蘑菇AV

Instagram will surpass Facebook to become the largest social ad business in the US, a development that might have been hard to fathom when Facebook bought Instagram for $1 billion 12 years ago.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

59% of US consumers want details on costs and promotions from a commerce video ad, according to July 2024 data from the Interactive Advertising Bureau in partnership with Alter Agents. Nearly as many (58%) want clear product demos and details.

US commerce media ad spend will reach $69.69 billion this year, a growth of 21.8% over 2024, per 蘑菇AV鈥檚 December 2024 forecast. Existing media networks and new entrants alike will be looking to capture a share of the nearly 1 in 5 digital ad dollars going to commerce media this year. Here are three areas to which commerce media dollars are migrating. 1. In-store inventory.

Explore our complete forecast for US search ad spending here. Search鈥檚 share of digital ad spending is leveling off. Over the past decade, budgets have slowly shifted to display. Search peaked at 48.9% of digital ad spending in 2014. Since then, growth in ad spending on video formats across social media and connected TV has taken off.

Key Stat: In 2024, nearly two-thirds of US digital ad dollars will go to Amazon, Apple, Google, Meta, and Microsoft. As they鈥檝e amassed market share, these Big Tech platforms have attracted the attention of antitrust regulators around the world. Executive Summary. Antitrust law aims to preserve market competition. The two main antitrust laws in the US were enacted over a century ago.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to 蘑菇AV鈥檚 forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

Our complete estimates for US TV ad spending and US CTV ad spending can be accessed via our website鈥檚 interactive forecast module. Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions. Spending on TV ads overall will resume growing in 2024.

Despite a slowdown in smartphone sales, innovations in advertising, commerce, AI, and even device form-factors will drive mcommerce and mobile advertising growth in 2024.

Financial services marketers have had to do more with less as digital ad spending slowed over the last two years. But economic optimism has them ready to reopen their wallets.

骋辞辞驳濒别鈥檚 US ad revenues will reach $77.49 billion this year, accounting for 25.6% of total digital ad spend, per our March 2024 forecast. The company鈥檚 continued dominance in search is fueling its growth, but the US ruling against 骋辞辞驳濒别鈥檚 search monopoly could let competitors steal market share.

June 2024 marked the 15th consecutive month of ad market expansion, per Guideline鈥檚 Ad Market Tracker; by launching FMNs, FIs could capture some of that spend. The prize is considerable: US digital ad spending will boom to $460.44 billion by the end of 2028, per our forecast.

From 2024 to 2026, FMN ad spend will grow at a breakneck 106.3% compound annual growth rate, per our forecast. While that will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US FMN ad spending. Ad revenues are looking increasingly attractive for FIs:.

We now expect US retail media ad spending to be nearly a billion dollars greater in 2023 and nearly $4 billion higher in 2024 than previously estimated (see leading chart). Expect even stronger near-term growth. Our forecast predicts US retail media ad spending will grow at a minimum of 21% every year through 2027. This will make retail media the fastest growing ad spending channel in all of media.

With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.

The retail media landscape is dominated by national retailers like Amazon and Walmart, which boast the No. 1 and No. 2 retail media networks in the US by digital ad spend, per our forecast.

On Nov. 20, the US Department of Justice (DOJ) recommended Google be mandated to sell Chrome as part of an ongoing antitrust case that could upturn digital marketing. It's a change intended to increase competition, and marketing experts think it will.

US insurance digital ad spending growth will slow even further this year, lagging all other financial service sectors. Instead, insurers will focus squarely on maximizing their digital dollars.

From 2024 to 2026, FMN ad spend will grow at a breakneck 106.3% compound annual growth rate (CAGR), per our forecast. While the segment will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US financial media network ad spending.