By 2026, US spending on ecommerce channel ads—a large subset of retail media—will be more than triple its 2020 level, per our forecast. Within the ecommerce channel, both search and display advertising are growing rapidly.

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.

On today's episode, we discuss why Disney+ lost around 3 million subscribers, how much its new ad-supported tier can move the needle, and whether The Walt Disney Co. is more likely to buy the rest of—or sell—Hulu. "In Other News," we talk about how connected TV (CTV) viewers feel about "enhanced" ad formats and what a new category of video called "accompanying in-stream" is all about. Tune in to the discussion with our analyst Paul Verna.

US social ad spend growth will near 9% this year and return to double digits in 2024, per our forecast. Last year’s 3.6% increase reflects a normalization after 2021’s rapid growth, as well as targeting challenges resulting from Apple’s AppTrackingTransparency framework.

Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.

Of Microsoft’s $198 billion in revenues last year, only about 6% came from advertising. Could a revamped Bing help build out this revenue stream? It’s hard to imagine, but not impossible. Here are five charts that look at Microsoft’s latest ad moves.

There’s no stopping the retail media juggernaut. At $45.05 billion in US spending in 2023, it’s already far ahead of connected TV and closing in on traditional TV.

This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

Previously, we didn’t expect video to hit the 50% milestone until after 2024. With advertisers preserving more of their social video budgets during the downturn, this trend was accelerated.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

Subscription OTT video is chasing linear TV in terms of time spent in the US. We estimate adults still spend significantly more time per day watching TV, but that figure is decreasing and will fall below 3 hours this year. Meanwhile, for subscription OTT video, time spent will surpass an hour and a half per day. But ad spend on these platforms is not proportional to time spent.

The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV has seen “monumental progress in just a handful of years,” said our analyst Ross Benes. But that’s not the full story. Here are key TV behaviors and ad trends to watch in the new year.

In response to the shifting advertising landscape, we’ve cut over $5 billion from our US ad spend forecast for 2023, placing it at $278.59 billion. Why the downgrade? Well, for one, last year’s macroeconomic factors are spilling over into this year. And while that may resolve itself in time, there’s another, more permanent issue advertising is facing: privacy changes.

Digital advertising is on shaky ground. Recent changes to our forecasts reflect that uncertainty. We examined what this year will look like for marketers, from retail media’s rise to social networks’ stagnation.

Our analysts have already shared what they think will be the biggest trends of 2023, but we’re not done with the crystal ball just yet. From patchwork TV measurement to Meta cashing in on its messaging apps, our team revealed some thoughts on what’s to come in the year ahead.

From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.

We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple’s privacy changes, Google’s deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

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.

As the economy continues to roil, brands will look to some of the most hyped technologies—including generative AI, clean rooms, and Web3—to solve real problems.