Kathryn Buckner

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✅🖥️ Variety (5/22): “Last year, the writers strike kept boldface names from appearing at the upfronts. This year, everybody turned up the star power to 11. NBCU stuffed its presentation with performances from Little Big Town, Michael Bublé and Kelly Clarkson. Amazon went overboard with a nonstop parade of A-listers, including Reese Witherspoon, Will Ferrell, Jake Gyllenhaal and tennis great Roger Federer, with none other than Alicia Keys as the opening act (and yes, she promoted her Amazon line of skin care products). Disney also hauled out the heavy hitters: Ryan Reynolds, Michelle Williams, Sterling K. Brown, Steve Martin, Martin Short and Selena Gomez, just to name a few. Opening Disney’s upfront was Emma Stone, introducing CEO Bob Iger while getting in one more plug for her Oscar-winning film “Poor Things.” The sheer number of movie mentions (NBCU took time to debut the trailer to “Wicked”) felt unusual at an event traditionally tailored to ad-supported TV. But in the streaming age, everything’s for sale — and there’s nothing brands like more than cozying their messages up to the biggest names in showbiz. Sports franchises were put on a higher pedestal than usual as networks lean on live games to deliver the audiences that advertisers covet. Sports personalities, from Tom Brady to Jason Kelce to Dawn Staley, were all over the presentations. Fox made it clear to anyone in earshot that it has the Super Bowl next year and it has Brady, a bona fide NFL legend, joining the Fox Sports team in the booth for football season this fall. Disney used a hunk of its time to tub-thumb the future of ESPN. Netflix bragged about landing two Christmas Day NFL games. WBD pledged allegiance to the NBA even as the company is kneedeep in contract negotiations with the league.” ⬇️ #upfronts #newfronts #streamingtv #ctvadvertising

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✅🖥️ The Verge (podcast; 6/17): “…the company just announced that it has 80MM MAUs monthly and according to Nielsen, it had an average of a million viewers watching every minute in May 2024, beating out Disney Plus, Max, Peacock, and basically everything else save Netflix and YouTube. All of those streaming service price hikes are driving people to free options, and Tubi is right there to catch them. Tubi’s model is different: it licenses content that’s already made, lets people watch it for free, and supports itself with advertising. But that means it’s competing for ad dollars across the attention economy online: not just Netflix, but TikTok, Instagram, YouTube, and everything else. I wanted to know how (their CEO) was thinking about that, especially since the social platforms don’t spend any money on content at all. CEO Anjali Sud’s plan is to make Tubi feel like a more premium home for better work from all of those creators. It just launched something called “Stubios,” which allows fans to vote on creator projects that Tubi will fund — basically setting up a YouTube- or TikTok-to-Tubi pipeline. But all of that costs money, too: CEO Anjali Sud recently said that Tubi isn’t yet profitable, “but it could be,” and we really took a deep dive into that.” ⬇️ #podcast #fast #streamingtv #ctvadvertising #upfronts #canneslions https://lnkd.in/eRDJXkCX

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🚨 The shutdown of GARM marks a turning point in digital advertising. Without this player, brand safety is now squarely in the hands of advertisers. It's a challenge—but also an opportunity to innovate and set new standards tailored to our unique needs. How will you navigate this new landscape? 👉 Read more

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Bravo to Angelina Eng and the IAB for this article. Take a look:

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The June Nielsen Gauge report came out 2 days ago hailing the dominance of streaming usage. The Gauge's purpose is to evaluate usage across a wide demo of 2+ not a practical demo for any advertisers especially political. I wish the largest voting block wasn't 35+ but it is and until that changes, campaigns need to target that group. Streaming is an essential part of a campaign but it's not as strong as the Guage makes it seem. Using the same data as the Gauge but adjusted to the 35+ demo, the below tells a different story. Keep it in mind when evaluating the media mix this fall. Could make a difference.

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The global advertising industry is on the brink of a significant milestone — surpassing one trillion in revenue by 2025, a year earlier than previously forecasted. This growth trajectory is largely fueled by revised forecasts for powerhouse economies like China and the U.S., which together account for over half of global ad revenue. As we navigate ongoing inflation and economic challenges, the resilience of consumer spending and the boom in AI products and services continue to bolster business investment. See an interactive version of this map and more insights from this TYNY Midyear forecast here: https://lnkd.in/egWc789x

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More on our merger! MindgruveMacarta

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The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gFNQnU-h

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Shout out to AdTechGod (™) for surfacing phenomal growth @ #Tubi . Let's keep the momentum going!

