Understanding Macro Media Trends

Online Video Market Uncertainty

Situation

Guideline Spend intelligence demonstrates that overall digital video spend was flat in Q1, adding up to 3 straight quarters of virtually no growth in the market. It also shows that key categories have largely reduced their investment in the space in recent quarters, while picking up again over the past two months.

Situation

In a disruptive market scenario, a media owner heavily invested in online video is struggling to determine if the deceleration over the past year is holistic across the industry or its business is under-performing.

Outcome

Executive leadership gains certainty around the fact that the business is invested in the right segment of the market and sees an opportunity to introduces changes in product to start shifting from short-form and into long-form OTT.

Guideline Q1 Graph

Q1 2023 - Digital by AD Type

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Guideline Q1 Graph

Q1 2023 by Media Type

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