Special edition: Big plays ahead of upfronts

Ad-supported video streaming gets more crowded [Insider Intelligence]( [Emarketer Daily Special Edition]( Daily Special Edition]( MAY 10, 2024 This upfronts special edition is made possible by Nielsen. Happy upfronts season to all who celebrate. This year many streamers moved from NewFronts to upfronts, reflecting the increase in viewers. In what year will US ad-supported video-on-demand viewers cross the 50% mark? [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Sports ad inventory growth creates new, niche opportunities for brands]( Streaming has been a home run for sports-based advertising. Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend. As the numbers of digital live sports viewers increases, reaching 30.8% of the US this year per our forecast, advertisers have more opportunities to target this audience. But they also face a complicated landscape, where ad buys are fragmented across platforms and new events create opportunities and risks. [Keep reading]( TRENDS TO WATCH [The ad-supported video streaming market is getting more crowded]( Our view: More ad-supported streaming services means more options for advertisers to reach their audiences. [Why CTV and retail media need each other]( Our view: Ads on retailer websites are powerful bottom-of-funnel tools, encouraging shoppers to buy certain products when they’re ready to make a purchase. But for a full-funnel approach, retailers need to meet consumers where they spend their time. [CTV ad dollars are going to waste—advertisers need to know where their money is going]( Our view: Intermediaries are often necessary in CTV because of how complicated the supply chain is. But the increase in players presents risks for fraud. And even in the best-case scenario, they result in lost ad spend to fees along the way. INDUSTRY VIEWS [Balancing the need for innovation and continuity in audience measurement]( New data sets, often referred to as big data, are revolutionizing the way we understand television viewing patterns. Find out how these insights are benefiting both buyers and sellers in the media industry. This article was contributed by Nielsen. [Balancing the need for innovation and continuity in audience measurement | Sponsored Content]( [Keep reading]( ANALYSIS [3 moves from TikTok, Meta, and Google you may have missed at NewFronts]( Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed. 1. Partnerships are popping at TikTok TikTok is partnering with iSpot and Nielsen for cross-platform campaign tracking. The platform is also teaming up with Paramount and the National Hockey League to allow advertisers to place ads alongside their content via TikTok’s Pulse Premiere Program. [Keep reading]( UPFRONTS UPDATES 📺 [YouTube execs talk up strong viewership, creator content, and sports ahead of the upfront]( 📣 [What all the big streamers are telling advertisers]( 🎙️ [Podcasting doesn’t technically need upfronts. They’re getting more popular anyway]( 🦑 [Netflix plans to put advertisers into interactive ‘Squid Game’ for TV upfront]( 🤔 [Linear, streaming, AVOD, and beyond: What do common TV terms mean?]( PODCAST [Behind the Numbers: The Weekly Listen]( How bad is "serial churning", new sports tournaments, and can Perplexity's "search engine" threaten Google? Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [The Weekly Listen: How bad is ]( [Listen in]( 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](