Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?
TV accounts for 54.8% of US Black consumers鈥� weekly time spent with media. CTV makes up less than half of all TV time (39.5%) among Black adults, per Nielsen. But this share is heavily skewed by the volume of live TV consumed by Black viewers ages 65 and older. CTV is popular among younger Black viewers, who are also likely to have multiple streaming subscriptions.
Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.
"Media saturation is here," said our analyst Ethan Cramer-Flood in a new episode of "Behind the Numbers," describing a fundamental shift in how Americans consume content. "We have always been able to count on Americans spending an ever-increasing amount of their day with media鈥� We're basically saying that this is now coming to an end."
Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.