Hello! I’m John Cobb , co-founder and CEO of VuePlanner . I’m excited to share this edition of our newsletter with you. Inside, you’ll find insights on our new podcast announcement, shifts in CTV viewership, growth in digital ad spending, Google’s NotebookLM, and much more. Enjoy!
In addition to our “Exploring the YouTube Ecosystem” series, we’re expanding our thought leadership presence with the launch of a new podcast series in collaboration with Michael Shields , titled “Next in Creator Media.” This series will focus on the Creator Economy and how the advertising industry is increasingly prioritizing this dynamic, ever-important space—especially YouTube’s integral role within it. Check out the first episode here – Next In Creator Media
This EMARKETER article discusses four key shifts in CTV (connected TV) viewership and ad spending. First, YouTube is emerging as a dominant player in CTV, impacting traditional linear TV’s audience. Additionally, advertisers are increasingly prioritizing streaming platforms, leading to changes in ad spending patterns and a decline in traditional TV bundles. Learn more.
https://www.emarketer.com/content/4-shifts-ctv-viewership-ad-spend-youtube-linear-tv-bundling
This other article from EMARKETER highlights five key statistics regarding the growth of digital ad spending in the U.S. for 2024. It indicates that digital ad spending is expected to increase significantly, driven by advancements in targeting and measurement capabilities. Additionally, shifts in consumer behavior and preferences are prompting advertisers to allocate more of their budgets to digital platforms, outpacing traditional media investments. Learn more.
This AdExchanger article argues that CTV ad targeting is ineffective largely due to the industry’s complacency and reliance on outdated practices. It emphasizes the need for improved data integration and audience insights to enhance targeting capabilities. By adopting a more sophisticated approach to data usage, advertisers can create more relevant and effective ad experiences for viewers. Learn more.
https://www.adexchanger.com/on-tv-and-video/ctv-ad-targeting-sucks-because-we-let-it/
This week’s first Post of the Week award goes to YouTube Advertisers for their outstanding insights on the platform’s unique value. With exclusive content across all screens, formats, and verticals, YouTube stands out as the preferred video service, with 90% of viewers in Turkey expressing their love for it. This post beautifully highlights the deep connection viewers have with YouTube, reinforcing its importance in the advertising landscape. Check out the full post here.
Our second Post of the Week award goes to Erica Sietsma for her insightful article highlighting Ryan Detert‘s impact on influencer marketing following Influential‘s acquisition by Publicis Groupe . Erica emphasizes that influencer marketing is not just a trend—it’s a booming $34 billion industry with immense potential, especially for niche-focused companies like Autofluencer and LocalBuzz . With Ryan’s innovations in streamlining influencer partnerships, both Erica and Adrian are now empowering specific industries to harness the power of local influencers, showcasing how collaboration and creativity in this space can lead to greater opportunities and happiness for creators and brands alike. Check out the full post here
This week’s honorable mention goes to Jason Feifer for his compelling social post on the pitch that led to DoorDash‘s remarkable $72 billion valuation. Jason breaks down the three-part formula used in DoorDash’s successful 2013 application to Y Combinator : establishing authority, identifying a significant problem for small restaurants, and presenting a unique, validated solution. His insights serve as a valuable reminder that building trust and clearly communicating your value are crucial elements in any pitch, regardless of the audience. Check out the post here.
This week, instead of a podcast recommendation, I’m excited to share a quick video on how to leverage Google’s NotebookLM in digital marketing. This informative guide highlights the tool’s features and practical applications, helping marketers streamline their processes and enhance their strategies. Whether you’re looking to optimize your campaigns or gain new insights, this video is a must-watch for anyone in the digital marketing space!