US digital media consumption and consumer spending growth are at a standstill. “It's just getting really competitive to reach today's consumers,” our analyst Jeremy Goldman said on an episode of the “Behind the Numbers: Daily” podcast. Here’s what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

It’s a new year, which means new predictions. Our analysts have already made a number of big predictions for 2024, but here are a few more from our newsletter team. We’re keeping an eye on generative AI, attention metrics, and Gen Alpha—and we expect to see more ads in more places along the way. Here’s what we’re watching.

Marketers have upbeat outlook for 2024: Digital channels will continue to gain favor, but measurement challenges loom.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok.

As 2023 comes to an end, this is the data you need to kick-start 2024.

Until Google rolls out generative search to all users, most consumers won’t adopt the technology. That means AI isn’t driving search ad spending—yet.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon.

51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

Consumer behaviors will be shaped by continued uncertainty, heightened in an election year, and cultural trends spilling over into commerce (think Krispy Kreme and Ozempic). Retailers that lean into tech advancements and get back to basics will win.

The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance.

Dramatic shifts are in the works for 2024, as BaaS, social media players, genAI, and new digital wallets reshape the banking landscape. Our top trends explore what’s in store.

The average Temu user spent 18 minutes per day on the company’s app: That’s nearly double the 10 minutes they spent on Amazon’s app.

Creator content isn’t an experimental area for advertisers anymore. It’s an established, full-funnel channel that can deliver measurable results. Why is the channel so important right now?

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they’re staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.