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That’s more than double the amount spent on display ads in 2019, prior to the pandemic. Brazil will represent the bulk of display ad spending this year, accounting for nearly 40% of the regional total. However, display’s share of total digital ad spending will be highest in Colombia, at 80.2%. Video advertising is a force to be reckoned with in Latin America.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Social commerce on TikTok in the country is limited to transactions triggered by in-app display ads but completed off-platform on retailer sites. Video Shopping Ads are available in Canada, requiring retailers to establish a catalog within TikTok’s business dashboard (rather than using a TikTok Shop account, a feature available only in the US, UK, and six countries in Asia, or via Douyin in China.).

Brands are eager to try intrinsic ads in premium console games, but they already exist in mobile and PC games as billboards or other 3D display ads. Identify game platforms with titles that match your customer base. Over half of the US population plays games. Most gamers spend at least some of their game time in mobile games, which already have extensive ad tech to support brand advertising.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.

Retail media networks deliver 183% higher engagement, but with tradeoffs: Viewability and strategic ad placement are key, says new DoubleVerify report.

Create better email copy and images for retargeting display ads. More than 40% of marketers use GenAI to create email copy, according to Botco.ai. Additionally, AI-generated subject lines had a 68% better click rate than human-generated variants, translating to a potential incremental revenue opportunity of $5.8 million, per a December 2022 study by Persado.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.

Conversely, the display ad share will range from 22.8% to 23.9%. These numbers don’t tell the whole story of how retail media is evolving. Because display is a broad category that includes video, knowing that display’s share will stay constant doesn’t preclude video from taking on a greater presence within retail media display, especially as companies like Amazon and Kroger double down on CTV ads.

Last year, Adalytics reported that Google misplaced 80% of video ads. Google contested the report, but concerns about ads showing up in places advertisers don’t want them to persist.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.