As healthcare and pharma ad spend shifts to digital, discover the CTV, social, and search trends redefining media strategy in our latest forecast.

The news: The vast majority of referral traffic from AI sources comes from desktop users while mobile traffic lingers in single-digit percentages. 94% of ChatGPT referral traffic is from desktop users, per BrightEdge’s The Open Frontier of Mobile AI Search report. Google Gemini’s traffic is 94% desktop versus 5% mobile, while Perplexity’s is 96% desktop and just 3% mobile. Our take: As search engines increasingly reduce organic visibility and prioritize zero-click searches, brands and publishers need to develop unique content strategies for different devices. Providing a mix of long-form, in-depth posts for desktop users along with snappy headlines and skimmable content for those on mobile could help achieve the best of both worlds

GenAI search is gaining traction, but not all consumers are seeking out the conversational experiences that will eventually disrupt the search ad market.

GenAI is taking the search market by storm, but market dynamics will stay largely the same this year.

The introduction of Google’s AI Overviews has thrust generative search into the mainstream. But Google’s not the only player incorporating generative AI into search functions.