Future of TV Briefing: The ad-supported streaming landscape in graphic detail

This week’s Future of TV Briefing looks at a spate of recent studies that highlight the growing predominance of ad-supported streaming and the risk in how brands are managing streaming campaigns.

  • In graphic detail
  • Fox’s upfront haul, Instagram’s CTV app and more

In graphic detail

Streaming is on the verge of becoming primarily an ad-supported medium for audiences. That’s great for advertisers once wary of ad-free services dominating the market and diverting people’s attentions away from brands’ campaigns. And while streaming viewers are largely tolerant of ads, advertisers are at risk of testing that tolerance given how they are choosing to run ads across streaming and social video platforms.

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Agencies look to AI agents for edge, but must fend off brands looking to in-house with the same tech

With half the industry’s dealmakers and powerbrokers gathered in the south of France this week, agencies have been falling over themselves to boast AI agent-related tests, case studies and partnerships. They’re not just competing with each other, but rather against the chance clients will use the same technology to bring more of their marketing operations in-house — and off the market.

WPP revealed it was testing a media buying and planning agent for premium video inventory just last week. Meanwhile Dentsu has struck a partnership with AI agent development company Newton Research, bolstering the AI analytics and media planning capabilities it offers through Dentsu.connect.

The partnership includes the testing of media-buying agents in the U.S., according to Caitlin Gelles, evp of data technology and measurement at Dentsu, as well as solutions to provide faster media analytics and campaign set-up. “We’re working on a couple of early-stage pilots [with clients] who want to use Newton for transactional buying,” she told Digiday.

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