To keep campaigns new and relevant, Poshmark leans on AI to enhance product images and refresh video assets. The fashion resale platform has also employed AI to help it translate TV ads into different languages to scale campaigns across countries.

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 and connected TV (CTV) are like peanut butter and chocolate, Danielle DeLauro, executive vice president at the Video Advertising Bureau, said at Advertising Week New York last week. “Together, there’s nothing better.”

A hurting US ad market is showing signs of recovery. Our forecast predicts 3.8% growth in overalUS media ad spend this year, for a total of $353.86 billion. Magna upped its US ad spend forecast for 2023 YoY growth from 4.2% to 5.2% in September. And in August, the US ad market achieved two consecutive months of growth for the first time since last June.

As ecommerce growth returns to pre-pandemic levels, it will continue to drive total retail sales over the next few years. Retailers looking to drive sales need to focus on a seamless omnichannel experience and use deals to convince consumers to spend. Meanwhile, retail media’s growth shows no signs of slowing, but advertisers and retailers must work together to ensure future success.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

Spotify wants a share of CTV ad spending: The audio app is partnering with Roku to capitalize on consumers who use their TVs as living room speakers.

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%).

For the past few years, some of the biggest names in ad tech—The Trade Desk, PubMatic, Magnite—have held onto CTV as a shiny growth narrative. Although investors’ enthusiasm seems to have started subsiding, CTV does represent a massive long-term opportunity for ad tech stakeholders. In the near term, a good deal of programmatic CTV ad dollars will transact directly with platforms that are still committed to keeping their content and data behind garden walls.

US insurance digital ad spending growth will slow even further this year, lagging all other financial service sectors. Instead, insurers will focus squarely on maximizing their digital dollars.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

Connected TV (CTV) ads are skyrocketing, leaving advertisers navigating new ad loads on platforms like Netflix and Disney+ while grappling with the challenges of measuring ROI in the streaming domain.

Our forecast data reveals a mismatch between marketers who have been quick to transition to digital platforms, and consumers who are still spending time on traditional media like TV, newspapers, and radio. This year, 74.6% of all US ad spending will go toward digital media, while US adults will only spend 62.1% of their daily media time with digital, according to our forecast.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

YouTube will hit $7.36 billion in US ad revenues this year, per our forecast, compared with TikTok’s $6.19 billion. YouTube will have 236.1 million US users this year compared with TikTok’s 102.3 million.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. “We’re investing in all the tried-and-true performance basics,” said Jonathan Yantz, managing partner at M&C Saatchi Performance. “But we’re most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.”

Retail’s resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

The travel and retail industries will post healthy digital ad spending growth figures this year, but many other verticals we track will underperform compared with the national growth average. Next year is looking better for almost all of them.

YouTube moves away from third-party measurement for co-viewing: The platform’s decision to use its own data for trading purposes has advertisers worried.

Retail media partnerships are the future of TV.