Special edition: Streaming’s media planning impact

Plus: Retail still lags in video ad spending, despite growth [Insider Intelligence]( [Emarketer Daily Special Edition]( Daily Special Edition]( MARCH 8, 2024 This media planning special edition is made possible by Nielsen. The Oscars are Sunday, which means it’s the perfect time to look back at the Oscars of 50 years ago. At the 1973 Academy Awards, “The Sting” won best picture. The winner the year before? “The Godfather.” And the year after? You guessed it, “The Godfather Part II.” Guess they made the Academy an offer it couldn’t refuse. Was this email forwarded to you? Sign up [here](. TOP STORY [Streaming is at a tipping point. Here’s how that’s affecting ad buyers]( All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize. “There are too many [platforms] for them to exist profitably,” said Pam Zucker, chief strategy officer for the Interactive Advertising Bureau. Here’s how advertisers are impacted. [Keep reading]( NEWS AND VIEWS [Cookie deprecation won’t change advertisers’ preferred transaction methods]( Our view: A lot will change when third-party cookies are deprecated in Chrome, but some general programmatic ad spend patterns will stay the same. Programmatic direct will remain the most popular transaction method, while mobile will keep its sizable lead over other device categories. [More than half of US video subscription revenues will go to streaming services next year]( Our view: OTT subscription revenue growth will slow to single digits next year, as streaming reaches a saturation point, with subscription OTT viewers accounting for nearly three-quarters (73.8%) of internet users this year. [AI, CTV, and private label propel retailers to the top of our ‘unofficial’ February most interesting retailers ranking]( Our view: With its breadth of shoppers’ data, Walmart will be able to offer connected TV advertisers powerful targeting abilities. INDUSTRY VIEWS [How audience measurement innovation benefits the media industry]( As US smart TV ownership climbs to 70.6%, Nielsen is leveraging larger, more diverse data sets to refine its audience measurement for the 2024–2025 TV season. This strategic enhancement aims to deliver more accurate and actionable audience segmentation to better support media stakeholders. This article was contributed by Nielsen. [How audience measurement innovation benefits the media industry | Sponsored Content]( [Keep reading]( ANALYSIS [Retail still lags in video ad spending, despite growth]( The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years. [Retail still lags in video ad spending, despite growth]( [Keep reading]( THINGS TO KNOW 📺 [CTV and streaming’s popularity continues to grow—but it’s not without its challenges]( 🍎 [Apple is using Oscar nominations to build its Apple TV+ subscriber base]( [🏆]( [Disney sells out Oscar spots]( ⚽ [Warner Bros. Discovery plots primetime sports overhaul of TruTV]( PODCAST [Behind the Numbers: The Weekly Listen]( What went wrong with online ads, is the streaming boom over, and how the First Amendment applies to social media. Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( the Numbers” is made possible by Nielsen. [The Weekly Listen: What went wrong with online ads, is the streaming boom over, and how the First Amendment applies to social media]( [Listen in]( THE BIG QUESTION Face-off: Netflix plans to feature a live sports event featuring what? A) A limbo competition between Tom Brady and Rob Gronkowski B) A chess match between Magnus Carlsen and Elon Musk C) A boxing match between Mike Tyson and Jake Paul D) A soccer game between Netflix and Apple TV+ [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 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](