May 2023 News Roundup: Growing CTV Ad Spend and the Rise of “Silver Streamers”

Jun 1, 2023
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Stay up-to-date with the latest CTV and marketing news from May 2023, including ad growth and new applications for AI.

Here’s what you need to know about trending developments in CTV and marketing

Looking for new ways to broaden your brand’s addressable audience? The answers may include music trivia and a new feature that unites fast-growing free streaming channels into one mega-destination like the TV Guide of yore. Our latest roundup of CTV and marketing news from around the world highlights unique opportunities to expand your brand in one of the fastest-growing advertising spaces out there.

CTV Insights

ctv insights - forbes

This Year Connected TV Will Have a Bigger Part in the $20 Billion Upfront


The TV ad industry is set for another $20 billion “spend fest,” with CTV seeing a boost from the growing adoption of ad-based video on demand (AVOD) and an expansion of premium content. One survey found 74% of marketers plan to maintain or increase their TV ad budget for the upcoming upfront.

Ad Spend on Connected TV Will Increase Alongside Time Spent


A new forecast projects that ad spend on US CTV will grow through 2027, reaching a total of $40.9 billion by the end of that period. By contrast, linear TV ad spend is projected to slightly decline just under $10 billion in that time to a total of $56.83 billion by 2027.

Silver Streamers: A Golden Opportunity for Pharma Advertisers on CTV


Nearly 4 in every 5 U.S. adults age 50 and over use streaming services, according to a new survey performed in partnership with Roku. The survey found that two-thirds of these adults prefer AVOD services, making them an excellent target for pharma advertisers and beyond.

Marketing Insights

marketing insights - forbes

13 Big Tech Trends B2B Marketers Are Leveraging This Year


Major tech trends always shape the future of marketing, and this roundup of 13 picks from leading marketers will help you find the right fit for your brand. The power of AI is a recurring theme, but thought leaders also call out the increasing value of sales enablement technology, creating common vocabularies, and account-based marketing platforms.

For B2C Companies, Alignment = Profit


Companies with a customer-obsessed growth engine see 2.4 times higher revenue growth and twice as much profitability compared to their competitors, and core to that premise is alignment. This article and accompanying podcast argue why customer experience should be key to growth strategies even in uncertain economic times.

Why AI Will Make the Greatest Impact on B2B Audience Insight, Not on Content


Much of the recent buzz around AI has been for its ability to generate written content, but this article argues that its impact will be felt much more acutely elsewhere. Specifically, on serving as the “sense maker” that connects the right message to the right lead, based on understanding intent signals and making messaging to appeal to specific segments.

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That wraps up our May 2023 news roundup. Stay tuned for next month's edition where we'll bring you the latest updates on CTV and marketing news. Want to be first in line for the next round of insights? Subscribe to our newsletter for more key info in your inbox each month.