The gap in ad cost per thousand (CPM) between Netflix’s high and Hulu’s low decreased over the last year, resulting in a projected difference of $21.73, according to our forecast.

US retail digital ad spend will grow 14.2% next year to reach $84.00 billion, or 28.6% of total digital ad spend, per our forecast.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

Email marketing is the top area where US B2B and B2C marketers have increased their direct marketing budget in the past 12 months (62%), according to a survey from SeQuel Response and ISG.

Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

More than 40% of AI and machine learning (ML) decision-makers worldwide highlighted improvements to their product or service quality as their primary driver for developing AI and ML applications, per a survey by S&P Global Market Intelligence. The same group of decision-makers also agree that cost savings in both IT and operational efficiencies (39%) and increasing innovation (39%) are primary drivers.

Most industries still use cookies in the majority of their programmatic ad buying process, according to data from 33Across. Insurance is the outlier, with half of its buys coming from cookies and half coming from cookie alternatives.

Paid search CPMs declined by double digits YoY every quarter in the past four quarters—29% in Q2 2023 alone, per Skai. Paid search CTRs have not seen the same pattern of decline.

Nearly half (48.4%) of Amazon Fresh shoppers try new grocery products multiple times per month, according to an Insider Intelligence survey.

Key stat: 92% of local marketing and SEO professionals worldwide experimented most with ChatGPT in their work in July 2023, according to an August survey by SurveyMonkey.

YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.

US B2B digital ad spend growth rates for key sectors like tech, finance, healthcare, and telecom will be 13.2 percentage points lower on average between 2023 to 2025 compared with 2017 to 2019, according to our forecast.

Key stat: 43% of US adults say discounts are the main reason they sign up for subscription services, per May data from SurveyMonkey.

US digital-only account openings will remain flat at just 200,000 every year from 2024 through to 2027, according to our forecast. Traditional account openings, however, will hover at 5.0 million and above during the same period.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

Temu overtook Target in US unique website visitors in January, but Walmart and Amazon remain on top (by a wide margin, in Amazon’s case), per Comscore Inc.

Travel will see the fastest growth in US digital ad spending of any industry in 2023, according to our forecast. Travel, retail, healthcare and pharma, automotive, and entertainment will outpace the national digital ad spending growth rate.

Mcommerce will account for almost half (49.8%) of US ecommerce sales by 2027, according to our forecast.

Key stat: A majority (73%) of US adults are not at all comfortable with Amazon biometric payments that would allow hand-scan checkout at Whole Foods Market, per CivicScience. That’s 5 percentage points lower than in 2019.