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Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

But Gen Z, social is so central to their lives and it cuts across activities, so for media consumption, video news, right through to retailing. So I've no doubt that social commerce will ramp up as Gen Z ages into this financially independent population. So not much change in two years, but definitely moving towards the mainstream. Marcus Johnson:. Suzy. Suzy Davidkhanian:.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn鈥檛 without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

Our forecasting methodology for worldwide ad spending is based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media

The opportunity: 35% of US advertisers say that connected TV (CTV) and OTT are the most effective media channels for brand marketing objectives, according to November 2023 data by Comscore and Proximic. 鈥淏rands can't solely focus on high-traffic platforms like Meta, Google, and Amazon.

Voice assistant adoption continues to grow, but the pace has slowed. Gen Z and seniors are key growth drivers, while smartphones and smart speakers remain central to the ecosystem as innovation and fresh competition shake up the sector.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer

Not surprisingly given its ethnic and linguistic diversity, Western Europe doesn鈥檛 fit predictable patterns of media consumption. It鈥檚 generally a paragon of traditional media but a relative laggard in TV viewing. It鈥檚 a hotbed for newer digital technologies like smartwatches and smart home products but not particularly strong in video or audio streaming.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports, and device adoption trends.

This enables advertisers to plan and manage retail media campaigns alongside other digital media channels. 2. Night Market provides real-time insights. Night Market, Horizon Media鈥檚 commerce division, has launched NEON, an AI-powered SaaS platform for real-time standardization of campaign measurement across all the RMNs an advertiser works with.

The younger cohort of Gen Z is aging into the workforce, but are their technology and media habits aging with them? With smartphones, streaming, and social networks woven into their daily lives, Gen Zers consider the combination of media and technology pivotal in maintaining community and staying informed. Key Question: What are Gen Z鈥檚 technology and media preferences in 2023?

On today's podcast episode, we discuss how the time we spend with media is changing鈥攁 double milestone for digital and mobile, when time spent watching CTV will catch up with linear TV, and why social media time will fall for the first time ever. Tune in to the discussion with host Marcus Johnson, director of forecasting Oscar Orozco, and forecasting writer Ethan Cramer-Flood.

No major media device or format is growing faster in terms of time spent. Yet advertisers haven鈥檛 migrated to CTV nearly as much as consumers have, partly because most CTV time still isn鈥檛 ad-supported. As new ad tiers (like within Netflix and Disney+) grow, so will the opportunity to meet audiences there.

Shifting internet and media usage. Streaming, super apps, and gaming. What鈥檚 notable in retail ecommerce.

While we expect the number of Gen Z digital video viewers to stabilize, their media consumption is more intertwined with their social media use than is their predecessors鈥�.