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From a budget perspective, social search advertising is still nascent. While social search ad formats are growing, they鈥檙e not eating away at traditional search budgets quite yet, according to interviews we conducted with industry experts. Across top platforms, search advertising is limited without functions like keyword targeting and the ability to buy these ads on their own.

This year, Google鈥檚 search ad revenues will reach $62.87 billion, per our forecast. By 2026, its search ad business will be more than 10 times the size of Microsoft鈥檚. Some 71% of adults worldwide think generative AI will have a very or somewhat large impact on search engine companies, per data from YouGov and Reuters Institute for the Study of Journalism at the University of Oxford.

Retail media ad spending will be increasingly responsible for digital advertising鈥檚 double-digit growth. By 2028, the powerhouse channel will grow to represent nearly 1 in every 3 ad dollars spent.

Key stat: US retail media search ad revenues will grow at a rate of 18.7% this year, nearly four times faster than the rest of search advertising (5.0%), according to our forecast. Who is driving retail media search growth? Amazon, almost entirely. Amazon will account for $23.95 billion of the total $29.69 billion US retail media search ad spend market this year, per our forecast.

It will rake in nearly $24.54 billion in search ad revenues this year, making its search ad business more than 12 times bigger than that of Walmart, the next largest player in retail media search. Walmart is still one to watch.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

While it鈥檚 still one of the two most dominant companies in digital advertising (alongside Meta), its share of the search advertising market will slip below 50% for the first time in over a decade, per our forecasts, a sign that increased competition and the rise of AI are threatening its dominance.

While Gemini and cloud services drive record revenues, competition and global regulatory actions threaten its monopoly, particularly in search and advertising ecosystems

With Google having had a weak Q3 in part on account of its ad business, this doesn鈥檛 bode well for its Q4 results鈥攁nd its search ad revenue growth will be nearly half of what it mustered this year. This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing鈥攁 daily recap of top stories reshaping the advertising industry.

That translates to $2.42 billion in search ad revenues. But Walmart鈥檚 search business is growing faster than any other platform we track. Its search ad revenues will increase 30.4% this year鈥攁lmost twice as fast as Target鈥檚 and Amazon鈥檚. Walmart鈥檚 search ads match Amazon鈥檚 in breadth and consistency.

Goldberg wrote, "Today, brands spend billions on search ads and retail media to capture shopper intent at the point of purchase." He says, "What happens when AI assistants eliminate that step altogether? If a consumer asks an AI to reorder peanut butter, where does the brand place its ad?" Todd, how do you maintain brand messaging in a more conversational universe? Todd Hassenfelt (20:45):.

The ROI of OOH can be harder to prove because it doesn鈥檛 usually have the same closed-loop measurement capabilities a performance medium like a search ad might. But measurement has gotten more sophisticated and real-time measurement tools, geo-fencing, and location targeting technologies are increasingly common. And measurement will keep improving.

Insider Intelligence spoke with Hiroki Asai, global head of marketing at Airbnb, about recent marketing campaigns addressing inflation鈥檚 impact on the travel industry and the brand鈥檚 shift away from search and performance-based marketing.

Online buyers have always been at the core of search advertising. In retail media, transactions are often attributed to sponsored search, which is why search outpaces display in retail media. It will account for 65.0% of retail media ad spending this year. Retail media is the fastest-growing segment. Retail media ad spending will have a whopping 24.9% growth rate in 2024.