YouTube accounted for nearly 10% of all TV watch time in March. Digital/streaming was the only viewership category that grew YoY, increasing by 12% from March 2023, while cable dropped 10% and broadcast dropped 4% in the same timeframe (Tubefilter)
The rapid growth of online retail media highlights the potential for physical stores as the next frontier for retail media. By 2028, in-store retail media spend will reach over $1B but will make up less than 1% of total omnichannel retail media ad spending (eMarketer)
Out of the total online gaming population, 72% of women play video games, compared to 81% of men. Nearly half (44%) of female players play only on mobile platforms - exclusive mobile gaming is more popular among women than men (Newzoo)
According to ZBD Gen Z Gamer Study, 43% of Gen Z think ads in games ruin the experience. 65% of Gen Z gamers play video games for more than 3 hours every day, the study found, and 72% say they can be their authentic selves while playing online (Marketing Tech)
Close to 25% of Snapchat users are 35 or older, Patrick Harris, Snap’s president of the Americas (Snapchat)
People are skeptical about AI-generated news. 52% of US and 63% of UK respondents say they would be uneasy with news produced mostly using AI; 59% worry about false news content online, up 3% YoY, per a new report published by the Reuters Institute for the Study of Journalism, based on surveys of nearly 100,000 people across 47 countries. (Reuters Institute for the Study of Journalism)
Sources: IPG Media Lab, Tubefilter, e-Marketer, Newzoo, Marketing Tech, Snapchat, Reuters Institute for the Study of Journalism
P&G | Brand Efforts to be Centered Around the Olympic Village in Paris for 2024
P&G is taking a different approach in this upcoming Paris 2024 Olympics. Instead of running anthemic corporate brand ads like in past years, this year they are focusing on specific brands that help fuel athletes such as a ZzzQuil “Sleep Like an Everyday Champion” campaign showing better sleep as a key to performance. Most notable of P&G’s efforts is their presence in the Olympic Athlete Village. Pampers will have a brand-themed nursery for athletes’ children, Pantene and Mielle Organics will sponsor a salon for athletes, and Oral-B will have a dental clinic.
Unilever | Vaseline Pro Derma Transition Body Lotion
Winner of the Grand Prix in the Glass: The Lion for Change category, Unilever’s first of it’s kind lotion that helps transgender women tackle the unique skin issues that happen during and after their transition process. After finding that during transition, skin gets really dry due to the hormonal imbalances, for the next two years Vaseline set out to create the first clinically proven formula with the transgender community in Thailand. The campaign launched on International Transgender Day of Visibility and garnered more than 158 million impressions.
Microsoft Rallies Developer Around Copilot, Challenges Apple With “Copilot+ PCs”
The US Media Landscape draws from the latest MAGNA Intelligence data and insights. The deck addresses all aspects of the US media industry and advertising market place, organized in an encyclopedic style. The document presents the fundamental features of the various media types, in succinct and infographic style, to non-specialist readers: trading mechanisms, media consumption, sensitivity to economic environment, regulation, ad spend, ad sales, pricing dynamic, ad inventory, media vendors, mergers and acquisitions, top industry verticals, top ad spenders, audience measurement. The document also includes in-depth sections for each the following media types: national television, local television, digital video, search, social media, programmatic, newspapers, magazines, audio media, out-of-home, cinema and direct mail.
Travel is one of the ten key industry verticals regularly analyzed in the MAGNA Industry Vertical Reports, updated twice a year. The Travel Report, written by Vincent Letang, Michael Leszega and James Roth, and published in May 2024, is a special report and deep dive into Travel industry trends, business and marketing developments, advertising spending patterns and trends. Travel advertising spend hit $15bn in 2023, making it the 6th largest spending vertical, accounting for 5% of all media advertising spending.
The MAGNA Commerce Report analyzes the state of the Retail Media advertising ecosystem. Some key findings from the report include: 1) The Retail Media advertising marketplace is still one of the largest, and fastest-growing drivers of the global advertising economy. 2) Amazon remains the most significant retail media player, with approximately 69% of the market share globally outside China, or 35% of the market share when including China. However, it has eroded from the nearly 80% market share ex-China just three years ago. 3) Retail Media advertising revenues are progressively more multimedia, and more frequently involve offsite inventory. As new entrants ramp up their retail (and other consumer touchpoint) offerings, Retail Media becomes increasingly diverse and increasingly fragmented. As these transitions take place, brands are also pushing for more and better self-service offerings.
This is the presentation deck that accompanied MAGNA's May 2024 Masterclass on Retail Media and Cookieless solutions. It included highlights of MAGNA's Spring 2024 Commerce Media report, the upcoming MAGNA Cookieless Targeting and Measurement report, and an introduction to KINESSO Commerce.
US Podcasting Update Highlights From 2024 US Upfront
This report is a recap of the updates and announcements (new shows, new ad products, new research) made by leading podcasting publishers in May 2024, during the IAB-organized Podcasting Upfronts (iheart, NPR, Wondery, SiriusXM) or in separate presentations (Spotify).
The 2Q24 recaps the 2024 Newfront and Upfront events including key themes across nearly 40 presentations. Key themes include the continued evolution of AI, custom ad experiences, measurement, the power of streaming, and more. This report also looks at updates in streaming and linear viewership, including the addition of an ad-supported tier within Amazon Prime Video. On linear, sports continue to be the backbone of linear TV holding steady in viewership while entertainment sees double-digit declines.
Ever struggle to find what to watch on streaming services? You're not alone. MAGNA Media Trials and Roku found that nearly three-quarters of streamers face this issue. With viewers using an average of 9.3 services in 2023, streaming fragmentation is real. The industry can provide solutions to help streamers find desired content, enhancing their experience. Since entertainment is the top reason for streaming, improving the experience benefits both streamers and advertisers, leading to better ad receptivity and performance.
