The past decade saw programmatic ads diversify and become more mobile-dominated. Looking ahead, our analysts believe technology will continue to influence the programmatic ad channel. Addressability, driven by the impending demise of third-party cookies, will drive a surge in alternative identity solutions; ad tech will face consolidation fueled by demands for transparency and control; and AI will open advanced targeting and measurement capabilities.
On today’s podcast episode, our analyst Bill Fisher asks forecasting writer Ethan Cramer-Flood and forecasting analysts Oscar Bruce Jr. and Zach Goldner about the most interesting Insider Intelligence international forecasts of the past year, as well as what we can expect for 2024.
Adapting to consumer preferences: YouTube's new approach features longer but fewer ad breaks on connected TVs.
Nascent partnerships from 2023 will start packing a punch in 2024. Companies without an overwhelming market advantage will need to join forces with rivals or complementary partners to keep boosting revenues.
Instagram debuts AI background editor, enhancing user creativity: Major advertisers shift spending from X to Instagram for safety.
Revolutionizing AI-driven news: The OpenAI-Axel Springer deal sets a new standard in digital journalism.
“We’re shifting into a lot of new paradigms in advertising, which is the underlying theme of all of the 2024 trends,” our analyst Paul Verna said on our “Advertising Trends to Watch for 2024” webinar.
US ad and PR sectors reach employment highs: Robust job growth reflects industry resilience and demand for services.
Walmart+ increased the money it spent on advertising by 87% between January and September 2023 as compared with the same time period in 2022, per MediaRadar.
The unstoppable retail media: Spending in this channel is going up as advertisers keen on first-party data shift more marketing funds to retailers
Prime Video gets its first major advertising partner: IPG Mediabrands will get first-look access to new ad formats when Prime Video debuts ads in 2024.
Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.
Spending on TV ads overall will resume growing in 2024. After a dip in 2023 caused by traditional TV’s long decline and a relatively weak period for CTV, combined spending on TV and CTV will grow every year through 2027 and close in on $100 billion. Except for 2020 and 2023, this combined market will have grown every year since we started tracking CTV in 2018.
On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.
The ANA deals a blow to demand- and supply-side platforms: A report claims that advertisers could save $22 billion in programmatic spending through specific measures.
Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.
TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.
Amazon to shutter Amazon Ad Server by 2024, focusing on growing other ad services: Reflects a strategic shift towards more promising advertising technologies.
On today's podcast episode, we discuss whether Uber's business is actually sustainable, how many Americans use ride-hailing apps, and what the ad opportunity is. "In Other News," we talk about whether there will be more—or fewer—self-checkout options by the end of next year and whether the world is ready to accept humanoid robots used by Amazon. Tune in to the discussion with our analyst Yory Wurmser.
How two years of ceaseless layoffs are changing publishing: Vox and Condé Nast are the latest to cut costs, but new models are emerging.