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This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥嬧��

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Domestic retailers in smaller markets, like Canada, have been slow to develop ecommerce channels, resulting in Amazon's dominance. Canada鈥檚 lag was acute in the past decade, especially versus the US. Though domestic retail has now developed advanced ecommerce channels, Amazon鈥檚 outsize share of sales persists. Survey says: Thumbs up for retail media.

Advertisers should map churn cycles and diversify ad spend to align with viewing habits and consumer behavior while prioritizing media plans that follow content, not just platforms.

TikTok, meanwhile, accelerated plans to launch TikTok Shop in Mexico and Brazil. But while their US prospects have dimmed, China鈥檚 ecommerce players will continue to significantly outpace the 5% growth rate for overall US ecommerce in 2025. We forecast that Temu鈥檚 US sales will increase by 13.5%, while Shein鈥檚 will rise by 10.0%.

The news: Consumers increasingly see connected TV (CTV) ads as helpful during the holiday shopping season, according to LG Ad Solutions鈥� latest study. A growing number鈥�59%鈥攕ay CTV ads help guide holiday purchases, a 43% YoY spike. Home screen CTV ads are clicking鈥�26% of shoppers find them helpful for purchases, up 105% YoY. For advertisers, they鈥檙e fast becoming high-impact conversion tools amid rising ad loads. Our take: As holiday shopping habits extend into events like Prime Day and Cyber Monday, advertisers that align messaging, timing, and format across CTV platforms will win both attention and conversions.

When YouTube is used as part of a wider ecommerce strategy, it performs well. A future where YouTube Shopping is a core consideration might not be far away. Sources. Business of Apps. Channel 4. Comscore. Influencer Marketing Hub. International Olympic Committee. Ofcom. Podnews. Semafor. Spotify. Streamcharts. YouTube. YPulse.

The news: Temu鈥檚 foothold in the US is shrinking as the company pulls back sharply on advertising. Weekly sales slumped more than 25% YoY between May 11 and June 8, according to Bloomberg Second Measure. Our take: Given the importance of the US market to Temu and its merchants, it鈥檚 possible that its current pause on US ad spending and shift to Europe is a temporary effort to regroup as it searches for a business model more resistant to tariffs and the end of de minimis. At the same time, the longer the pause goes on, the more ground it will cede to Shein and other competitors鈥攁nd the harder it will be to regain market share.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer

The news: Anime is gaining popularity across the globe, per a recent Dentsu report highlighting anime viewership trends, proving that marketers who haven鈥檛 yet paid attention to the medium need to tap in. 50% of Gen Z watches anime weekly, with 14% watching daily. Millennials also tune in frequently, with nearly half (48%) watching daily or weekly. Our take: Savvy marketers will pay attention to anime as a prime chance to reach the demographics driving the future鈥攂ut going beyond a surface-level understanding of the medium will determine which marketers succeed and which fall behind.

Even an influx of new RMNs will not chip away at the share of ad spending allocated to the top two powerhouses. Amazon and Walmart combined will gobble up more than 84% of all retail media ad spending in 2025, representing a pervasive and unyielding dominance within the channel. The share of ad spending allocated to all other RMNs increased by less than 1 percentage point between 2019 and 2024.

Zooming out: The Latin American ecommerce giant posted mixed overall results:. Q2 revenues rose 37% YoY to $6.79 billion, beating the $6.66 billion estimate. GMV climbed 20.6% to $15.26 billion. Unique active buyers hit 71 million, up 24.6% YoY.

Canada ranked No. 2 globally in cross-border retail ecommerce buyer penetration, according to our December 2024 forecasts. More than half (56.1%) of digital buyers were forecast to make transactions outside of the country (mostly the US) in 2025. But tariffs on US consumer goods and services will reduce demand significantly.

Identify four distinct digital economies in Europe, based on digital ad spend and ecommerce maturity. Explore where future digital growth will come from across each of those groups. Analyze the implications for advertisers and retailers. Click below to view our full forecasts featured in this report:. Digital ad spending, by country. Retail and ecommerce sales, by country.