Digital Advertising Evolution: CTV Expansion, Fan Engagement, and Instagram Impact
The streaming TV model is undergoing a nostalgic transformation, with connected TV advertising (CTV)—including Subscription Video on Demand (SVOD), Advertising-based Video on Demand (AVOD), and Free Ad-Supported Streaming TV (FAST)—experiencing what seems like a revival of advertising within the streaming space. International advertising giant Dentsu projects a nearly 31% global increase in CTV ad spend in 2024. In the U.S., GroupM forecasts CTV ad revenues to grow by 13.8%, reaching a staggering $16.6 billion, outpacing digital platforms such as retail, search, and social media. This surge comes as Amazon's Prime Video shakes up the commercial landscape, with Netflix's ad-tier users clocking in over two hours of viewing time per month, driving ad revenue expectations from $685 million last year to more than $1 billion in the U.S. alone. As streaming services rise, traditional TV advertising is on the decline, with GroupM anticipating a 10.7% decrease and Cable TV's ad revenues struggling to exceed $22 billion.
In the sports industry, the impending obsolescence of third-party cookies is being offset by innovations like Sportradar's FanID, which promises a new level of personalized fan engagement. FanID employs a four-step model—data collection, connection, activation, and orchestration—to enable rightsholders and brands to connect with fans in novel ways. The solution's data clean room ensures first-party data is collected and shared responsibly, providing deep fan insights while maintaining privacy. The end of third-party cookies doesn't signal a marketing data void but rather ushers in a new era of secure, targeted engagement.
Instagram continues to be fertile ground for influencers, where even those with smaller followings can build lucrative careers. Achieng Agutu is a prime example, having earned over $1 million in her first year as a full-time influencer with less than half a million followers. This success story highlights the power of "nano" and "micro" influencers who engage deeply with their audiences. Instagram influencers are diversifying income streams, with the platform hinting at reviving its revenue-sharing program for high-performing reels. Moreover, Instagram's Creator Marketplace, though met with lukewarm reception, shows its commitment to streamlining brand-influencer collaborations. Influencer marketing firm Mavrck's 2023 report suggests Instagram as a dominant platform for brand deals, offering higher rates than TikTok. Influencers are monetizing through sponsored content, user-generated content, affiliate marketing, merchandise sales, and Meta's monetization tools, creating a robust digital marketing ecosystem.
These developments underscore the rapid evolution of digital marketing, driven by innovation, technology, and consumer behavior. Advertisers, brands, and creators are witnessing trends that redefine engagement, advertising, and our digital connections.