Where YouTube is Ahead of the Other Streamers on Ads

Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.

Check out Benes' book 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times (Politics and Popular Culture)

Takeaways:

• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue. 

• Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.

• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.

• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.

• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms. 

• AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies. 

• Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.

• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting. 

• YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting. 

Guest: Ross Benes

Host: Mike Shields

Sponsor: Epsilon 

Producer: FEL Creative