Despite lingering concerns about a soft ad marketplace, an upfront, survey among 500+ ad professionals from iSpot found a large majority (74%), of marketers will, year-over-year, maintain or increase their ad budget for this upfront, compared to 2022.

Among the stated goals of the JIC was to set the standards and criteria needed to certify multiple measurement currencies for the premium video ad marketplace. Seven audience measurement companies were invited to take part in the certification process; ComscoreSCOR +5.3%, iSpot, Nielsen, Samba TV, Innovid-TVSquared, VideoAmp and 605. The JIC set an April 28 deadline for all submissions for the first round of certification. The goal is to have the certification completed next year.

A number of competitors such as Comscore, iSpot and VideoAmp came out as possible alternatives to Nielsen. However, none of these companies are accredited with the MRC.

Instagram influencers are part of nearly 90% of the multi-platform social campaigns that CreatorIQ runs on behalf of its more than 1,000 corporate clients, which include consumer giants such as UnileverUL +0.6%, AB InBev, Disney and Red Bull, Sovay said.

There are seven audience measurement companies invited to take part in the certification process; ComscoreSCOR -0.4%, iSpot, Nielsen, Samba TV, Innovid-TVSquared, VideoAmp and 605. Nielsen remains the predominant source for audience measurement and negotiating ad rates, reportedly they are reviewing the invitation.

Wendy Werve is CMO of Marigold and has over 20 years of experience developing, leading and executing growth-focused marketing strategies.

The word recession is a scary one, particularly for businesses.

Furthermore, Millennials and Gen-Zers are savvy consumers who are well-versed in digital marketing and are more skeptical of media and brands than older generations. For example, a report by Gen-Z creative consultancy Adolescent Content found that 78% of Gen-Zers believe brands are all talk and no action, and a study by Marigold found that transparency and authenticity are of the utmost importance when marketing to Gen-Z.

A study commissioned by Coresight Research and Sailthru shows that most beauty retailers who think they excel in personalization are far from it. This could be because they don’t know about all the tools at their disposal, have not allocated a budget or have not yet understood its value. Even when they have, only 34% of consumers believe retailers provide personalized experiences that match their expectations. Hence this is an opportunity for most beauty brands and retailers to make the right investments and truly impress their customers.

Some of the reason for ad rates rising despite this erosion in value, according to Peter Daboll, chief strategy and insights officer at iSpot, which measures the effectiveness of TV ads, has been the effectiveness of TV ads, or “image advertising.” At least on an emotional level. If that adorable little shelter puppy hadn’t made friends with the Budweiser Clydesdales, putting a lump in the throat of many a macho NFL fan, maybe the ad rate wouldn’t have jumped 16% between 2021 and 2022.

More than 50 celebrities are appearing in ads this year. Last year 74% of national in-game ads starred at least one celebrity, according to iSpot.tv. So if you’re playing along, here’s a shortlist of who to watch for, and by best estimates, which quarter.

People who receive a VIZIOgram have 14 days to initially open it, then can continue to view it for 30 days from the date of the upload. The company is looking for ways after a beta testing period ends to allow people to store and save their favorite ‘grams for more than 30 days, said a company spokesperson who emphasized the new functionality’s true value is bringing people together in real time.

But we’re also likely to see changes in how big brands are using music this year too, according to a new blog post from Songtradr, which licenses music to creators and corporations and tracks the broader industry. Among the big trends for this year’s splashy ads at the big game:

iSpot reports the commercial attention rate for Super Bowl ads last year were, on average, 36% higher than all networks/programs on that day. In addition, the commercial completion rate was 98.6%.

Over the past two years, spending for the four cryptocurrency advertisers has followed a classic bell curve. According to national TV ad spending data supplied by iSpot in February 2022 (when Super Bowl LVI was televised), FTX, Coinbase, Crypto.com and eToro reached a high water as estimated ad spending reached $84.3 million. Over the last six months of 2022 the four companies invested only $8 million in TV ads, slightly more than the cost of one Super Bowl ad.

With much fanfare, Project OAR (Open, Addressable, Ready), which sprung from the head of Vizio (parent of Inscape) and Nielsen Advanced Video Advertising (AVA) conceptually entered the realm promising to expand the number of addressable capable households.

The Disney Immersive announcement was a huge endorsement of the potential for live, immersive experiences, which had already proven hugely popular during the pandemic as a lockdown-friendly alternative to other forms of public entertainment.

Immersive Van Gogh, created by Italian designer Massimiliano Siccardi, and distributed in North America by Lighthouse Immersive and joint-venture partner Impact Museums, proved to be a blockbuster for the nascent sector.

As old tools for ad targeting dry up, marketers are getting savvy about owning relationships with consumers. Instead of reaching customers by banner ads or renting that reach on social media alone, brands are finding ongoing direct relationships can be more stable, lucrative and mutually rewarding, according to a new study by Marigold that looks at the perceptions and attitudes of more than 6,800 consumers representing eight countries

WBD owns a number of top-rated ad supported cable networks as well as streamers HBO Max and Discovery+ which are expected to merge later this year. WDB will continue to also use Nielsen data. There are several other audience measurement providers including ComscoreSCOR +2.1% and iSpot also competing with Nielsen. At this time, the audience measurement components of VideoAmp, Comscore and iSpot are also not accredited by the MRC.

“I am beyond grateful to be here today,” said Wang. “Finally getting home after the accident was one of the best moments of my life. I remember thinking how much I loved being home, and from this thought, VIZIO was born.”

Wang had a newfound appreciation for home life, and for making it better. It was a propitious time to shift his focus to making better-looking and more useful televisions.

Wendy Werve is CMO of CM Group, and has over 20 years of experience developing, leading, and executing growth-focused marketing strategies.