Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies. This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Strong Q2 performance highlights Meta's resilience: Revenue and user growth indicate the social media giant’s robust health.

The number of Gen Z social media users continues to rise, but it’s baby boomers who are fueling growth on TikTok and Snapchat.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout’s research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

Entertaining social media content isn’t just good for brand lift, it drives conversions, said Kate Kenner Archibald, CMO for social media marketing company Dash Hudson.

Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we’ve compiled a generation-by-generation breakdown on how and where to reach them.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

Black consumers are tech-savvy and eager to stay up to date on the latest digital and pop culture trends.

Here are five charts that size social network usage on a worldwide level by platform and by country and region.

We look at the social media trends that hold Gen Zers’ limited attention spans.

Asia-Pacific is key to TikTok’s growth thanks to its expanding number of users, swelling middle class, and friendlier political environment. Which countries are leading the way, and how will TikTok continue its growth?

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

Instagram won’t change its ad plans unless usage drops: The app is testing ads in stories, a high-engagement placement that could be here to stay.