Digital will make up 49% of OTC advertising in 2023, up from 46% last year, Zenith estimated.

Ad "extensions" that break the monotony of back-to-back traditional ads on connected TV garner higher levels of viewer attention.

Social media is the second-biggest generator of sales leads for business-to-business marketers, behind referrals.

Total over-the-top ad spend last year reached about $1.3 billion in the United States, but made up only about 3% of total digital spend.

More than half of marketing directors in the U.S. and U.K. said a shortage of technical skills among recruits is one of their biggest challenges.