Silver streamers are undervalued
The Trade Desk
We’re committed to making digital advertising better, because the future of the open internet depends on it.
As ad-funded CTV goes global, marketers should consider ‘silver streamers’
By Zac Wang
Senior consumers — and viewers — have long been disregarded by marketers, who are usually focused on the newest generation driving cultural trends and earning their first salaries. But all that attention might be misplaced considering seniors now make up the wealthiest consumer cohort in the world.
Defined as viewers aged 55 or older, silver streamers on average make up 10 percent to 15 percent of countries’ populations worldwide, based on World Bank estimates. By 2030, seniors are projected to spend just under $15 trillion, up from $8.7 trillion in 2020. In the U.S., many of these consumers are known as baby boomers, the generation that is currently 59 to 77 years old.
American seniors are already driving streaming’s growth in the U.S. And as viewers in Asian, Latin American, and African economies age, they are likely to drive future growth for CTV advertising globally.
“Emerging markets will combine lower discretionary consumer spending with a focus upon ad monetization and emerging third-way streaming monetization, post-subscription and post-ads,” says Tim Mulligan, executive VP and research director at Midia Research.
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Just briefly
Spain’s broadcaster duopoly delves into the addressable CTV revolution as 50 of the nation’s top advertisers gather in Barcelona.
New survey-based research finds a discrepancy between the time Indonesians spend on the open internet and ad dollars being spent on walled gardens.
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What every brand needs to know before jumping into clean rooms
By Ilyse Liffreing
Clean rooms are the latest buzzy trend marketers can’t seem to quit, especially as the emphasis on needing first-party data continues to grow louder. This year, Gartner predicts that 80 percent of advertisers spending more than $1 billion a year on media will use data clean rooms.
There’s a number of reasons why. As addressable media scales up in the U.S., consumer data and identity solutions are at the forefront of brand strategy, but no one wants to relive another Cambridge Analytica debacle as more consumer privacy regulations pop up around the world (Digital Markets Act and GDPR, for instance). Clean rooms — where two entities (whether they are brands, publishers, agencies, or retailers) can exchange aggregated first-party data in a privacy-conscious “safe room” — provides a possible option for data sharing.
As much as the promise is there, marketers might want to pause on their clean room ambitions and take a walking, rather than running, approach. Many industry experts agree that marketers need certain practices in place before they decide to hop onto the industry’s latest buzzword, especially because it can be a costly and time-consuming endeavor.
“A clean room is not the solution, it’s a part to enable solutions. So, you have to make sure you have all cards on the table,” Matt Reder, senior VP, director, solutions architect at Publicis Groupe-owned media agency Starcom, which advises several companies around clean room solutions, tells The Current.
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Business & Employment Specialist
1 年I am not quite a silver streamer but it is coming. I wonder if some of it has to do with who is working in digital marketing? Seems to trend with younger employees and maybe it would benefit from looking at people with more traditional backgrounds looking for a change. Just an idea.