Noted analyst Brian Wieser of the strategic advisory and consulting firm Madison and Wall estimates that U.S. advertising for internet-focused platforms grew approximately 14% in the latest quarter \u2014 or closer to 15%, excluding political.<\/p>\n
Those platforms in the calculation include digital advertising from search, social networks, commerce media and other non-TV-focused platforms.<\/p>\n
\u201cThis outcome represents a significantly better result than we expected coming into the quarter \u2014 we forecast closer to 8% growth excluding political advertising \u2014 and an acceleration from 4Q24\u2019s level excluding when we exclude our estimates for political advertising,\u201d Wieser writes. \u201cWe estimate that ex-political growth was more like 11% during that quarter, or 14% in total, making for a superficially similar growth rate in both periods.\u201d<\/p>\n
Television, meanwhile, was more aligned with expectations. Madison and Wall estimates that national TV sellers, including CTV-focused properties, grew about 1%. \u201cHowever, the increasingly better way to look at the health of television (given the overlapping sales efforts of national and local properties in digital environments) is to include local broadcast station groups excluding political advertising. On this basis, the medium was down by -1%, or slightly better than 4Q24\u2019s -3% level.\u201d<\/p>\n
In determining how to interpret the numbers, Wieser says digital advertising\u2019s outperformance was \u201csignificant.\u201d But how much was due to a \u201cpull-forward\u201d of demand ahead of President Trump\u2019s tariffs, and how much was due to \u201cthe persistence of secular trends\u201d that have caused digital advertising to outperform is an open question.<\/p>\n
\u201cIt\u2019s difficult to say, although the clues embedded in the most recent GDP and retail sales data do strongly suggest that there was a significant amount of consumer demand pulled forward,\u201d Wieser writes, \u201cand to the extent that marketers wanted to capitalize on that demand, it\u2019s entirely plausible that spending would have been executed in digital environments where very short term demands could have been capitalized on by marketers and the entities that work with them (and who want to be able to claim \u2018performance,\u2019 even if that performance would have occurred anyways).\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Noted analyst Brian Wieser of the strategic advisory and consulting firm Madison and Wall estimates that U.S. advertising…\n","protected":false},"author":2,"featured_media":105876,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3161],"tags":[5899,3082,12,53,16,15],"class_list":{"0":"post-105875","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-internet","8":"tag-free","9":"tag-internet","10":"tag-news","11":"tag-technology","12":"tag-uk","13":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114516740504999619","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/105875","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=105875"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/105875\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/105876"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=105875"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=105875"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=105875"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}