Millennials are the age group most likely to buy products or services advertised on podcasts, according to a survey of US podcast listeners by Morning Consult. These ads are also more likely to drive purchases among listeners earning more than $100,000 per year.

US ad spend dropped 8.0% YoY in February, according to a MediaPost analysis of Standard Media Index’s US Ad Market Tracker. That marks eight months of consecutive YoY decline as part of a trend that began in July 2022.

Most US adults will click through a digital ad that’s relevant to their interests, according to a CivicScience survey. That’s an improvement from March 2021, when 57% of US adults said they were not likely to click through these ads. As of January 2023, that figure dropped to 44%.

The rise of in-store retail media—through the digitization of surfaces in physical retail—will transform the store experience, the financial fortunes of retailers, and the advertising opportunities for brands.

The overall adult population will spend an average of 1 hour and 43 minutes (1:43) per day listening to digital audio this year. Among active listeners (monthly users), the figure will leap to 2:20. That’s not much more than last year, however.

Time spent with TikTok will reach 55.8 minutes per day among US adult users this year, per our latest forecast, about 9 minutes more than expected in last year’s update. In 2024, time spent will increase to 58.4 minutes, up 4.8% year over year. We also expect TikTok’s US user base to cross the 100 million mark this year.

In the fourth quarter, YouTube’s ad revenues fell short of expectations, declining nearly 8% YoY. Then, in early February, CEO Susan Wojcicki announced she was stepping down. As the platform gears up to face new challenges, is it the right time for Alphabet to spin off YouTube? Our analyst says no.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it’s been since 2020.

Inflation in the UK is easing but remains near a 40-year high. That’s tamping down consumer spending across all categories—with total retail sales set to grow by just 1.7% in 2023, versus a pre-pandemic growth rate of around 4%.

Digital ad spend will grow the fastest in Latin America this year, with Peru leading the pack, according to our forecast. While Argentina and Chile will also rank high by this measure, none of the three countries will crack the global top 10 for total digital ad spend.

After several years of double-digit increases, worldwide digital ad spending saw growth slow to 8.6% in 2022, for a total of $567.49 billion, according to our forecast. This year, growth will rebound to 10.5%, and spend will reach $626.86 billion.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

Gen Z will make up 20% of the population in the US this year, putting it solidly in line with millennials, Gen X, and baby boomers, per the US Census Bureau. That said, 42% of Gen Zers will still be minors, and as a result their spending power will remain below that of older generations.

Ad strategy is vital for podcasts, where listeners don’t necessarily click ads but commercials can still leave an impression. Here’s what marketers need to know when they think about podcasting and digital audio at large.

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.

Ad-supported video-on-demand (AVOD) viewing will reach more than half of the US population in 2026, up from 41.8% this year, per our forecast.

In 2023, 58.5% of Meta’s $121.90 billion of ad revenues worldwide will come from Facebook, per our forecast. The remaining 41.5% will come from Instagram, whose ad revenues are growing faster than Facebook’s, which will decline in 2022. For the next two years, Instagram will continue to outpace Facebook by this measure.