蘑菇AV

Search advertising was never as attractive in China as it was in the US, thanks to the relative weakness of industry leader Baidu. Strict government regulation and relatively poorer search functionality have limited Baidu鈥檚 ceiling as an ad publisher. Social media was always constrained.

We forecast that Google鈥檚 search ad revenues would grow to $67.32 billion in 2024, a 15.3% YoY change. Google鈥檚 supremacy in search, browsing, and mobile traffic remain unchallenged in 2024. Its web services and tools continue to shape the digital landscape, and significant contributions to bot traffic reflect its influence on search indexing and web monitoring.

Chegg is suing Google, claiming AI Overviews steal its content and cut its traffic. The case highlights fears that AI-driven search is eroding content creators鈥� business models.

Some advertisers鈥� budgets are shifting: Paid media traffic rises for Google and Pinterest after TikTok鈥檚 brief shutdown and Meta鈥檚 moderation changes.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

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.

The Asia-Pacific region, particularly China, leads retail media growth, with India expected to see retail media surpass search advertising revenues by 2025. Channel shifts:. Linear TV will maintain 72.6% of global TV ad revenues in 2025, despite a declining share. Streaming will represent 37.5% of US TV ad revenues by 2029.

In June, it unveiled image search; by fall, it had launched keyword-based search ads. Of course, the potential of a US TikTok ban made major waves. Uncertainty slowed the platform鈥檚 ad revenue growth, with our analysis showing Meta would gain the most from a ban.

蘑菇AV analysts highlight four trends that will affect digital advertising in 2025.

The shift to AI-powered search could significantly disrupt traditional search advertising. As AI search engines often provide a single authoritative-sounding answer rather than multiple results, the stakes for marketers have become higher. This 鈥渨inner takes all鈥� scenario heightens the pressure to be the top source for queries.

GenAI search: Ad-supported genAI search models enable mass adoption and are already driving higher engagement and revenue for Google. AI search isn鈥檛 a cheap offering鈥擥oogle disclosed that its operations cost 10 times more than traditional search鈥攎eaning that larger players with infrastructure and alternative revenue streams are favored to succeed in that market. 5.

Thomson Reuters鈥� victory over Ross Intelligence sets a major legal precedent, challenging AI firms like on their use of copyrighted data for model training

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.

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.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.鈥�

This is the first 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 first 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.

Retail media is the fastest-growing US ad channel we track, and will represent over a third of the US search ad market by 2027, according to our Search Ad Spending Forecast and Trends H2 2023 report. Generative AI search could shake up search ad spend, but how that will happen is still unknown. This was originally featured in the eMarketer Daily newsletter.

Search ads on social are still nascent, so marketers must use organic tactics to appear in results. Users are treating social platforms like search engines. They鈥檙e still using Google and other more traditional forms of search. But many users鈥攑articularly Gen Zers鈥攑refer to start their searches on other platforms, including Instagram, TikTok, and YouTube.