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At CES 2025, AI demonstrated its potential as a force multiplier, transforming everything from living rooms to daily commutes.

US eCPMs for digital video, display, and audio formats fell in Q2 2024—the average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

In 2022, digital ad spending will grow across all B2B industries. Despite the pandemic and ongoing economic uncertainty, B2B marketers will devote an increasing share of their budgets to digital through 2024.

After two years of dramatic highs and lows for various industries, digital ad spending growth rates will settle into relatively similar patterns for the 10 industries we track. However, aggregate spending will remain vastly different.

The pandemic is becoming endemic, and the changes consumers adapted to in the past two years—such as telehealth and retail health clinics—are here to stay. Healthcare and pharmaceutical advertisers must reassess their digital strategies to boost engagement with consumers and healthcare professionals.