Top 5 Media Landscape Insights- December

Stay on top of today’s constantly changing media environment with DirectAvenue’s Top 5 Insights. We give you specific network updates and emerging media trends in a digestible format.

December 1, 2024

1. Nearly 170 New Advertisers On TV In First-Half 2024: VAB- Although consumer confidence was weak heading into this year, 169 new advertisers across 43 categories invested $380 million in national TV in the first half of 2024, according to the VAB, the advertising group for national TV network groups. Most of those new brands — 67% (113) — spent under $500,000. On the flip side, 6% (10 brands) spent over $5 million. Another 24 brands spent between $1 million and $5 million, while 22 brands (13%) spent between $500,000 and $1 million.
2. Amazon trumpets new AI-powered tools for marketers as costs soar- Image, audio and video generators for making ads are part of an AI strategy that drove capital expenditures up 81% year over year in Q3. Amazon’s revenue derived from advertising rose 19% year over year to $14.33 billion in Q3, according to an earnings statement. The e-commerce giant this year has focused on expanding its full-funnel marketing capabilities, introducing ads to Prime Video in January. The streaming service is in the midst of its first “broadcast season.”
3. ‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers- Shopper behavior and preferences have continued to shift, tasking brands to juggle striking the right tone in their holiday campaigns while staying on top of the latest trends and emerging channels. Shoppers this year are expected to spend an average of $1,778, an increase of 8% over last year, according to Deloitte’s 2024 holiday retail survey. To reach shoppers, 41% of advertisers plan to increase their spend on connected TV (CTV) this year.
4. 2025 Ad Spend Forecast Puts CTV, Data First- Connected television (CTV), streaming and over the top (OTT) video channels are expected to see the most growth in 2025, with 24% of respondents to a survey released Monday suggesting significant and 51% estimating moderate growth. First-party data chosen by 21% of respondents expect significant growth in this category, with an additional 43% noting moderate growth. 
5. The MOST Mobile Year for Ecommerce- The National Retail Federation says a record 183.4 million Americans plan to shop in physical stores and online from Thanksgiving Day through Cyber Monday this year. That would be up from the previous record of 182 million in 2023. Adobe expects U.S. online holiday sales to hit a record of $240.8 billion in November and December, up 8.4% from 2023. Adobe says that includes a projected record of $128.1 billion in mobile device purchases, giving mobile a 53.2% share of online holiday spending. That would make 2024’s holiday season “the most mobile of all time,” Adobe says.