A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

US advertisers are dedicating more of their display budgets to digital video as social video and CTV advertising climb to new heights.

TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.

Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.

Nearly every country in the world will see slower growth in total ad spending and digital ad spending than it did last year, but the comparison is an unfair one because 2021 was abnormal. The outlook is mostly bright.

Digital advertising will drive total media ad spending in Western Europe toward $150 billion in 2022, as brands scramble for advantage in a rapidly changing world.

Digital ad spending is exploding in Latin America. It will grow by 34.8% this year to $20.86 billion—a figure more than double the amount spent in 2020. Mobile will be the main growth driver, propelling the region’s digital ad market to new heights over the course of our forecast period.

Our latest forecasts for ad spending in Canada, which include our first-ever estimates for Google and Meta, show strong growth overall and an accelerated shift to digital.

The UK digital ad market is thriving. It will grow 11.9% this year, reaching £25.84 billion ($35.54 billion). Video will be a big contributor to this growth, as will social network spending, which is being disrupted by the likes of TikTok.

China’s total media ad spending and digital ad spending will both grow at their lowest rates since we began tracking them in 2012, but the ad industry is nonetheless set for an eventful year in the world’s second-largest market.

How should businesses view these global trends and events? How are behaviors and spending changing? In this report, Insider Intelligence analysts weigh in on the questions they’re being asked by both clients and the media about the shifting landscape in key areas like digital advertising, retail and ecommerce, and financial services.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.

Peacock made audience gains as the streaming space gets more crowded.

The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.

Apple's introduction of AppTrackingTransparency in iOS 14.5 changed how the mobile app industry approaches monetization and measurement. Here’s what you should know about the changes, along with best practices for mobile publishers and advertisers.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.

In Southeast Asia, total media ad spending snapped back to pre-pandemic levels in 2021 and will continue rising strongly this year. The growth in digital ad spending, though tamer in 2022, will again outpace that of the overall ad market.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

TikTok is now the third largest social network in the US, ahead of Snapchat and Pinterest. Facebook won’t be able to stop the teen exodus, Instagram’s user base is growing older, and Twitter will start losing users.

The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.