Tech Trends to Watch in 2024

Major Changes in Store for Search, Connected Cars, and Immersive Media

Report by Yoram Wurmser  | Nov 30, 2023
Download
Report
Share
Table of Contents
Generative AI will reshape search
AI ‘app stores’ will proliferate
Advertising turns an eye toward sustainability
Immersive media will take a qualitative leap
Control over connected car media will become more contentious
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
AI and advances in immersive media, connected cars, and sustainability tech made big splashes in 2023, but their impact may be even bigger in 2024.
Topics
Technology
Worldwide
Table of Contents
Generative AI will reshape search
AI ‘app stores’ will proliferate
Advertising turns an eye toward sustainability
Immersive media will take a qualitative leap
Control over connected car media will become more contentious
Insider Intelligence Interviews
Sources
Media Gallery

Generative AI shook up advertising in 2023, but the effects in 2024 may be even deeper, as major changes to search and brand marketing appear likely. At the same time, connected cars and immersive media, in part aided by other forms of AI, will take big leaps in 2024, all while the carbon impact of advertising undergoes new scrutiny.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Generative AI will reshape search
    2. AI ‘app stores’ will proliferate
    3. Advertising turns an eye toward sustainability
    1. Immersive media will take a qualitative leap
    2. Control over connected car media will become more contentious
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Google's Dominant Lead Shrinks as Users Shift Some Search Tasks to Amazon and Social Media (% share of US search ad spending, 2020-2025)ChatGPT Drives Overall Generative AI Usage
    Nearly Half of US Millennials Are Likely to Consider Carbon Neutrality When Making a PurchaseImmersive Media Device shipments
    Aftermarket Systems Fade as Phone-Based and Embedded Systems Spread Rapidly

    Interviewed for This Report

    Brian O'Kelley
    Scope3
    Co-founder and CEO
    Interviewed November 8, 2023

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER

    authors

    Yoram Wurmser

    Contributors

    Chris Keating
    Director, Research

    Latest Reports

    The State of Payment Transaction Types
    Report
    The State of Payment Transaction Types
    The 2024 Healthcare Consumer
    Report
    The 2024 Healthcare Consumer
    Canada Mobile Banking Emerging Features Benchmark 2024​
    Report
    Canada Mobile Banking Emerging Features Benchmark 2024​
    Canada Digital Ad Spending 2024
    Report
    Canada Digital Ad Spending 2024
    Restaurant Digitization 2024
    Report
    Restaurant Digitization 2024
    What Advertisers Can Learn From Privacy Industry Events 2024
    Report
    What Advertisers Can Learn From Privacy Industry Events 2024
    Maximizing the Impact of B2B Event Marketing
    Report
    Maximizing the Impact of B2B Event Marketing
    Bank Brand Safety on Social Media
    Report
    Bank Brand Safety on Social Media
    US P&C Insurance Trends to Watch in 2024
    Report
    US P&C Insurance Trends to Watch in 2024
    Temu, TikTok, and China’s Ecommerce Players in Western Europe
    Report
    Temu, TikTok, and China’s Ecommerce Players in Western Europe
    Digital Audio Ad Spending Forecast and Trends Q2 2024
    Report
    Digital Audio Ad Spending Forecast and Trends Q2 2024
    What Banks Need to Know About Gen Alpha
    Report
    What Banks Need to Know About Gen Alpha
    The State of Influencer-Brand Deals 2024
    Report
    The State of Influencer-Brand Deals 2024
    Ad Measurement Trends H1 2024
    Report
    Ad Measurement Trends H1 2024
    Brand Safety 2024
    Report
    Brand Safety 2024

    Popular on EMARKETER

    Data Drop: 5 Charts on Netflix Advertising
    Article
    Data Drop: 5 Charts on Netflix Advertising
    Google delays the end of cookies for a third time after regulator and industry pushback
    Article
    Google delays the end of cookies for a third time after regulator and industry pushback
    Data Drop: 3 Things to Know About How Baby Boomers Use Tech
    Article
    Data Drop: 3 Things to Know About How Baby Boomers Use Tech
    Canada Digital Ad Spending 2024
    Report
    Canada Digital Ad Spending 2024
    Streaming service loyalty wanes as serial churning rises
    Article
    Streaming service loyalty wanes as serial churning rises
    PubMatic and GroupM will offer cookieless ad inventory
    Article
    PubMatic and GroupM will offer cookieless ad inventory
    TikTok launches Notes, but existential threats loom large
    Article
    TikTok launches Notes, but existential threats loom large
    CPG recovery is uneven as cost pressures exacerbate market bifurcation
    Article
    CPG recovery is uneven as cost pressures exacerbate market bifurcation
    Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
    Article
    Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
    TikTok ban signed by President Biden, giving ByteDance 9 months to sell
    Article
    TikTok ban signed by President Biden, giving ByteDance 9 months to sell
    Spotify comes out strong in Q1 but is still fishing for the next thing
    Article
    Spotify comes out strong in Q1 but is still fishing for the next thing
    Google delays deprecation of third-party cookies once again
    Article
    Google delays deprecation of third-party cookies once again
    Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital advertising
    Article
    Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital ...
    Maximizing the Impact of B2B Event Marketing
    Report
    Maximizing the Impact of B2B Event Marketing
    TikTok outperforms YouTube Shorts and Reels viewership
    Article
    TikTok outperforms YouTube Shorts and Reels viewership

    Latest Forecasts

    Total Media Ad Spending, UK
    Forecasts
    Total Media Ad Spending, UK
    Desktop/Laptop Ad Spending, UK
    Forecasts
    Desktop/Laptop Ad Spending, UK
    UK Nonmobile Ad Spending
    Forecasts
    UK Nonmobile Ad Spending
    UK Amazon
    Forecasts
    UK Amazon
    Digital Ad Spending, UK
    Forecasts
    Digital Ad Spending, UK
    Out-of-Home Ad Spending, UK
    Forecasts
    Out-of-Home Ad Spending, UK
    Retail Media Ad Spending, by Country
    Forecasts
    Retail Media Ad Spending, by Country
    Display Ad Spending, UK
    Forecasts
    Display Ad Spending, UK
    Video Ad Spending, UK
    Forecasts
    Video Ad Spending, UK
    Retail Media Ad Spending, China
    Forecasts
    Retail Media Ad Spending, China
    Ecommerce Channel Ad Spending, China
    Forecasts
    Ecommerce Channel Ad Spending, China
    Traditional Media Ad Spending
    Forecasts
    Traditional Media Ad Spending
    Total Media Ad Spending, China
    Forecasts
    Total Media Ad Spending, China
    Digital Ad Spending, China
    Forecasts
    Digital Ad Spending, China
    Display Ad Spending, China
    Forecasts
    Display Ad Spending, China

    "Behind the Numbers" Podcast

    The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
    Audio
    The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
    The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
    Audio
    The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
    Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
    Audio
    Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
    The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
    Audio
    The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
    The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
    Audio
    The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
    The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
    Audio
    The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
    The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
    Audio
    The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
    Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
    Audio
    Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
    The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
    Audio
    The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
    The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
    Audio
    The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
    The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
    Audio
    The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
    The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
    Audio
    The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
    Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
    Audio
    Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
    The Banking & Payments Show: The Crypto Renaissance
    Audio
    The Banking & Payments Show: The Crypto Renaissance
    The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
    Audio
    The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...