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Since launch a year ago, a whopping 82% of Yahoo DSP’s advertisers have utilized Yahoo Backstage! Learn more about Yahoo Backstage’s evolution in the first year, and how we’re committed to providing an option for the most direct and transparent path to supply.Check it out on AdExchanger: Yahoo Backstage, a curated direct to publisher connection, is a proven supply path for eBay! In just one quarter, eBay scaled over 10 million impressions. Impressions that outpaced industry benchmarks with a notable 4% higher attention rating! https://lnkd.in/gJ8bSrPA @ccirulnick  @abeecroft15 @ksonnefeld15 @nkilaita @craigang @petersorokoff  @eliang01 @lpacas @emiller01 @mbrehm @klorenz15

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Snap Inc. reported Q1 2024 Earnings Yesterday. 📈 We’ve made significant investments in our ad products specially in the past year, bringing more value to our advertising and our community.  That investment is paying off with more and more advertisers coming to Snap and seeing results. Top numbers: 🚀Revenue surged by 21% YoY, due to our innovative ad solutions and improved performance metrics with accelerated advertiser spending on DR. 👻 The Snap community continues to thrive,  with 422M DAUs a 10% YoY increase, marking consistent double-digit growth over the past 5 years. 📱 When our community & performance thrives, advertisers follow 85% YoY growth in SMB advertisers on Snapchat Spotlight content consumption soared by over 125% YoY,  indicating deeper engagement within our platform. For more information - https://lnkd.in/dzPHY8mX If you're not on Snap yet or you wanna learn more about Snap performance Feel Free To Reach Out 😎

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🌈🌟Nielsen research reveals that LGBTQ+ consumers crave authentic and inclusive brand engagements, but 63% feel misrepresented in media. Our findings show 50.5% of LGBTQ+ audiences emphasize the importance of avoiding stereotyping in ads. To truly connect, marketers must be genuine year-round. Check out our latest LGBTQ+ insights! https://bit.ly/45YeSWg

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Really interesting findings here on creative best practices using AI and industry experts to build tangible learnings for your next campaigns 🎨 Holler if you have any questions! 🤓

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✅🖥️ AdExchanger (5/31): “Programmers are trying to “slow down the pace of adoption” for auction-based bidding, said a buyer. One way they’re doing so is by limiting the supply they make biddable. Instead, pubs prefer to gatekeep their prized inventory with a high price tag attached to the “premium” label. Programmers can also maintain this level of control and pricing with PG deals, which are essentially automated insertion orders sent through programmatic pipes. But because CTV publishers are slower to make their inventory available in open auctions, agencies still consider programmatic as a nice-to-have – and not a requirement – for CTV campaigns, the buyer said. The majority of CTV ad buys are still happening via insertion orders or programmatic guaranteed deals. Agencies want to be able to bid on more CTV inventory for better scale, targeting and cost effectiveness. But for that to happen, buyers must make their sell-side counterparts reconsider the meaning of “premium.” ⬇️ #streamingtv #programmatic #avod #ctv #ott https://lnkd.in/ehnQj5Wu

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In connected TV (CTV) advertising, "outcomes" are the new focus as platforms introduce shoppable ad formats and partner with measurement providers like Innovid and EDO. These partnerships aim to prove that ads drive real business results beyond just reach and frequency. EDO emphasizes measuring actions like search activity and web traffic to predict sales, advising against focusing solely on immediate sales to maintain long-term brand health. #CTV #DigitalMarketing #DigitalAdvertising https://lnkd.in/geJZjX-F

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ICYMI this report from TikTok is a must read. Yes, I am aware this is part of their multimillion-dollar #KeepTikTok marketing blitz. Yes, I get they do not want the bill to pass that would force the company’s Chinese owner, ByteDance, to sell the app or have it face a national ban. And yes, I understand how the app could endanger American users’ private data or be used as a Chinese propaganda tool. BUT - you cannot argue with... 📍 $24.2B total contribution to GDP in 2023 📍 224K+ jobs supported by SMB activity on TikTok 📍 $14.7B boosted sales for SMBs attributed to TikTok Like so many other countries, TikTok has made itself an economic driver that cannot be ignored. With TikTok Shop and the platform's shoppable features, it is opening up new ways for brands and businesses to sell that didn't exist before. It's redefining how we shop as humans. It's changing the definition of commerce. ➡ Whatever the outcome, it's incredible to see the power of #socialcommerce at work, and how behavior - especially among younger audiences - has permanently SHIFTED (no matter who the lead player is). https://lnkd.in/d-QstXC7

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/gJrD7qt3

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