It’s December, which means marketers should already have plans in place for 2024. The next year will be punctuated by increasing retail media and connected TV (CTV) ad spend, creator economy evolution, and even more AI. Here are five charts to prepare you for what’s ahead.

For Q4 2022 to Q4 2023, YouTube’s costs per thousand (CPMs) ranged from $13.03 to $15.34—a swing of $2.31, according to our forecast.

As ad-supported TV and streaming services become more popular, ad variations are becoming more crucial. Through small, tactical tweaks, a holistic campaign approach, and experimentation with shoppable formats, it doesn’t have to be a costly or daunting endeavor.

Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn’t so simple.

Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they’re maximizing ad value by thinking of CTV differently, experts suggested at last week’s Advertising Week New York.

Retail media partnerships are the future of TV.

Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen.

US programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase, according to our forecast.

In the first half of 2023, connected devices became more shoppable, driven by retail media and emerging technologies like visual search, while Apple has emerged as a big winner, using its domination in the smartphone market to muscle in on ad revenues.

US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

Consumers’ appetite for quality, on-demand content has contributed to connected TV’s (CTV’s) stronghold as the fastest-growing major ad format in the US. “There’s a lot more for [advertisers] to weed through in terms of the opportunities and options of where to place our clients’ ad dollars,” Jennifer Kohl, executive director and head of US media at VMLY&R, said of CTV during our virtual “Attention!” summit last week.

What do you get when you cross a $35 billion ad platform with a 160 million viewer streaming service? A snapshot of Amazon’s US retail media connected TV (CTV) potential. Luxury brand Movado is leveraging that potential to push video campaigns for Amazon Prime and Freevee viewers.

Nearly half (47%) of marketers worldwide would spend more on connected TV (CTV) advertising if they had access to higher-quality targeting data, according to Lotame. Meanwhile, 36% are looking for a more efficient buying or planning process.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.

“As TV takes on more elements of digital, institutional barriers around those centers of knowledge are being broken down, and TV and digital teams are being integrated,” said our analyst Evelyn Mitchell on our “Behind the Numbers: The Daily” podcast. But “institutional change takes time.”

With a growing number of streaming channels, it can be challenging for marketers to put together a comprehensive connected TV (CTV) strategy. But it’s never been more important to do so. This year, we estimate that CTV ad spend will total $18.89 billion. As growth accelerates, that number will double by 2026, reaching $38.83 billion.

In August, ad spending dropped for the third month in a row. But the outlook for spending isn’t so cut and dry. “If you start at that pre-pandemic point and you plot a curve to where we are now, we're actually not doing so badly,” our analyst Paul Verna said on a recent “Behind the Numbers” podcast.

Amazon is acquiring Roomba vacuum maker iRobot, adding yet another connected device to its offerings.

Just 7% of US consumers who exercise expect to work out entirely at a gym or studio for the next year. By comparison, 42% plan to exercise only at home, while the rest anticipate using some combination of the two.

Tesla and Ford are neck and neck in the race to become North America’s most popular connected car brand, each making up nearly one-third of connected car systems in the region. Android-based system Atoto takes third at 11%, beating out multiple automakers due to its ability to upgrade nonconnected vehicles.