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US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.

Following nearly 25% growth in 2023, US game ad revenues will total $8.59 billion this year, a growth of 6.7% over 2023, per our March 2024 forecast.

AI and ad revenues lift Microsoft鈥檚 fiscal Q1: Company鈥檚 AI-powered ad platforms draw advertisers amid enterprise cloud gains.

Not every trend gets the headline it deserves. Our analysts spotted three undervalued ad mediums (in games, shoppable media, and ride-share companies), each holding an opportunity for advertisers to diversify their spend, explore formats, and identify untapped audiences. Here are the ad forecast trends you need to know.

It hosted Amazon Gaming Week from April 30 through May 5, and Amazon Pet Day begins on May 7. Amazon is increasingly using seasonal or category-specific events to drive sales and build awareness of its growing selection of name brands. The events also boost retail media spending as brands aim to ensure they are front and center during the sale.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

Roblox emerges strong after a tough 2022: While users and revenues rose, the metaverse platform鈥檚 advertising ambitions haven鈥檛 yet taken off.

With 34 million developers, a massive app ecosystem, and a burgeoning ad business, Apple could fast-track its metaverse ambitions behind its MR headset announcement.

Any brand delving into in-game advertising must be cautious about not distracting from the experience. Over a third (35%) of desktop gamers said ads negatively affect their experience, compared with 55% of gamers who said that product placements in games make the experience 鈥渕ore real,鈥� per a Comscore survey as reported by Digiday.

Global metaverse revenues from gaming, services, ecommerce, and advertising are projected to hit $54.50 billion by 2028, per S&P Global. Our take: Unlike Apple鈥檚 and Meta鈥檚 closed ecosystems, democratized XR and VR spreads hardware and software development鈥攁nd ecosystem expansion costs鈥攁cross various partners.

Smartphone gaming, a popular activity among teens and children, would be affected by a school day ban. Companies specializing in mobile gaming could observe a reduction in user engagement and in-app purchases.

As mobile games adjust to privacy rules and consoles pursue new native ad formats, brands finally have more chances to advertise in games.

Both Walmart and Amazon are experimenting with physical commerce in the metaverse by integrating product listings and other commerce tools into video games. Retail media experts are betting on shoppable video, but consumer adoption has yet to spread beyond social media. Social commerce has pushed shoppable media into the mainstream.

Microsoft鈥檚 attempt to acquire Activision Blizzard in what could essentially create a video game monopoly has many, including the Federal Trade Commission, keeping a close eye on the gaming industry. The $68.7 billion acquisition would give Microsoft a leadership position with franchises like Call of Duty, Candy Crush Saga, World of Warcraft, Diablo, and Overwatch.

Roblox could kick down the door to an in-game advertising boom: The gaming and metaverse platform is deepening ties to the ad industry and hiring for ad tech roles.

Virtual platforms offer brands valuable insights: Roblox activations generate significant consumer engagement and real-world revenues.

A technical error flooded PS5 home screens with outdated ads, sparking frustration. Sony's response addressed the issue, but concerns about in-game ads remain.

Netflix wants to turn your TV into a game console: By ditching AAA ambitions and betting on casual, connected TV games controlled by phones, Netflix is playing the long game to capture Gen Z gamers.