Author: Warner Bros. Discovery

This State of the Industry Report, sponsored by Warner Bros. Discovery, explores how marketers, retailers and agencies have used contextual commerce on CTV and streaming as shoppable advertising gains traction.

Consumer buying and viewing habits are ever-changing, and content and how it’s delivered are evolving to keep up. Contextual commerce is one way marketers, retailers and more provide consumers with the seamless shopping experiences they crave, tailored to the context of the many other activities they engage in regularly. 

While these shoppable ads permeate search and social media, they’re making waves across streaming and CTV with high-impact creatives and unique experiences, often in the form of interactive ads, QR codes, product carousels and more. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

This week’s Future of TV Briefing looks at how mid-sized advertisers may be less inclined to make upfront commitments this year — which could have the effect of pressing larger advertisers to commit.

• The upfront’s middle-class crunch
• NFL’s streaming situation, YouTube’s AI Overviews and more

The upfront’s middle-class crunch

There are plenty of ad market indicators to track in this year’s TV and streaming upfront marketplace (we’ll be publishing a list in a couple weeks). But among them is — between the economy deteriorating, TV networks and streaming services seeking commitment increases and the easier access to streaming inventory outside the upfront — to what extent may mid-sized advertisers, such as direct-to-consumer brands, opt out of the upfront. And if they do, is that actually such a bad thing for the sell side?

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

,Read More