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WHY BRANDS LIKE P&G AND L'ORÉAL ARE INVESTING MORE IN CTV WITH HELP FROM RETAIL
MEDIA NETWORKS

An industry that historically moved slowly is shifting quickly away from linear
TV and digital into streaming as shopper data fuels change

By Jack Neff. Published on November 28, 2022.
READ THIS NEXT   
Disney’s Iger tells employees hiring freeze to stay in place

Credit: Composite by Ad Age; iStock, Tide

Ad revenue has softened at many TV networks, and more surprisingly, at the
digital powerhouses that have driven industry growth for more than a decade. At
the same time, packaged-goods brands, under margin pressure from rising costs,
are pulling back on ad spending to mitigate consumer price hikes.

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In this article:

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Jack Neff

Jack Neff, editor at large, covers household and personal-care marketers,
Walmart and market research. He's based near Cincinnati and has previously
written for the Atlanta Journal Constitution, Bloomberg, and trade publications
covering the food, woodworking and graphic design industries and worked in
corporate communications for the E.W. Scripps Co.

Follow View all articles by this author

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