2023 saw the continued shift toward Digital Media—but with a different flavor for each category and media type.
- Programmatic sales have been rapidly gaining share, especially within OTT. Programmatic drove 20 percent of Digital Video versus 19 percent last year.
- Display/Print expanded slightly compared to 2022, while Retail Media propelled Search to gain a full point in the mix.
- Consumer Packaged Goods (CPG), Pharmaceuticals, and Technology advertisers spent the most by Product Category Group in the Guideline Pool in 2023.
So far, 2024 indicators are trending positive: ad spend rose every month in the first half of this year, reaching record highs.
The consensus among economists indicates that the recession threat has diminished from 2023 concerns amid a basket of healthy economic indicators. Meanwhile, the presidential election and the Paris Summer Olympics, along with strong linear performance in Entertainment, indicate ongoing competition and opportunity for advertisers and media owners alike.