AMAZON AND IPG MEDIABRANDS SIGN PRIME VIDEO ADS DEAL

Published on Ad Age

Three-year agreement grants media agency network first-look on upcoming ad formats and show sponsorships

Amazon has signed a three-year deal with IPG Mediabrands for its upcoming Prime Video ad tier, the companies announced today.

The deal grants the media network—home to agencies including Magna, UM, Mediahub and Initiative—first-look rights on upcoming ad formats and show sponsorships. It also gives the agencies’ clients access to the e-commerce giant’s first-party shopping and entertainment data to incorporate into advertising on the platform.

It’s the first deal struck between Amazon Ads and a media agency organization for Prime Video ads.

Amazon announced in September that it would automatically opt all Prime Video users in for advertising when watching shows such as “The Boys” and “The Marvelous Mrs. Maisel” starting in early 2024. Those wishing to continue viewing Prime Video ad-free will have to pay an additional $2.99 per month. The ad tier will initially launch in the U.S., U.K., Germany, and Canada, with France, Italy, Spain, Mexico, and Australia to follow later next year. IPG Mediabrands’ deal will encompass all markets.

“Amazon’s latest offering brings a first-to-market opportunity for our clients to reach consumers at the category level in a comprehensive, scalable way—from culture and content to commerce and shoppable experiences,” said Eileen Kiernan, Global CEO of IPG Mediabrands, in a statement.

“The ability to access the entire Amazon streaming TV product suite is an added benefit for both endemic and non-endemic brands within our broad client portfolio,” added Dani Benowitz, Global President of MAGNA, noting that the agency is a longtime partner of Amazon Ads.

‘Unmatched reach and frequency’

Amazon’s capabilities in data and commerce have been an exciting addition to the streaming video ecosystem for advertisers. Prime Video’s recent Black Friday NFL game was a showcase for its ability to pair entertainment with direct sales as brands filled the match with interactive spots for viewers to access exclusive holiday deals. While “Black Friday Football” didn’t achieve the ratings some media buyers predicted, the business outcomes from Amazon’s first Black Friday game were enough to keep marketers hyped for future partnerships with the streaming platform.

“When we begin introducing limited ads into Prime Video shows and movies, Prime Video will be one of the largest premium ad-supported services in most countries where we operate,” said Alan Moss, VP of global sales for Amazon Ads. “This means we can simultaneously offer brands unmatched reach and frequency to help them achieve their business goals.”

Advertisers have been enthusiastically awaiting the arrival of Prime Video’s ad tier, particularly because of the instant, large audience it will offer, while other streaming platforms have struggled to grow the number of ad-supported users. Despite pitching advertisers with CPMs, or the cost to reach 1,000 viewers, as low as $30, Ad Age previously reported the streamer has asked for nine-digit commitments from agencies.

Read the Article on Ad Age

Globally, In 2024 Magna Forecasts Ad Spending To Grow 7.2%

Published on Forbes

Ad agency Magna Global issued its latest ad spending forecast revising totals for both 2023 and 2024. For 2024, Magna expects year-over-year global ad spend will grow by 7.2% surpassing $900 million. In the U.S., benefiting from such quadrennial events as the Presidential election and Summer Olympics, ad spending will increase 8.4%. Once again, ad spend growth will be led by digital media. Below are some of the forecasts.

Globally (including U.S.): Next year, Magna forecasts ad spend to increase by 7.2%, totaling $914 billion. Driving the increase will be economic stabilization, lower inflation, digital innovation and such cyclical occurrences as elections and major global sporting events. Leading ad spend growth for 2024 will be “pure-play” digital media, forecast to increase by 9.4%. Driving the digital growth will be ecommerce and retail media. On the other hand, year-over-year, traditional media (television, audio, publishing, out-of-home), will grow by a more modest 2.2%.

This year, Magna reports, globally net ad revenues reached $853 billion, a 5.5% increase from the previous year. The pace of ad spend growth quickened in the latter half of 2023 at +6.3%, compared to +4.7% during the first six months.

In 2023, global ad spending of traditional media, when compared to the previous year, declined by 4%, totaling $266 billion. Magna cites economic uncertainty as one reason for the drop-off. On the other hand, in 2023, the ad spending for digital “pure-play” reached $587 billion, a year-over-year increase of 10.5%. The increase in ecommerce and retail media were instrumental in the growth. Globally, 69% of ad spending are allocated to digital media.

