Advertising Industry Shifts to Performance-Driven Growth: CTV, Retail Media, and AI Targeting Lead 2024

About this episode

The episode discusses the advertising industry's shift towards performance-driven growth amidst changing budget allocations and emerging technologies.

The global advertising industry over the past 48 hours is balancing cooling ad spend with rapid shifts into connected TV, retail media, and AI driven targeting. Major players are focusing on profitable growth, data partnerships, and performance accountability as traditional brand budgets remain under pressure. Recent data from industry coverage shows marketers are still reallocating rather than expanding budgets, with more than 80 percent of new AI and test initiatives funded by cannibalising existing marketing spend instead of fresh money.[13] This signals continued caution versus the pre pandemic era, when overall advertising outlays were growing faster than GDP. Deal and partnership activity remains strong, especially in high growth formats. On June 9, Super League was named the US ad sales partner for Play Works connected TV advergaming inventory, underscoring the push to monetise gaming environments on smart TVs and streaming platforms.[4] iHeartMedia is deepening its partnerships around live events and streaming, including expanded collaborations such as its daily live video initiative with Netflix, reflecting how audio companies are repositioning as cross platform media…

Topics covered

• performance-driven growth
• connected TV
• retail media
• AI targeting
• advertising industry trends

Keywords

• advertising
• CTV
• retail media
• AI targeting
• marketing budgets
• digital advertising
• partnerships

Mentioned in this episode

Organizations: Super League, Play Works, iHeartMedia, Netflix, The Trade Desk

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