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Our forecast calls for search spending to rise faster than total digital ad spending. In Western Europe, digital ad spending will go up 8.9% in 2023, per our forecast. Search spending will top that at 9.2%. Across Europe, search will claim a higher share of digital ad spending in 2023 than in other regions. Brands鈥� best friend: Retail media will be a godsend for brands that use it wisely.

Streamers, pay TV sue to block click-to-cancel: The FTC鈥檚 attempt to standardize digital cancellations may have an uphill battle.

Some of AI鈥檚 biggest players didn鈥檛 see meaningful bumps in search ad spend share (Google), product searches (Amazon), or ad spend (Microsoft), 鈥渂ut that might change in 2024.鈥�. AI will continue to influence conversational search, visual search, and voice search next year, changing ad delivery and performance.

Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.

While social search advertising dollars aren鈥檛 large, Williamson believes momentum will grow. 3. How should marketers approach social search? Marketers shouldn鈥檛 abandon Google or Amazon anytime soon.

Google still captures most US search advertising dollars, but its share has declined by 7 percentage points over the past four years to 53.9%, while Amazon has increased its share by nearly 10 percentage points to 22.5%. Walmart: No retailer comes close to challenging Amazon鈥檚 retail media dominance, but Walmart is working its way up the ladder.

But questions over generative AI鈥檚 trustworthiness will prevent it from disrupting strategically important channels such as search ad spending.

Key stat: US Google Search ad revenues will hit $57.49 billion in 2023, accounting for 52.2% of total search ad spending in the US, according to our forecast. There aren鈥檛 a lot of search sellers to begin with, while the buy side is crowded. Amazon will have 21.7% share in 2023, followed by Microsoft at 5.3% and Apple at 4.7%, per our forecast.

Google鈥檚 app store will claim most of the search spending that Apple doesn鈥檛 absorb, while Meta鈥檚 platforms will remain the most common destinations for display ads from mobile app marketers. To see the full forecast, click here. Prediction. Apple will secure the largest share of new spending in this category for years to come鈥攂ut it won鈥檛 stop there.

These behavior shifts have put traditional search ad budgets in a precarious state. And more marketers are turning to retail media as a key touchpoint to reach consumers closer to the point of sale. Traditional search engines are struggling to maintain relevance in product research. Retailers鈥� digital properties were the channel of choice.

As 2023 comes to an end, this is the data you need to kick-start 2024.

For context, search ad spend will make up 41.7% of US digital ad spend in 2024. All this begs the question posed by Pranav Dixit, 鈥淲ho makes money when AI reads the internet for us?鈥� It鈥檚 not publishers, programmatic advertisers, or users. It鈥檚 the search engines that scrape the internet.

Search spending will rise faster than total digital ad spending. In Western Europe, digital ad spending will increase 8.9% in 2023, per our forecast. Search spending will outpace that at 9.2%. Across Europe search will claim a higher share of digital ad spending in 2023 than in other regions. Meanwhile, spending on retail media networks is surging. 

鈥淭he promise of a way better consumer experience is here. The promise of real personalization is here,鈥� said Kya Sainsbury-Carter, corporate vice president of Microsoft Advertising.

If the DOJ breaks up Google, who would be king of search? A filing hinted at a potential breakup, but political uncertainties could slow plans.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

However, ecommerce platforms like Amazon Business are drawing in search ad dollars, while social platforms like Instagram are leaning into search too. Google's share of the B2B search ad market will decline to 72.9% in 2023, from 80.5% in 2019. B2B mobile ad spend steadily gains a bigger share. B2B mobile ad spending will grow 12.2% YoY in 2023, a slowdown from 2022鈥檚 figure (18.1%).

Google鈥檚 AI Overviews debut advertising space: Pressure to monetize costly AI tech is driving Google to launch ad space in AI Overviews as it works to improve the product.

Economic uncertainty will drive search ad spending. Amid a more challenging macroeconomic environment, advertisers in Latin America will lean more into lower funnel tactics, like search. The region鈥檚 retail ecommerce and retail media booms will also help fuel search鈥檚 double-digit gains of 11.8% in ad spending this year.

Takeaway: Ad spending will grow 7.5% YoY in 2023, with search ad spending topping all other formats. Align ad strategies with the consumer media consumption trends unpacked in The Global Media Intelligence Report 2022. Takeaway: The UK leads Western Europe in time spent on online TV/streaming, gaming, and broadcast TV. Only the US beats the UK in time spent on broadcast TV. Sources. CB Insights.

Amazon plots an upgrade to its search capabilities, with help from generative AI: The retailer is planning to incorporate an AI chatbot to help shoppers with queries, recommendations, and product comparisons.