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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.

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.

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.

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.

Apple, whose digital services and advertising business brings in more than $5 billion a year, is well positioned to grab VR advertising and subscription revenue. While Apple鈥檚 metaverse could be two or three years away, it could still come sooner than Meta鈥檚 expected five- to 10-year roadmap.

A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn鈥檛 pull back or didn鈥檛 pay for the product or service in the first place.

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.

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. These kinds of activations (which promote the Barbie brand but don鈥檛 overwhelm players) may be the sweet spot for brands looking to reach gamers. 4.

Non-gaming apps are outpacing gaming apps by revenues as AI and regulations reshape the market. Read article. Honorable mentions:. Google鈥檚 future in question: DOJ considers divestment after monopoly ruling. Users flock to Threads and Bluesky as X faces latest exodus. High costs and low trust are hindering EV adoption.

With party games, GTA, and AI-powered development, Netflix is diversifying. But inconsistent strategy and low TV gaming interest could make this a tough sell.

Needleman and Tom Dotan of the Wall Street Journal round the numbers, and adding Activision would've made gaming overall about what percent of Microsoft's revenue in its latest fixed fiscal year? So Microsoft added Activision, and so how much would that have swelled its gaming revenues to if you take its last fiscal year? So basically, what share of Microsoft is gaming as a result of this deal? Okay.

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.

Microsoft bets big on AI and cloud, but TikTok acquisition could reshape its ad strategy: Investors weigh future growth against spending risks and competition.

Netflix cuts its expensive AAA gaming division, indicating anxieties about long-term, high-cost games projects. Focusing on smaller IP-based projects could better align with its business model.