蘑菇AV

Marketers worldwide prefer display advertising over search advertising at roughly the same rate as in the US. Retail media, meanwhile, is even more prevalent on a global scale than it is in the US鈥攁lthough this is mostly due to China鈥檚 outsize weight. Display advertising is more popular鈥攁nd slightly faster growing鈥攖han search advertising. Both leading digital formats will see healthy growth.

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

Ad revenues outlook declining amid economic uncertainty: The latest Magna ad sales forecast indicates several factors are at play in the downturn.

And not far behind, display advertising secures 22.5% of the budget. Notably, digital out-of-home (DOOH) makes a strong showing, indicating a blend of digital innovation with traditional advertising methods. Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing.

US eCPMs for digital video, display, and audio formats fell in Q2 2024鈥攖he average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

Several factors will fuel digital advertising鈥檚 momentum, including a mobile-first approach to ad buying and robust spending on display ad formats like video and social media. Retail media will take digital ad spending to new heights. Advertisers will spend nearly $2 billion on the category this year, and we expect outlays in the region to more than double in size between 2025 and 2028.

How can ad buyers calibrate their ad spending and budget allocations against average for their industry, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

This is the second 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.

Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

AI is reshaping media campaigns鈥攂ut most companies haven鈥檛 fully integrated it yet, according to the State of Data 2025 report from the Interactive Advertising Bureau (IAB). While publishers are leading, agencies and brands are catching up, with many expecting full deployment within the next few years. However, challenges like complexity and data security are prompting the need for clearer strategies, use case definitions, and performance metrics.