Looking at digital media segments, in 2023, Magna reports keyword search continues to be popular generating nearly $300 billion worldwide in ad spend. Social media, led by Meta and TikTok, grew by 15.2% in 2023 and totaled $182 billion. Meanwhile, short-form video platforms such as YouTube and Twitch, grew 9% to $70 billion.

Among individual markets, Magna reports India had the largest year-over-year increase of +12% reaching $14 billion. China, the second largest advertising market with ad spending of $152 billion, had an increase of 9.8%. The year-over-year ad growth in Germany and the United Kingdom was not as robust, at +2.5% and +3.9%, respectively.

United States: The U.S. is the largest advertising market. For 2024, in the U.S., Magna forecasts a year-over-year growth of 5.9% for non-cyclical ad spending. When cyclical events are included (i.e., Paris Olympics and political), year-over-year ad spend will increase by 8.4%. Magna projects in 2024 political ad spend will approach $10 billion. The latest ad projections are a slight increase from Magna’s previous ad spending forecasts, reported earlier in the year.

In 2023, Magna projected the U.S. ad market to grow year-over-year by 3.6%, reaching $338 billion. For non-cyclical events (elections, global sporting events) the U.S. ad revenue was up 5.4% compared to 2022.

In 2023, the ad spend increase came from digital media; social at +14% and search/commerce at +10%. Among traditional media, only out-of-home and cinema grew their ad spend compared to last year. Out-of-home had a modest increase at +2%, with cinema at +12%. Meanwhile, local television had the sharpest year-over-year drop-off at -22%, followed by publishing at -7% and national TV at -6%. National TV segments AVOD, FAST and CTV, however, grew by 12%, while linear TV was down at -8%. Lastly, ad spend for audio and direct mail were both at -4%.

Product Categories: Next year, among the fastest growing product categories is expected to be automotive (especially in the U.S.). The category has recovered from supply chain issues and the growth of electric vehicles. Travel, benefiting from greater demand and pharmaceuticals, with an aging population and new products coming to market, will also have strong increases. Additionally, consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) such as food and drink, aided by lower inflation, retail media and global sporting events will have increases. Also, next year, political ad dollars will grow with elections in the U.S., Mexico and India.

Conversely, the entertainment category, despite the potential of AmazonAMZN +1.4% Prime launching an ad supported tier, will not be as strong. The vertical, recovering from the Hollywood shutdown caused by labor disputes, will have a decline in the number of movies released and fewer U.S. television programs. Also, ad spending growth for betting may be hindered in some European markets by regulatory restrictions, despite a busy year for sporting events.

Read the Article on Forbes

DIGITAL ADVERTISING REACCELERATED IN 2023 MAJOR EVENTS WILL FUEL TRADITIONAL MEDIA IN 2024

MAGNA ADVERTISING FORECASTS – DECEMBER 2023 UPDATE

KEY TAKEAWAYS

  1. The winter update of MAGNA’s “Global Ad Forecast” predicts that global media owners net advertising revenues (NAR) will reach $853 billion this year, +5.5% above the 2022 level, and will grow by +7.2% in 2024.
  2. Advertising spending accelerated and grew by +6.3% yoy in the second half of 2023 following a weaker first half (+4.7%) to average +5.5 growth full year.
  3. Traditional media owners (TMO) from the TV, Audio, Publishing and OOH industries, are typically vulnerable during this slow, uncertain macro-economic climate, causing 2023 TMO ad revenues to shrink by -4% to $266bn.
  4. TV advertising revenues are shrinking by -6% this year to $158bn while Publishing ad sales drops by -5%, Audio Media drops by -2%, and Out-of-Home keeps growing by +7% to reach $32bn (back to pre-COVID market size).
  5. Digital Pure-Play media owners (DPP) ad revenue, on the other end, grew by +10.5% to $587bn (69% of total ad sales). DPP ad sales are driven by organic growth factors incl. the rise of ecommerce, retail media.
  6. Keyword Search remains the most popular ad format, approaching the $300bn milestone this year (+9% to $298 billion). Social Media owners (e.g., Meta, Tiktok) re-accelerate (+15% to $182bn), while short-form pure-play video platforms (e.g., Youtube, Twitch) grow by +9% to $70bn.
  7. The fastest-growing market this year is once again India (+12% to $14bn). China recovers from zero COVID (+9.8%) while Northern European markets slow down: UK +3.9%, Germany +2.5%.
  8. The US market grew +3.6% to $338 billion this year (National TV -6%, Local TV -22%, Audio -4%, Publishing -7%, OOH +2%, Search +10%, Social +14%). Non-cyclical ad revenue is up +5.4% in 2023 and will accelerate to +5.9% in 2024 (+8.4% including cyclical ad spend – including almost $10 billion in political spending).
  9. In 2024, economic stabilization, lower inflation, digital innovation, and the return of major cyclical events (elections, international sports events) will drive ad spend +7.2% to $914 billion, +8.4% in the US. TMO ad revenues will recover by +2.2% while digital pure players ad sales will increase by +9.4%.
  10. Automotive, Travel, and Pharma will be among the fastest-growing ad spending verticals next year. CPG/FMCG brands will benefit from lower inflation, retail media opportunities and sports events. On the other hand, Entertainment marketing may suffer from the lower-than-usual volume of US shows and movies being released.

