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Netflix鈥檚 advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Apple's streaming price hikes test their brand equity: The tech giant's audio and video services are getting more expensive; will consumers grin and bear it?

Ad-supported streaming will help diversify the retail media mix. The rise of innovative ad formats and targeting capabilities鈥攍ed by Mercado Libre and Amazon鈥攊s enabling a shift in retail media. Expect competing retailers to work to differentiate their offerings and stand out from the competition as video grows in importance. China鈥檚 growing presence in Latin America will influence shopping habits.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 video trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss why Amazon will begin its ascension to become the second-most important company in streaming advertising, how more creators and brands will embrace AI to create videos, and what to expect from streaming platform consolidation. Tune in to the discussion with our director of Briefings Jeremy Goldman and analysts Ross Benes and Daniel Konstantinovic.

More than a third of UK TV viewers are concerned about TV costs, with 20% expecting to remove a subscription streaming service and 13% expecting to add a FAST service in the next 12 months, per an August 2023 survey from LG Ad Solutions. Traditional broadcasters are also moving the dial.

On today鈥檚 episode, we discuss the relationship between video versus TV ad spend and time spent, what streaming services becoming more cost-conscious means for the space, what we can expect video measurement to look like this year, and more. Tune in to the discussion with our analyst Paul Verna.

Programmatic ad spending growth is driven primarily by video formats across streaming platforms and social networks. Explore our complete forecast for US programmatic digital display ad spending here. Programmatic growth will outpace nonprogrammatic鈥攂y a lot. Programmatic wins on flexibility and fluidity.

Those interests will help brands understand what kind of content to invest in, whether it鈥檚 tutorials, get-ready-with-me videos, or something else. It will also demonstrate which creators brands should partner with. 5. Marketers say YouTube has the best audience targeting of top social media platforms.

Display鈥檚 share (including video) of retail media will tick up this year. The 2-percentage-point bump up to 35.0% owes largely to spending on video formats, which will grow 38.5% this year. Still, display will take a back seat to search formats in retail media for the foreseeable future. Search will still account for 63.0% of spending in 2026.

The degree to which streaming services seek out and rely on ads as a main revenue driver varies widely.

Amazon can easily entice advertisers who have already invested in its other ad products to shift to video, avoiding the need to forge entirely new relationships, unlike Netflix. Our take: Rolling out key ad formats beyond its own smart TV ecosystem will help Amazon drive significant return for advertisers, boosting its streaming ad revenues in kind.

Media analysts expect to see ads soon on its streaming service, Apple TV+. Search will be a tempting addition. Also, Siri getting an AI makeover, they point out, designed to help users with the kinds of tasks for which they might previously have sourced the web. So Apple's definitely one potential. Paul, is that who you start with? Paul Verna (12:16):.