2024 saw the streaming TV ad market start to look a lot more digital and less like traditional TV, mostly thanks to the Amazon effect.
A dream combo for advertisers:
Ad-tier subscribers are up
ad-supported streaming “grew dramatically.” In the U.S., the proportion of ad tier users grew from 5% to 17% for Netflix, from 10% to 30% for Disney+, and from 0% to 80% for Prime Video.
Costs are down
That influx of inventory helped bring streaming prices down in the most recent upfront, with buyers saying CPM (cost per thousand viewers reached) discounts ranged anywhere from the mid-teens to 45%, depending on where the pricing started.
What’s 2025 looking like?
Bundles and build outs
via Adweek
Gabe the Bass Player with yet another great post. (Music is a great place to look for marketing inspiration and lessons.)
So hook us in with a great song or two
This is demand creation and capture—where most brands focus their energy.
and keep us hanging around by being consistent.
This is retention—less sexy, way more valuable in the long run.
Everything is customer service. Or you won’t have customers to service.
First Microsoft Ads, now Google Ads: audiences based on interactions with your results and ads on Google and YouTube.
Meet: Google-engaged audiences
Google-engaged audiences help you to reach users who have previously interacted with your website on Google Search, YouTube, or other Google sites. It automatically generates lists of users who have visited your site from Google properties through clicks on either ads or search results.
Based on my tests, it doesn’t appear you can break out audience based on whether they clicked a paid vs. organic result.
Another Fed meeting, another fed rate cut
In support of its goals, the Committee decided to lower the target range for the federal funds rate by 1/4 percentage point to 4-1/4 to 4-1/2 percent
1 dissenting vote &:
The Committee judges that the risks to achieving its employment and inflation goals are roughly in balance.
Means we might be in a holding pattern before more rate cuts.
But we’ll see what tariffs have to say:
The economic outlook is uncertain, and the Committee is attentive to the risks to both sides of its dual mandate.