Vincent Létang, EVP, Global Market Research at MAGNA, and author of the report, said:

“As expected by MAGNA back in June, advertising spending re-accelerated in the second half of 2023 after four slow quarters from mid-22 to mid-23. The recovery is driven by easier year-over-year comps and stabilizing economic conditions (inflation slowdown), and these improvements mostly benefit pure-play digital advertising formats. Search formats are driven by retail media; Social and Video formats recover to double-digit growth thanks a better monetization of the fast-growing short vertical video impressions. Meanwhile traditional media owners’ ad revenues – including their digital ad sales – are down by -4% this year (TV -6%). The cyclical events of 2024 (sports, elections) will make reach media and contextual advertising attractive again and stabilize TMO ad revenues: overall +2%, TV +3%.”

The winter update of MAGNA’s “Global Ad Forecast” predicts media owners net advertising revenues (NAR) will reach $853 billion this year, growing +5.5% growth vs. 2022. 2023 ended up stronger than anticipated by MAGNA in its mid-year forecast update (June 2023: +4.6%) as second-half digital ad sales accelerated by +6.3% yoy following a weak first half (1Q23: +2%, 1H23: +4.7%) thanks to economic stabilization and easier comps.

MEDIA FORMATS

Traditional media owners (TMO) historically focusing on Television, Audio, Publishing, OOH, and cinema media, are typically the most exposed in an uncertain macro-economic and business climate, as some brands seek to reduce marketing budgets or prioritize performance-based digital ad formats. Global TMO ad revenues shrank by an estimated -4.1% to $266bn globally. This rate of erosion is similar to what was observed in the ten years pre-COVID.

The non-linear ad sales of TMOs (AVOD, podcasting, DOOH etc.) continue to grow steadily. They increased by +7% this year to reach 20% of total TMO ad revenues on average (11% for TV and premium streaming video, 44% of newspaper and magazine publishers, 23% of radio broadcasters), but this is not yet enough to offset the continued erosion of traditional linear ad formats (-6.3%).

The introduction of advertising on Amazon Prime Video will be a game changer for AVOD globally. Ads will first appear in January 2024 in the US, followed by Germany, Canada and the UK in the first half, and France, Italy, Spain, Mexico, and Australia later in the year. Amazon Prime will bringing massive scale and reach from day one as viewers (111 million monthly users in the US alone) will be will defaulted into the ad supported tier.

Despite the growth of digital ad sales, total television advertising revenues have been shrinking by -6% this year to $158 billion while Publishing ad sales dropped -5% to $45bn and Audio Media NAR was down -2% to $29bn. The only traditional media types to keep growing in 2023 are Out-of-Home, up +7% to reach $32bn (now above its pre-COVID market size), cinema (+14% to $1.9bn but still 35% smaller than pre-COVID).

Digital Pure-Play (DPP) ad formats (Search/Commerce, Social, Short-Form Video) grew by an estimated +10.5% to $587bn (69% of total ad sales). DPP ad sales are driven by several organic growth factors including the rise of ecommerce, retail media, digital media consumption, and stabilization in the data landscape after the restrictions suffered in 2021 and affecting the 2022 ad sales.

