CTV, OTT, what’s the difference?; Super Bowl ad expectations

Plus: Loyalty takes center stage as brands struggle to find new customers, keep existing ones [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 7, 2024 Taylor Swift doesn’t want you tracking her private jet. The same college student whose jet-tracking account was banned on X after tracking Elon Musk’s travels has received a [cease and desist letter]( from Swift’s lawyers. No word on social media accounts that track her [getaway car](. Was this email forwarded to you? Sign up [here](. TOP STORY [Why marketers should understand the differences between CTV and OTT]( Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services. While combining the terms makes it easy to refer to the expanding world of streaming, it’s still important to understand the difference between CTV and OTT advertising due to their one main difference: the types of devices where ads are delivered. [Keep reading]( NEWS AND VIEWS [Super Bowl Ads 2024: How celebrity and creator star power is reshaping campaigns]( Our view: With digital natives increasingly the intended audience for big game commercials, it's clear that the future of Super Bowl advertising lies not just in the playbooks of ad agencies but in the nuanced fusion of star power and influencer capital. [Microsoft expands enhanced conversions and ad targeting capabilities]( Our view: Microsoft’s US ad revenues are projected to rise 11.5% this year to $11.00 billion, per our forecast. Improved targeting capabilities will help Microsoft reach that target. [Brands are already flocking to Prime Video’s ad tier]( Our view: For brands that already sell on Amazon, Prime Video ads are a major opportunity to leverage shopper data to efficiently target ads. But brands that don’t partner with the platform will have to decide if they take advantage of advertising or keep their ad dollars out of the Amazon ecosystem. ANALYSIS [Loyalty takes center stage as brands struggle to find new customers, keep existing ones]( Over a third (34%) of US business leaders say they want to improve customer loyalty, per a March 2023 survey by WEX and Edelman. But loyalty isn’t what it used to be. [Over half (58%) of US adults say they are less loyal customers due to rising costs]( according to June 2022 data from Dynata. As inflation and a tough economic climate lead consumers to prioritize price over brand, marketers need to rethink their loyalty strategies and align them with what matters most to their customers. This guide helps retailers and marketers plan and execute a successful loyalty program. [Read our new guide]( THINGS TO KNOW ⚽ [ESPN, Fox, and Warner Bros. Discovery to launch joint sports streaming platform]( 🏖️ [Tech Lab releases report on ad industry’s transition to Google’s Privacy Sandbox]( ☎️ [How AI will change phones—and the whole internet]( 🚀 [Expedia Group is Netflix’s first global advertising partner]( 🖊️ [Substack is helping creators sell ads]( PODCAST [Behind the Numbers: Reimagining Retail]( How shopping on our mobile devices is changing and why car commerce actually makes sense. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Super Bowl squares: Which of the following is not a square featured on the National Advertising Division of the BBB National Programs’ Super Bowl ad bingo card? A) CEO/owner testimonial B) Mega-influencer endorsement C) Power of AI or AI-powered D) Celebrity voiceover [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]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](