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Media Buying

US adults will spend 55 minutes more per day with digital video than with traditional TV in 2024, per our February 2024 forecast.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha’s social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

US adults will spend 12:39 per day with all media in 2024, 0.9% more than last year. This increase will derive from a 15-minute boost in daily time spent with digital media, which will offset a 9-minute decline in time spent with traditional media.

On today's podcast episode (part 2), we discuss what America looks like without TikTok, who would be most likely to buy the short-video app, and what marketers should be thinking about to plan for the future. Tune in to the discussion with our analysts Minda Smiley and Max Willens.

Political ad spend will hit $12.32 billion this year, according to our December 2023 forecast. That’s nearly three times what it was in 2016.

Offsite programmatic retail media ascendant: A 167% spike in the category will help drive US retail media to $81.6 billion by next year.

Hispanic digital media usage rivals or exceeds that of the total population on most media platforms, especially Instagram and WhatsApp. Their strong online presence and enthusiasm for sharing product recommendations with friends make them both a target and an ally for advertisers.

Disney and NBCU signal a major shift in CTV ad buys: Both are working with The Trade Desk to make inventory available programmatically.

DirecTV wants to cut over the air out of the picture: A new “No Locals” discount is an attempt to stave off the inevitable decline of linear TV.

Programmatic is on track to capture a growing share of ad dollars as advertisers embrace the flexibility and control that comes with automation.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

“Out-of-home (OOH) is cost-effective. It's measurable. It's targetable. You can be hyperlocal with it,” said founder and CEO at Quan Media Brian Rappaport. It’s also growing. US OOH ad spend will increase by 6.5% this year, reaching $9.51 billion dollars, according to our October 2023 forecast. But an added benefit is OOH’s potential to create organic impressions on social media.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

71% of teen YouTube users use the platform at least once per day, while 58% of teen TikTok users do the same on TikTok, according to October 2023 data from Pew Research Center.

Google's SGE threatens to cut publisher traffic by up to 60%: The evolution could push the industry toward innovative revenue strategies and partnerships.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.

Apple tests AI-powered ad buying: Its tool focuses on App Store ads and allows advertisers to set budgets and cost per user before automatic placement.

On today's podcast episode, we discuss why TikTok might not actually be a social media platform, how much young people use it to search for things, and whether TikTok Shop is ruining TikTok. "In Other News," we talk about the battle between Threads and X (formerly Twitter), as well as whether Snap distancing itself from social media will work and start a trend. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.