蘑菇AV

The market for GVC viewership is reaching maturity in the US, but there鈥檚 still room to grow elsewhere. Meta has acknowledged this reality by focusing on attracting creators from the Asia-Pacific region to expand Facebook Gaming. Twitch, Meta, and YouTube remain the big players.

How is the US programmatic display market growing鈥攁nd not growing? Which identifiers and post-cookie targeting strategies are working? How is supply-path optimization affecting the number of partners publishers use?

KEY STAT: CTV will account for about one-tenth of US total digital ad spending in 2023. What is CTV? We define CTV advertising as digitally sold ads that appear on TV screens. This includes ads shown on smart TVs that feature their own internal internet capabilities as well as ads that are transmitted through external devices, such as Amazon Fire sticks, Blu-ray players, and gaming consoles.

As consumers increasingly cut the cord, connected TV (CTV) has emerged as a key platform for advertisers, with US brands expected to spend over $28 billion on CTV in 2024, according to 蘑菇AV. CTV鈥檚 performance-driven features, like precision audience targeting and detailed reporting, are transforming TV advertising and making it accessible for businesses of all sizes.

To address the impact of cookie deprecation, 60% of US marketers are turning to first-party data strategies, according to March 2024 data by Epsilon and Phronesis Partners. More than 6 in 10 US marketers plan to keep digital ad spend the same but invest in tactics not reliant on third-party cookies, the same report found. 2. Commerce media may change the way consumers interact with brands.

For the first question, we go back to digital ad spend. We're talking about the Triopoly. What share of US digital ad spending do the big three, Google, Meta, and Amazon, account for this year, according to our forecast? What share of US digital ad spending do the big three, Google, Meta, and Amazon, account for this year according to our forecasts? Answers, folks.

B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to 蘑菇AV鈥檚 August 2024 forecast.

The US retail media boom is a preview of what鈥檚 to come. We estimate retail media accounted for 7.7% of digital ad spending in Latin America in 2022, based on Portada鈥檚 retail media figures and our ad spending data. That鈥檚 on par with retail media鈥檚 8.3% share in the US four years earlier.

On TikTok, the number of searches by a typical US user on an iPhone went from 18 in August 2022 to over 100 in January 2023鈥攁 more than 455% increase鈥攁ccording to an April 2023 report from app data firm Measure Protocol. Overall, 74% of US TikTok users search on the app.

In fact, almost half of US agency and brand marketers who use AI or ML are leveraging it for targeting and measurement use cases, per Advertiser Perceptions. We鈥檒l see more ad tech vendors refocus their go-to-market strategy around AI as the Google-imposed deadline approaches. Here are some ideal testing grounds for AI and ML solutions:. Finding lookalike audiences without deterministic data.

Of the additional $8.49 billion US advertisers will put toward search this year, 15.8% will go to Google. But that represents just 2.4% growth for Google鈥檚 US search business鈥攖he slowest its growth has been in the history of our forecast and significantly below the 6.6% growth it will achieve worldwide this year. To salvage stronger growth from search, Google is leaning into the AI boom.

More than two-thirds (68%) of US adults are worried about misinformation being included in results from search engines that use AI, per Morning Consult. Consumers are also wary of search personalization. Personal data privacy is the top AI-related concern among US adults, cited by 74% of respondents to the Morning Consult survey.

Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels.

Search will account for just under two-thirds (65.8%) of US retail media ad spending in 2023 and inch down about a point per year, to 63.4% by 2025. Advertisers are eagerly spending in retail media鈥檚 off-site channels, including connected TV (CTV).

Retail media is the primary channel for incremental digital ad dollars. Retail media is in heavy growth mode at scale. In 2022, retail media made gains on other digital advertising formats like display and search. It also surpassed the Canada TV ad market for the first time. Retail media is the fastest-growing digital ad segment.

On the media side, digital ad spending will grow by 12.0% in 2023. Further, digital ad spending will maintain relatively high levels of growth, tapering down only slightly to 10.8% by 2026. Retail media will increase by more than 20% in 2023 and 2024鈥攁lmost double the rates of the other forecasts cited.

Ad spending growth has come back to earth in the US, but not for connected TV (CTV). Total media ad spending will increase by just 7.0% this year, while digital spending will increase by 12.0%. CTV, meanwhile, will cruise along with 27.2% growth, a figure reminiscent of the good old days of boomtime ad spending.

Brands will build their presence on TikTok to reach its 45.7 million US Gen Z users. We expect TikTok to dethrone Snapchat as the generation鈥檚 most used social media platform in 2024.

Ads were the top reason why US social buyers made their latest purchase, excluding 鈥渇inding products they like,鈥� per our September 2022 US Social Commerce and Digital Trust Survey. Internal Google data shows that almost 40% of US users ages 18 to 24 start their searches on TikTok or Instagram. Facebook is preparing to turn Marketplace into a revenue stream, and search ads would be a logical next step.

Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.