The retail industry commits by far the most dollars to digital advertising in the US. It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period. Retail’s ad spending growth will see sustained growth this year and next before other industries start to catch up on spending in 2025.
Mobile advertising will keep growing at a rapid clip despite headwinds from privacy laws and genAI. Even so, app publishers will explore additional ways of making money for premium content. This may have an impact on the type and price of ad inventory in the future, although the volume of IAA should remain strong.
Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.
Meta mulls over ad-free options in Europe: Marketers need to brace for potential changes in audience targeting and ad costs.
B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.
Reels' next frontier: Instagram's strategic play against TikTok's and YouTube's video offerings, maximizing advertising opportunities.
On today’s podcast episode, host Bill Fisher is joined by our analyst Paul Briggs and forecasting writer Ethan Cramer-Flood to examine the size, advertiser opportunity, and competitors in the free ad-supported streaming TV (FAST) service space.
Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.
On today's podcast episode, we discuss the current state of the affiliate space, bringing new light to influencer activity through "performance branding," the impact of programmatic ads coming to movies theaters, and how retail media aids affiliate marketing. "In Other News," we talk about the impact of programmatic ads coming to the movies and what YouTube's next anti-ad blocking measure will be. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.
TikTok introduces Search Ads Toggle, allowing advertisers to reach high-intent users and improve RoAS: Clinique and DIBS Beauty report increased conversion rates and decreased CPA.
The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.
YouTube moves away from third-party measurement for co-viewing: The platform’s decision to use its own data for trading purposes has advertisers worried.
Casper’s subway ads give commuters fun puzzles to solve while increasing its brand awareness. Albertsons Companies leverages a game to entice consumers to play for discounts and rewards. And Nike’s mobile app earns the brand a spot in consumers’ everyday lives. Here are five ways brands are embracing gamification across different stages.
Social users in the US will spend more than half their daily social time watching videos in 2023—up from one-third pre-pandemic. But social video’s growth is slowing, suggesting there’s a limit to the amount people want to consume daily.
tvScientific aims to make CTV a performance marketing channel: The CPO model integrates with affiliate platforms, offering advertisers a low-risk, high-reward option.
Amazon's Sponsored Products ads now reach beyond its platform: High-performing format could grow retail media's share of market.
On today's episode, we discuss whether it's too early to talk about Gen Alpha, delivering things without the box, what's happening on TikTok Live, fast fashion looking to repairs, what websites will look like in the future, the most popular theme parks in the world, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, analyst Blake Droesch, and forecasting director Oscar Orozco.
Programmatic advertising digital display ad spend will make up 90% of digital display ad spend in the US this year, and that share is growing, according to our forecast. Most of the $132.96 billion in spend will go to video, but non-video ads still make up a large portion. Here are five charts summarizing where programmatic ad spend is headed and the identity challenges it faces right now.