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Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

In-app ads will drive US mobile ad spending past $200 billion in 2024.

鈥淲e鈥檙e shifting into a lot of new paradigms in advertising, which is the underlying theme of all of the 2024 trends,鈥� our analyst Paul Verna said on our 鈥淎dvertising Trends to Watch for 2024鈥� webinar.

On today's podcast episode, we discuss what will influence digital ad spending this year, who's the "dark horse" ad player of 2024, and how the CMO role and marketing departments will change. "In Other News," we talk about what to make of Google's latest AI creation called Gemini and some research explaining how often AI chatbots make things up. Tune in to the discussion with our analyst Yory Wurmser.

CPG digital ad spending hits $48.79 billion in 2024: Its strength is driven by D2C strategies and increased search advertising.

On today's podcast episode, we discuss what the biggest trend of 2024 will be when it comes to how consumers will spend their time鈥攁nd money鈥攁nd what the biggest opportunities for advertisers will be as a result. Tune in to the discussion with our director of Briefings Jeremy Goldman and vice president of Briefings Jennifer Pearson.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 advertising trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss how the media will go to war with generative AI (genAI), why the programmatic ad pendulum will swing toward quality, and a perfect digital media storm thats brewing for brands. Tune in to the discussion with our vice president of content Paul Verna and analysts Evelyn Mitchell-Wolf and Max Willens.

On today's special podcast episode, we conclude our monthly contest where we discuss the biggest trends of the moment and the newest research, sprinkle in some analysis, and bundle it up into a quiz. Every month this year, three of our analysts representing their respective coverage area teams have competed against each other鈥攏ow it's time to crown a champion. Today, we cover how X (formerly Twitter) will look in 2024, whether people will buy cars online, and what we can expect from the ad market. Tune in to the discussion with this month's contestants: our analysts Evelyn Mitchell-Wolf, Carina Perkins, and Yory Wurmser.

Nascent partnerships from 2023 will start packing a punch in 2024. Companies without an overwhelming market advantage will need to join forces with rivals or complementary partners to keep boosting revenues.

US political ad spending will hit the 11-figure mark this year, and digital will make up a growing share of the pie.

Spending on TV ads overall will resume growing in 2024. After a dip in 2023 caused by traditional TV鈥檚 long decline and a relatively weak period for CTV, combined spending on TV and CTV will grow every year through 2027 and close in on $100 billion. Except for 2020 and 2023, this combined market will have grown every year since we started tracking CTV in 2018.

B2B marketers became more focused on data during the pandemic when in-person events鈥攁 classic way of collecting first-party leads鈥攃eased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.

Social鈥檚 share of total digital ad spending will shrink every year through 2024 at an accelerated rate. We

Retail media will be a $45 billion market this year and will continue to grow by about $10 billion in 2024, according to our forecast. Currently, the majority of retail media ad spend is driven by search. But the next phase will be driven by upper-funnel formats and in-store ad opportunities.

In 2024 alone, traditional ad spend will drop by 8.6%, following a 1.9% decline in 2023 and a 6% fall expected in 2026. In contrast, digital ad spending for the auto industry is seeing consistent growth. Digital ad spending increased by 10.7% in 2023 and is expected to rise by 14.7% in 2024, with a sustained growth rate of 11% projected for 2026.

Big Tech has a big problem: The regulatory tide has turned against it. Digital advertising giants face several major lawsuits, and competition authorities are working to launch more before a possible change in leadership following US elections.

The takeaway: Retail media ad spending in Latin America will triple in size between 2024 and 2028, with Mercado Libre becoming a $1 billion digital advertising player this year. That鈥檚 more than double the amount of digital ad dollars that flowed through its coffers in 2022.