streaming Media Magazine! Discover how DTC brands are revolutionizing CTV advertising with data-driven strategies, audience-centric approaches, and innovative technologies. From shoppable ads to AI, see how AdLib: DSP Advertising Made Easy is leading the charge in making CTV the new frontier for digital marketing. Dive into the insights now: https://lnkd.in/ei4mndCz #CTVAdvertising #DigitalMarketing #AdLibMediaGroup #AdLib #MikeHauptman