3 milestones marking CTV’s rise

Plus, Meta expands ad loads with pop-ups on Instagram Stories [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JUNE 14, 2024 What percentage of US consumers say they can confidently distinguish between AI-generated ads and ads produced traditionally? A) 16% B) 49% C) 59% D) 71% [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [3 milestones that mark the ascent of CTV as a marketing channel]( “CTV is not just an add-on anymore. It can be used for reach, clearly, hitting over 233 million people a month in the US," our analyst Ross Benes said on a recent [Meet the Analyst webinar](. Although linear TV can’t be dismissed just yet, and CTV has a ways to go before claiming its crown, here are three key 2024 milestones that attest to its growing ad power. [Keep reading]( IN THE NEWS [Instagram explores pop-up ads in Stories as it cranks up ad loads]( Pop-up ads on Instagram Stories would appear at the bottom of the screen in a semi translucent banner, as part of a broader effort from Meta to expand ad formats. Our view: The platform is unlikely to abandon its advertising plans unless it begins to affect time spent on the app. Time spent on Instagram is still rising, albeit at a slower rate than in recent years. After a 13.9% spike to reach 15 minutes daily last year, US time spent will grow just 5.5% this year to 16 minutes, per our forecast. [Keep reading]( ANALYSIS [Consumers are buying more household essentials online—that’s good news for CPG marketers]( More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here’s a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all. [Keep reading]( THINGS TO KNOW 📺 [Albertsons integrates retail media with CTV advertising]( 🤖 [Amazon says it’ll spend $230 million on genAI startups]( 📍 [Advertisers should plan for the demise of IP address, IAB Tech Lab CEO says]( ⛔ [YouTube is breaking ad blockers again, trials viewing limitation]( 🚗 [Uber expands Journey Ads to programmatic buyers across Rides app]( PODCAST [Behind the Numbers: The biggest AI story no one is talking about]( Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( “Behind the Numbers” is made possible by Roundel. [The Weekly Listen: The biggest AI story no one is talking about, YouTube takes over the TV, and personalized seat-back ads]( [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](