US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023’s 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

Most companies worldwide either haven’t adopted AI and machine learning (ML) yet or are still in the research phases. In North America, 42% of companies haven’t implemented AI or ML, while 22% are rolling it out and 21% are scaling up the technology, according to a June Workday survey.

Half of shoppers worldwide have used social media to discover products, per Salesforce, but even more (59%) have used it to purchase something.

US walled garden programmatic digital display advertising will cross the $100 billion mark next year, according to our forecast.

Worldwide personal luxury sales will grow from $415.45 billion in 2023 to $499.59 billion in 2027, but growth is slowing, according to our forecast.

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.