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EMARKETER

Top Trends to Watch in 2024

9 Ways Media, Commerce, and the AI Revolution Will Reshape the Market in the New Year

Report by Insider Intelligence Analysts  |  Nov 28, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
4. Short video will face a reckoning as monetization problems persist and messaging grows
5. TikTok will encroach further on Amazon as it eyes super app status
6. Platform partnerships will shift the ad spending landscape
7. China’s influence shakes up online shopping
8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
9. GenAI integration will supercharge search and transform the market
Sources
Media Gallery
About This Report
Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.
Topics
Connected TVs
Ecommerce Sales
Digital Advertising
US
Table of Contents
Executive Summary
1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
4. Short video will face a reckoning as monetization problems persist and messaging grows
5. TikTok will encroach further on Amazon as it eyes super app status
6. Platform partnerships will shift the ad spending landscape
7. China’s influence shakes up online shopping
8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
9. GenAI integration will supercharge search and transform the market
Sources
Media Gallery

Executive Summary

It’s hard to imagine that 2024 will be as transformative as 2023—but it might be. Between broader adoption of generative AI (genAI), a constantly evolving media and regulatory landscape, and new forms of commerce, 2024 will keep companies on their toes.

This report covers the top nine trends to watch in 2024.

Here’s what’s in the full report

2files

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8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. 1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
  3. 2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
  4. 3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
  1. 4. Short video will face a reckoning as monetization problems persist and messaging grows
  2. 5. TikTok will encroach further on Amazon as it eyes super app status
  3. 6. Platform partnerships will shift the ad spending landscape
  4. 7. China’s influence shakes up online shopping
  1. 8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
  2. 9. GenAI integration will supercharge search and transform the market
  3. Sources
  4. Media Gallery

Charts in This Report

As of Q3 2023, Cookied Inventory Still Accounts for Most Programmatic ActivityUS Pay TV Viewers vs. Ad-Supported Video-On-Demand (AVOD) Viewers, 2019-2027 (millions)
Video’s Share of Average Daily Social Network Time Is Huge but Approaching a Plateau (% share among US adult users, 2019-2025)TikTok Is Building an Amazon-Like Flywheel
Notable Social, Retail, and Digital Advertising Partnerships in 2023Temu's US Online Traffic Approached No. 3 eBay's Less Than a Year After Launching (millions of unique visitors, Sep 2022-Sep 2023)
US Mobile Wallet Users and Penetration, 2021-2027 (millions and % of smartphone users)Google's Dominant Lead Shrinks as Users Shift Some Search Tasks to Amazon and Social Media (% share of US search ad spending, 2020-2025)

authors

Insider Intelligence Analysts

Contributors

Ross Benes
Senior Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Ethan Cramer-Flood
Senior Forecasting Writer
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jasmine Enberg
Principal Analyst
Vladimir Hanzlik
Executive Editor
Jennifer Merritt
Vice President, Content
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
David Morris
Principal Analyst
Paul Verna
Principal Analyst
Max Willens
Senior Analyst
Yoram Wurmser
Principal Analyst
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