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Roblox plants deeper roots in the creator economy: The video game platform is at a fascinating crossroads of gaming and digital advertising.

Mobile game advertising will account for only 3.9% of mobile ad spending in 2024, far less than the 10.9% of mobile time spent on gaming. Brand advertisers remain cautious, which is keeping the digital ad growth rate steady. Consumers are lingering longer in their favorite apps. Nine of 10 (91.4%) mobile minutes are spent in apps.

The most popular category of subscriptions among all consumers is digital media, followed by delivery services, gaming, and food and groceries, according to SurveyMonkey. Subscription OTT connected TV platform ad spending will grow 40.5% this year to reach $7.54 billion, per our March forecast.

Instead, it invested in TikTok, metaverse, and gaming ads. And Nationwide has shifted to digital to measure the efficiency of its tactics, according to CMO Ramon Jones, as quoted in an October 2022 report by AdAge. Some insurers are resuming spending as rate actions soften.

Evaluate marketing spend across channels. Emphasize the importance of marketplaces. More like this:. For many Gen Zers, product and brand discovery happens on social media. Why advertisers need to keep up with consumer changes in streaming, social search, and gaming. Retail media will make up one-fifth of worldwide digital ad spend this year.

On today鈥檚 podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Green said it is also hoping to partner with airlines, hotel chains, and video game console manufacturers to bring its operating system to their screens and help them scale their ad businesses. After Amazon and Roku, video game consoles are the most popular CTV device in the US, per Comscore.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout鈥檚 research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

In 2026, influencer marketing spending growth will slow to 8.4%, but that doesn鈥檛 necessarily indicate waning interest in the sector. A slowdown is natural as the industry matures. Plus, our influencer marketing spending forecast excludes paid media, affiliate marketing, and channels outside of social media. So total spend going into this sector is likely much larger.

The company plans to set the proceeds from the investment aside for strategic M&A as it looks for growth opportunities across its company, including its sports betting and gaming business. It says the funds won鈥檛 be used for day-to-day operations.

Streaming services have been under great pressure to reduce expenses this year, causing many to slash original content spending. But AI has powerful creative potential. Companies like Adobe have made strides to make AI commonplace in creative fields, and the technology is already used for many purposes in animation and video game development that could be applied to Disney films.

Davidkhanian says tactics like coupons or cash back if you spend a certain dollar amount can help consumers find value in your brand and also build loyalty. 4. Lean into loyalty and memberships. 鈥淚 think retailers need to find different ways from a marketing perspective of how [to] get customers to come back and feel like they鈥檙e gaming the system and getting a good deal,鈥� Davidkhanian said.

X鈥檚 ad business is beginning to recover. But the return to growth is complicated, and there鈥檚 still a long road ahead for X鈥檚 ad revenues to reach pre-Elon Musk levels.

Epic Games will take a 12% cut of all developer revenue on Fab, and Fab users will earn 100% of their licensed product revenue through the end of the year. Epic Games boosted its stance against rivals like Godot and Unity last year by giving developers 100% of their Epic Games Store sales revenue in exchange for six months of exclusivity.

In 2024, some of our newsletter team鈥檚 predictions included that attention metrics would gain more momentum in measurement, and Gen Alpha would steal some of Gen Z鈥檚 appeal among marketers. This year, we鈥檙e expecting a surge in AI ethics campaigns, email marketing troubles, rising browser competition, as well as some innovation in the world of gaming. Our analysts have already shared many of their predictions for 2025, but here are a few more from our newsletter team.

Gaming excludes advertising on esports or gaming video content; includes advertisements placed within games on mobile platforms.

US adults will spend 2 hours and 15 minutes (2:15) a day watching CTV in 2024, accounting for over half (54.7%) of the time they spend watching digital video, per to our forecast. Here鈥檚 how advertisers can tap into CTV鈥檚 screen time this holiday season. Give the gift of a deal.

They can consider embedding branded educational experiences or games鈥攍ike Truist鈥檚 teen-focused Long Game鈥攚ithin popular digital games like Roblox and Minecraft. What鈥檚 next? Teen banking apps. Teen banking apps will be essential to retaining Gen Alphas in the customer pipeline.

The inclusion of ads on Prime Video extends Amazon鈥檚 video advertising efforts beyond its Fire connected TV (CTV) operating system, its Twitch livestreaming service focused on video games, and its Freevee free streaming service. To view our forecast for Amazon Prime Video ad-supported viewers, click here. Amazon will use sports programming to attract non-endemic advertisers.

CTV devices now account for a significant amount of time consumers spend with digital media. That鈥檚 a major reason why time spent with digital video will exceed time spent with TV this year.

Social media and gaming will drive this trend. 2. QR-launched AR will rejuvenate out-of-home (OOH) advertising. Pandemic-fueled QR code use will continue, with more than 94 million users this year, Wurmser said. That also made OOH more accessible, offering a richer ad experience for consumers and trackability for advertisers.

They're already well versed in dupes and looking for the best possible quality at the lowest possible price, and they're going to continue to carry that over into their spending. Even as they spend more, they're not going to be willing to accept lower quality or same quality for much higher prices. Sara Lebow (15:33):. Yeah. I expect high highs and low lows.

Key takeaway: Lack of transparency and communication over Microsoft鈥檚 gathering of children鈥檚 data could see Nintendo, Sony, and cloud gaming services grab Xbox鈥檚 market share.

The New York Times has done this by expanding its gaming offerings. Journalist-owned 404 Media achieved profitability in just six months by serving content to niche communities and keeping overhead costs down. And Slate is doing better than ever by publishing its own niche content and podcast. For advertisers, make sure you鈥檙e not relying on low-quality websites.