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As part of a new partnership with Vauxhall, 2,700 EV charging units across 619 Tesco stores nationwide will display ads for the car manufacturer on integrated digital screens. The tie-up will also see Tesco Media & Insight promote Vauxhall products through the supermarket鈥檚 social, digital, and connected TV channels. In-store advertising doesn鈥檛 have to be high-tech to be effective.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

Attention metrics can be applied throughout the campaign life cycle to minimize waste and facilitate performance. Get up to speed on how attention works and what offerings are in-market.

Search and display ads are essential to this industry. Patients turn to the internet with general or very specific queries on health matters. But they鈥檙e branching out to use social media for those searches, too. Display ads, which include video, are important tools to capture their attention with relevant content. Industry Definitions.

CTV saw better attention metrics worldwide than online video or display ads, at 69.5 AU compared with 38.4 AU for online video and 22.1 AU for display in Q3 2024, per Adelaide. CTV鈥檚 high potential for capturing attention could be one contributing factor to YouTube鈥檚 high CPM, compared with TikTok and Snapchat. Nearly 7 in 10 (67.7%) US YouTube viewers watch via CTV, per our October 2024 forecast.

It also rolled out several Walmart Connect updates earlier this year: It offered offsite media to non-endemic brands and made its display ads available to 鈥渂rands of all sizes鈥� through the programmatic Walmart Ads marketplace. The push appears to be working: Walmart Connect in the US grew 26% in Q3, and we expect its US advertising revenues to jump 31.6% this year.

The overall programmatic display advertising market is set to grow by 12.6% in 2024, with mobile programmatic ad spending tracking at about the same rate (12.7%). But CTV鈥檚 performance will outpace that by 8 percentage points, at 20.7%.

Most industries spend more on display advertising than search, but travel and healthcare and pharma are the exceptions. Display ads are favored by most industries, but there is a great deal of variance in how budgets are divided. Display ads will account for 55.9% of US digital ad spending this year.

And in 2024, Walmart Connect gave its advertisers the ability to use its custom audiences to target TikTok users with video and display ads. Click here to view our full forecast for US social network ad spending by industry. Social video ad spending will be huge again in 2024.

Control hubs may provide space for display advertising. Matter creates the need for smart home control hubs, which will probably include smartphone apps and displays within the home. Both may offer display ads in the future. Smart home IoT sector endures a period of slow growth. In 2023, smart home IoT passed a milestone: More than a third of the US population now uses a smart home device.

Retail spends a little more than half of its display ad budgets on video (50.7%), well below the average of 57.1%. It鈥檚 poised to remain in this position for the duration of our forecast period. What does it mean for marketers? The retail industry should be preparing to ride the next wave of video display advertising鈥攃onnected TV ads. Streamers are moving aggressively to grow their ad-supported tiers.