Scout: Programmatic Ads at the Movies, CTV Transparency, and More

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 8/4/23 - 8/10/23 to stay ahead of the curve:

AI’s black box problem has clients cautious but curious, agency execs say [:04]

Sometimes, Generative AI can feel a bit like magic. But while AI is an exciting opportunity for the industry, some prominent agency leaders say they’re seeing a lot of hesitance from clients who are hypersensitive to GenAI’s risks and want to know for themselves just how that magic trick works.

Programmatic Ads: Coming Soon To A Theater Near You [:03]

Ads at the movies? Nothing new. But programmatic ads at the movies? That’s what National CineMedia has planned. Starting in Q4 this year, the cinema advertising company will sell movie screen inventory through programmatic guaranteed and PMP deals, as well as on the open exchange through vendors like Place Exchange—a programmatic SSP for digital out-of-home and place-based media.

Six in 10 streaming viewers will watch ads to save a few bucks [:01]

Meanwhile, if you’d rather connect with consumers eating their popcorn at home, a new study shows that the majority of streaming TV viewers prefer to watch ads to save $4–$5 per month on their subscription fee. Cost savings are great, but viewers are also praising Max, Disney+, and Netflix for delivering a better ad experience compared with their competitors.

CTV Buyers Are Still Struggling to Know Where Their Ads Ran [:05]

Content-level transparency has long been commonplace in linear TV, but it’s still mostly absent from CTV ad buys…for now. Many publishers have begun moving toward providing genre-level (or even show-level) data to buyers post-campaign, and with Hollywood labor strife threatening the 2023-2024 TV season and fueling a slow upfronts buying cycle, the time may be right for an uptick in transparency.

7 Things to Know About Cannabis Consumer Behavior in 2023 [:05]

With more and more states legalizing marijuana, the cannabis market boom is in full swing. Curious as to what 2023 pot proponents have in common, and what drives their decision-making? This piece has seven smoking hot insights on cannabis consumer perceptions, behaviors, and personas to pass your way.

Test Your Digital Advertising Knowledge!

Show off your marketing chops with our question of the week. This week’s hot topic: digital ad spend in B2B advertising.

In 2019, what percentage of total B2B ad spend was dedicated to digital channels?

1. 16%
2. 29%
3. 40%
4. 47%

Get the answer, plus expert insights on what B2B marketers should know in 2023, right here.

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