Search/commerce formats remain the most popular, approaching the $300bn milestone (+9% to $298 billion). Social Media ad sales (e.g., Meta, Tiktok) re-accelerate strongly (+15% to $182bn) after stagnating for most of 2022, while short-form pure-play video platforms (e.g., Youtube, Twitch) grow by +9% to $70bn. Social and Pure-Play Video platforms both benefit from better monetization of the rapidly growing short vertical video formats.

Retail Media Networks generated $124 billion of ad revenues globally in 2023 ($43 billion in the US). This represents 15% of global advertising revenues. Most of it (87%) goes into keyword search-based formats, and Retail Media represents 23% of total search advertising revenues outside of China. MAGNA predicts global Retail Media Network (run by ecommerce platforms like Amazon or traditional retailers like Walmart) to grow ad revenues by +20% outside of China.

MARKETS

Looking at key markets, the strongest growth this year comes once again from India (+12% to $14bn), that becomes the 11th largest ad market globally. China (second-largest market) recovers faster than expected from the stagnation caused by zero-COVID in 2021-22 (+9.8%). At the other end, Northern European markets underperform due to sluggish economic activity: UK (#4) +3.9%, Germany (#5) +2.5% with TMO ad revenues down heavily in both markets. For once, Southern Europe shows more resilience this year, including France (#6, +5.7%), Italy (#12, +5.8%), and Spain (#14, +7.8%).

In the US, media owners NAR increased by +3.6% to $338 billion (National TV -6%, Local TV -22%, Audio -4%, Publishing -7%, OOH +2%, Search +10%, Social +14%). Excluding cyclical ad spend (elections, global sports events), NAR is up +5.4% in 2023 and will accelerate to +5.9% in 2024 (+8.4% including cyclical events).

In 2024, economic stabilization, lower inflation, and the return of major cyclical events (US elections, Paris Olympics, Euro Football) will drive ad spend +7.2% to $913 billion, +8.4% in the US. TMO ad revenues will recover by +2.2% while digital pure players ad sales will increase by +9.4%.

ADVERTISERS

Automotive and Travel were, as expected the most dynamic industry verticals in 2023. In both cases a supply-driven business cycle trumps consumer anxiety (which would normally hurt big ticket items and discretionary services). Auto ad spend was up almost everywhere this year, except in the US, but MAGNA predicts the US will join the growth club in 2024 as the electrical transition spurs competition between old and new brands (and now Chinese brands in Europe) and electric cars are increasingly affordable in every market segment. CPG/FMCG brands will benefit from lower inflation, retail media opportunities, and the 2024 sports events (Food, Drinks).

Pharma marketing continues to grow organically driven by population ageing, competition, and innovation (major new drugs being launched for Cancer, COVID, Mental Health, etc.). Government/Political advertising will grow due to general elections taking place in three major countries among the few where political campaigns are allowed on television: Mexico, India, and the US.

On the other end, Media & Entertainment marketing activity could benefit from the launch of yet another ad-supported tier from a major streaming platform (Amazon Prime) but will suffer from the lower-than-usual volume of US shows and movies being released in 2024 due the Hollywood strikes in 2023 (the actors’ strike lasted from July to November). Betting brands would normally benefit from more sports events, but the regulatory pendulum has now switched back to tightening in Europe (Italy, Spain, Netherlands) and the Betting industry engages in voluntary moderation where it’s still allowed to advertise.

MEDIA OWNERS

Media Vendor Concentration Grows Again. After stagnating for several quarters, the global advertising sales of Google, Meta and Alibaba re-accelerated since 2Q23 to reach a year-to-date 1Q-3Q growth of +4%, +13% and +5% respectively.

These three media owners account for a combined 49% of global advertising revenues. Outside China, the top three vendors are Google, Meta, and Amazon, capturing 80% to 90% of digital ad spend and 56% of total ad spend (the market share being lower for national consumer brands higher for small, local, direct advertisers).

Among the world’s top 20 vendors, Amazon, Bytedance and Apple posted the strongest growth over the first nine months (between 20% and 23% each), while the traditional media companies all reported heavy revenue declines: Comcast, Disney and Warner ad revenues shrank by -14% to -15% while Discovery and RTL Group lost -7% to -8%.

