How to stop wasting CTV ad dollars

Plus: Google releases new guide to YouTube Shorts ads [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 17, 2024 Got any book recs? If you’re a Spotify user, you may have a few. What percentage of US, UK, and Australia subscribers have tried audiobooks? A) 5% B) 15% C) 25% D) 35% [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [CTV ad dollars are going to waste—advertisers need to know where their money is going]( Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers. “CTV today is very pure,” said Dave Helmreich, chief commercial officer at Innovid. It doesn’t have made-for-advertising activity the way websites do. But CTV ad dollars are still going to waste due to not just fraud but inefficiencies, and that problem could worsen if advertisers don’t understand what they’re buying, he said. [Keep reading]( NEWS AND VIEWS [Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs]( Our view: Disney's decision to incorporate continuous channels is a no-brainer if the company’s goal is to increase time spent and revive interest in struggling franchises. [IAB revenue report reveals back-half expansion]( Our view: H2 2023 saw internet ad spend grow by 10.8%, compared with 3.5% in H1. We’ll be looking to see if H2 2024 will bring the same kind of success at our [Outlook and Strategies for 2024’s Second Half]( virtual summit. [Google releases new guide to YouTube Shorts ads]( Our view: With a forecasted 68.6% of YouTube viewers watching Shorts, YouTube is wise to double down on the ad format. THINGS TO KNOW 🔗 [LinkedIn tests Premium Company Pages, with AI and marketing tools to grow audiences]( 🛍️ [Amazon Live introduces interactive, shoppable channel]( 🤖 [Adobe shows how OpenAI’s Sora will change Premiere Pro and video editing forever]( 📺 [March TV viewing: YouTube and Netflix post more gains, streaming up 12%]( 📱 [The Boring Phone is a nostalgic branding exercise by HMD and Heineken]( PODCAST [Behind the Numbers: Reimagining Retail]( How to reduce friction at the point of sale and predictions for the future of retail payments. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Walmart Connect. [Keep reading]( 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]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](