蘑菇AV

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

The news: Google is launching Offerwall, a new Ad Manager tool that lets users unlock publisher content through ads, surveys, or payments鈥攑art of a broader effort to mend relationships with publishers facing traffic loss from AI Overviews and eroding ad share. Publishers say Google pays less than rivals like PubMatic and Magnite, and AI-driven zero-click searches have dropped site traffic significantly. Our take: With a DOJ remedies trial looming and ChatGPT traffic rising fast, Google鈥檚 publisher outreach isn鈥檛 just damage control鈥攊t鈥檚 existential. If AI is to remain useful and ethical, supporting the content it鈥檚 trained on is a must.

Industrywide data shows fluctuations in native display ad click-through rates (CTR). Data revealed Beauty and Technology CTRs increased, possibly due to trends and high-engagement influencer-driven content. Style & Fashion and Food & Drink declined鈥攕urprising due to the visual nature of these categories鈥攊ndicating possible poor ad placement and missed targeting opportunities.

The news: Despite the shift toward programmatic advertising, a study from the Association of National Advertisers (ANA) identified a lingering issue with the trend: The growth of wasted ad spending. The amount of wasted ad spend in programmatic advertising has risen 34% in two years, up to $26.8 billion from $20 billion in June 2023. Our take: The efficiency and growing relevance of programmatic comes with brand safety trade-offs, making transparency and stronger verification a prerequisite for sustained investment.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

Conversely, healthcare and pharma spends less on display ads as a share of total digital ad spending (42.9%) than any industry we cover, except for travel. Total display ad spending will reach $9.48 billion in 2024, up 15.3% YoY. Display spending growth will slow to 4.5% next year and 8.3% in 2026, when it will reach $10.74 billion.

Conversely, tech and media companies prefer display advertising far more than the national average:. Media and entertainment brands emphasize top-of-funnel awareness campaigns designed to reach the widest possible audiences (think movie releases, TV programming, theme park promotions, or sporting events). Technology and electronics companies emphasize product branding and flashy visuals.

Now that RMNs have become common across retail categories, retailers have an array of tools to showcase their brands on their owned digital properties via search, sponsored listings, and display ads, with greater flexibility than physical environments allow.

At CES 2025, AI demonstrated its potential as a force multiplier, transforming everything from living rooms to daily commutes.

Retail media thrives on performance marketing, where on-site search and display ads are directly tied to sales.

Display advertising, apart from retail media, will follow a similar deceleration pattern. Click here to view our full forecasts for retail media ad spending and digital ad spending in the US. By 2027, the majority of incremental dollars spent on digital advertising will come from retail media. Retail media鈥檚 share of incremental spending in digital advertising will increase to 60% in 2028.

On this special edition podcast episode, learn about the rise of off-site retail media advertising with 蘑菇AV Principal Analyst, Sarah Marzano and Google鈥檚 Head of Retail Media, Shawn McGahee. This conversation is from the May 9th 蘑菇AV virtual summit, Commerce Media Trends 2025. Listen everywhere you find podcasts, or watch on YouTube and Spotify.