KEY FIGURES

TABLE 1: US AD FORECAST

TABLE 2: INDUSTRY VERTICALS

GLOBAL AD SPENDING DYNAMIC 2024

KEY FIGURES

TABLE 3: GLOBAL FORECAST BY MARKET

TABLE 4: GLOBAL FORECAST BY MEDIA

ABOUT THE RESEARCH

The MAGNA market research is media centric. It estimates net media owners advertising revenues based on an analysis of financial reports and data from local trade organizations; other ad market studies are based on tracking ad insertions or consolidating agency billings. The MAGNA approach provides the most accurate and comprehensive picture of the market as it captures total net media owners’ ad revenues coming from national consumer brands’ spending as well as small, local, “direct” advertisers. Forecasts are based on economic outlook and market shares dynamic. The full Ad Forecast report (80 pages) and dataset contains more granular media breakdowns and forecasts to 2028, for 70 markets.

Next Global Forecast: June 2024 – Next US Forecast: March 2024.

ABOUT MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 50 reports per year on media and advertising market trends.

To access full reports and databases or to learn more about our market research services, contact [email protected].

 

WHAT GEN Z’S CONNECTED TV VIEWING HABITS CAN TEACH BRANDS

Published on Ad Age

New research shows ways advertisers can shift media strategies to better engage with younger TV viewers

The divide between viewing habits for older versus younger generations continues to deepen, which means advertisers may need to embrace new media strategies in order to fully capture Gen Z and millennial consumers’ attention.

While viewership has been shifting from linear TV to connected TV, and streaming platforms broadly, the medium is particularly impactful for reaching Gen Z and millennial viewers. Perhaps unsurprisingly, both age groups spend over half of their time consuming video content on connected TV, while Gen X and Boomers still watch mostly on broadcast and cable, according to new research from Magna Media Trials and Samsung Ads.

Engaging Gen Z and Millennials is far more complex than simply shifting spend from one platform to another, and each group shows unique viewing habits compared to one another as well. For example, a Gen Z viewer watching TV throughout the day was attentive to the most ads during late night TV (12 a.m. to 6 a.m.), followed by daytime hours (10 a.m. to 4 p.m.). The opposite is true for millennials: ads were most viewed during primetime hours (7 p.m. to 12 a.m.).

Gen Z and millennials also show opposite behaviors for the type of content that they were most receptive to seeing ads during. Gen Z was most open to advertising during multi-hour viewing sessions, specifically while watching movies over user-generated content or TV shows, while millennials showed their highest receptivity during viewing sessions of less than an hour and during user-generated content such as YouTube videos.

For brands looking to engage young audiences, the research isn’t meant to signal advertisers should immediately shift all media buys to movies viewed after midnight. Rather, “I would consider these untapped opportunities where advertisers should explore and test and shift some in that direction,” said Kara Manatt, executive VP of intelligence solutions at Magna.

Manatt said that as advertisers have followed audiences to CTV platforms, “a lot of the focus was on being more personalized with who [the client] is reaching…but we have not yet taken full advantage of the creative aspect of CTV.”

CTV and streaming platforms offer advertisers greater capabilities to serve different ads to different viewers, or evolve the creative served to one viewer over time, as well as new formats such as shoppable and interactive ads.

Magna and Samsung’s research found that millennial viewers were receptive to brands that showed multiple creative variations when they were served multiple ads from the same brand, while Gen Z preferred consistent messaging. However, both age groups were less attentive to ads being shown multiple times within short time periods and were most tuned in when an ad was spaced out by at least three hours.

Media buyers have long criticized frequency control in streaming and the inability for some platforms to reduce frequency while still delivering audience guarantees, which they say won’t happen until ad-supported streaming grows audience numbers.

However, the length of ads can also determine viewer attention and can create more cost efficient opportunities for marketers. On average, Gen Z and millennials watched nearly seven seconds of 15-second ads, according to the research. Attention increased for longer ad formats, but not at an even rate. Both age groups watched approximately 10 seconds of 30-second spots; Gen Z watched about 12 seconds of 60-second ads while millennials watched them for nearly 14 seconds. Millennials were tuned in for 15 seconds of 90-second spots, while Gen Z’s attention dropped to under 11 seconds for the longer ads.

Largely, “brands should be considering the different patterns” of Gen Z and millennial TV viewers when developing media strategies, said Manatt. A brand “may want to even deliver a different message to a millennial than they would Gen Z. They’re in very different life stages, so it makes sense for all advertisers to start exploring and looking at generations uniquely.”

