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Microsoft brings AI ad features to Copilot: It鈥檚 vying for ad dollars in an increasingly competitive chatbot space.

In response to rising costs, retail in 2024 was dominated by consumers鈥� desire for deals and discounts. And as President-elect Donald Trump鈥檚 proposed tariffs will raise some prices even higher in 2025, consumers may turn to in-person shopping to control their spending.

Consumer adoption of digital technology for in-person shopping accelerated during the pandemic, as use cases expanded for QR codes, digital payment options, and contactless pickup. Still, retail media spend in physical stores won鈥檛 increase meaningfully over the next four years. In-store retail media spend will exceed $1 billion by 2028, with its YoY growth outpacing that of online retail media.

Our latest digital audio ad spending forecast estimates $7.12 billion in ad dollars for the industry in 2024, amounting to 6.8% growth. Both of those figures are modest compared with the subscription revenue total and growth. Subscriber dollars have become comparatively more important over time, contrary to the stated strategic preferences of some of the major audio players.

Contextually relevant content helps to avoid alienating shoppers, increases the effectiveness of the ad, and avoids cannibalizing sales for endemic brands. What is the ad spend potential for non-endemic advertising? In 2024, retail media ad spend is expected to exceed $54 billion, while total digital ad spend will top $302 billion, per our forecasts.

Pinterest鈥檚 AI-driven ad strategy and shopping expansion drive Q4 growth: Revenue surges 18% YoY as Gen Z engagement and ad performance improve.

WBD grows streaming profits as TV revenues decline: It added 6.4 million Max subscribers, but TV ad declines and cord-cutting continue.

Welcome to our latest edition of 鈥淎d Spending Benchmarks.鈥� This series provides marketers with critical data to help them benchmark their budget allocations against the market. In this deck鈥攐ne of six in the series鈥攚e cover our latest forecasts for programmatic ad spending. This deck will:.

Walmart looks to make it easier for advertisers to buy its display ads: Walmart Connect鈥檚 new API should help it attract more ad dollars from smaller brands and marketplace sellers.

The continuing problem of made-for-advertising (MFA) sites and a number of reports from industry activist group Adalytics highlighting brand safety failures has put a spotlight on how DSPs are responding. 11% of worldwide website ad spend went to MFA sites, per a December 2024 Pixalate study.

A combination of strong shopping ad and measurement products, a large creator economy, and a young audience make social media an ideal medium for retailers, which will account for 30.8% of social ad spending in 2024. That figure will dip to 30.3% in 2025, but YoY growth will still be 10.4%, enough to push spending up to $28.17 billion.

They made Advantage Plus shopping campaigns a big focus in the last quarter of the year. It overlaps with the holiday season and a big cyber five period and they saw price per ad jump a pretty significant amount. I think it was 14%. Just shows that there's strong demand for this ad format among retailers or eCommerce brands. Yeah, I think that AI is really helping this company out a lot.

The German market has more ad dollars assigned to retail media than do either the French or UK markets. Retail media has had a head start in Germany thanks to Amazon. This year, retail media ad spending will account for 19.5% of all digital ad spending in Germany, 14.2% in France, and 12.5% in the UK. But growth won鈥檛 falter, even against a strong performance in other categories.

VIZIO鈥檚 SmartCast OS will enhance Walmart鈥檚 retail media network, offering brands a more precise way to target shoppers using Walmart鈥檚 first-party data. Streaming ads will enable Walmart to reach consumers beyond its website and stores, positioning it as a more competitive ad partner against Amazon and Google.

US travel sales will approach $368 billion by 2028. To act on this opportunity, brands and travel industry professionals need to understand online travel research trends and shopper 产别丑补惫颈辞谤蝉.鈥�

Even if other markets can offer a reprieve from potential hits to US ad spending, it will likely take time for them to ramp up to comparable levels.

Ask yourself, "Is my first-party data as sophisticated as it could be to really attract some of those incremental ad dollars into my system?" Dahill said. Over a third (34%) of global ad agencies advise clients to invest in retail media as a source of first-party data, according to August data from Digiday+ Research.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

AppLovin is setting its sights on ecommerce: Executives plan to attract spenders and grow revenues with a slew of ad product launches.

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.