Warner Bros. Discovery, Tubi on getting the most out of CTV ads

Plus: 5 charts on the current and future state of retail media [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 24, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Meta is upping its avatar game. You can now customize even more features on [Meta Avatars](, making the icons more “more expressive, customizable, and fantastical than ever before.” Will features like purple skin and football jerseys push users into joining the metaverse? Was this email forwarded to you? Sign up [here](. TOP STORY [Strategies for getting the most out of CTV advertising, from Warner Bros. Discovery, Tubi, and more]( Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they’re maximizing ad value by thinking of CTV differently, experts suggested at last week’s Advertising Week New York. [Strategies for getting the most out of CTV advertising, from Warner Bros. Discovery, Tubi, and more]( [Keep reading]( NEW AND VIEWS [Pause ads creep onto Hulu, Peacock, and Max as streamers seek new revenue]( Our view: “Pause ads” can be less intrusive than pre-roll or mid-roll ads, because they show up when a user is not trying to watch the show. One downside is that they also show up when engagement could be lower because a user could walk away from their devices, but people still need to pay some attention to them in order to click “play” again. [Comscore integrates Roku in cross-platform measurement solution]( Our view: Cross-platform analysis is notoriously difficult in connected TV (CTV). Roku is one of the biggest players for CTV advertising, meaning the integration could help marketers make sure they’re advertising effectively. [Instagram tests a verified-only feed]( Our view: The new feed could push users toward paying for Meta Verified in order to have a higher level of control and better discoverability, part of a greater trend of platforms like X (formerly Twitter) and Snap pushing users to pay. ANALYSIS [5 charts on the current and future state of retail media]( As retail media grows, it is changing. At the moment, search remains retail media’s bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media’s continued growth. [5 charts on the current and future state of retail media ]( [Keep reading]( THINGS TO KNOW 🎂 [Google Ads turns 23: A look back at the biggest changes and advances in search]( 🍟 [McDonald’s jingle, 20 years later]( 🤔 [The poster’s guide to the internet of the future]( 🗳️ [Local ad spend will hit $175.6 billion in 2024 thanks to a political boost]( 🧵 [Meta is promoting Threads posts on Facebook and there’s no way to opt out]( PODCAST [Behind the Numbers: The Daily]( Why personalization matters, an email exhibition that made headlines, and charging X users to post content. Tune in to the discussion with our director of Briefings Jeremy Goldman and Malinda Sandman, senior director of global acquisition marketing at Intuit Mailchimp. Listen on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Intuit Mailchimp. [Listen in]( THE BIG QUESTION Garden walls: True or false? Walled gardens will lose share of the programmatic digital display ad spend market for the first time since we began tracking the segment in 2017 this year. [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](