 

Read the Full Study

 

Read the Article on Ad Age

NEW MAGNA RESEARCH WITH SAMSUNG ADS EXPLORES CONNECTED TV VIEWING HABITS OF A NEW GENERATION OF GEN Z AND MILLENNIAL VIEWERS

Research finds that ads on CTV are better quality and more relevant, according to Gen Z and Millennials

New York, NY – November 2, 2023 – MAGNA Media Trials, in collaboration with Samsung Ads, released a new study today that explores the viewing habits of Gen Z and Millennial audiences. Their onward march toward digital platforms, such as Connected TV (CTV) sets viewing habits apart from previous generations, creating new challenges – and opportunities for advertisers vying to secure their attention.

The new study, Capturing the Attention of our Youngest Generations, The Digital Advertisers’ Guide to Reaching Gen Z + Millennials on Connected TV, explored highest attention to ads by time of day on CTV, average attention spans by content type and their reactions to repeating ads. One finding, untapped by advertisers, is that Gen Z spends the most time looking at ads on CTV during late-night, locking in for an average 9.63 seconds per spot, while millennials dial up focus during traditional primetime at 9.8 seconds per spot.

Daytime and late night are Gen Z prime times as data revealed viewability rates are at their highest (62%) during late night and daytime capturing a 57% viewability rate and 55% ad receptivity. Millennials’ viewability rate is highest, at 59%, during traditional primetime hours.

“Each new generation claims their own unique viewing behaviors, as evidenced by the shift toward CTV and short-form content,” said Kara Manatt, MAGNA’s EVP, Managing Director, Intelligence Solutions. “Our research hints that other trendlines are more eternal, as Millennials, who are raising families and entrenched at work, clock peak viewability being during primetime and Gen Z, still by majority students, having the bandwidth to watch during daytime and late night.”

Previous MAGNA research has tracked younger generations progress toward CTV. A 2022 MAGNA Time Spent Report determined that streaming networks receive a 56% share of Gen Z TV time and 52% of Gen Y/Millennials’. Gen X and Boomers devoted 30% and 15% of their viewing time, respectively, to CTV.

The study enlisted a nationally representative panel of 2,717 individuals who installed TV visual attention technology in their households to capture automatic content recognition (ACR), resulting in 73,531 ads analyzed for viewability and visual attention. Researchers also recruited approximately 1,022 Gen Z and Millennial CTV users to keep a media consumption log.

Ads viewed on CTV were perceived to be of better quality and more relevant than those aired on broadcast and cable, according to Gen Z and Millennial respondents. For example, 60% of Gen Z and 56% of Millennials agreed that CTV featured better quality ads than cable and satellite and 67% of Millennials and 62% of Gen Z believe they are more relevant.

Other findings include:

  • Gen Z has a greater tolerance for advertising during long-form content, of an hour or more at 46% receptivity, compared to shorter spurts of less than an hour. (38%). In turn, 52% of the cohort was more open to ads during movies, and less so to TV shows at 44%.
  • Millennials are more attentive to ads during sessions of less than one hour at 62%. They were most open to ads aired during DIY programming at 61%.
  • Repeating the same ad in tight timeframes taxed visual attention rates. Gen Z (43%) and Millennials (28%) peaked in attention when the same ad should air three or more hours apart.
  • Gen Z pays more attention to ads appearing on FAST channels, at 31% vs. 27% for non-FAST outlets.

“This research adds powerful context to what we observe every day at Samsung Ads. TV for Americans, particularly younger generations, is streaming-first. It calls for brands to rethink how and when they should engage them on the biggest and best screen,” said Justin Fromm, Head of Insights, Samsung Ads. “This research underscores the highly nuanced behaviors of Gen Z, and Millennials that marketers should approach strategically, based on the multiple layers of data that are now available.”

The full study can be found here.

About MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.

 

About Samsung Ads

Samsung Ads is Samsung Electronics’ advertising ecosystem, spanning hundreds of millions of smart devices across TV, mobile, desktop, and beyond. Our deep understanding of consumers and unmatched position at the intersection of hardware, software and advertising delivers quantifiable results for brands on a massive scale.

With the largest single source of TV data in the market, reaching 3 in 4 U.S. households, Samsung Ads unlocks unmatched opportunities to engage consumers during connected moments that matter. Today, Samsung Ads serves over 25 countries around the globe.