蘑菇AV

BeReal launches its US ad business: The platform is looking to capitalize on TikTok鈥檚 uncertain future in the US.

Key Stat: Depending on the severity of tariffs, US linear TV upfront ad spending will decline between $2.78 billion and $4.12 billion during the 2025 broadcast year. This report can help you develop media strategy and allocate budget for campaigns (brands and agencies). Executive Summary. US linear TV upfront ad spending will take a hit this year.

Podcast ad spending will exceed $3 billion in 2027. Thanks to steady gains in listenership, engagement, and ad loads, podcasting continues to expand its share of digital audio services ad spending overall. In 2025, podcasts will represent more than one-third (33.8%) of digital audio services ad spending, per our forecast鈥攗p from 18.2% in 2020.

Click here to view our full forecasts for US programmatic direct nonsocial digital display ad spending and US real-time bidding (RTB) nonsocial ad spending. But PMPs have also gained share of programmatic budgets. In 2020, PMPs and the open exchange each accounted for about half of nonsocial RTB ad spending.

We forecast programmatic display ad spending for six major markets: Canada, China, France, Germany, the UK, and the US. Programmatic display ad spending will grow the fastest in Western European countries this year. These markets are regaining momentum after inflation and an energy crisis depressed ad spending growth in 2022 and 2023.

Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don鈥檛 see long-term value in brand-building鈥攂ut because the current environment makes it hard to wait for payoffs.

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.

More than $10 billion in incremental ad spending will flow into US retail media in 2025. Amazon鈥攖he largest driver of spending in this channel鈥攈as recently seen modest retail media revenue growth relative to its past performance. As a result, we have revised our retail media forecast down from where it was in H1 2024. (The insights in this report are based on our H2 2024 forecasting data.)

Retailers that aimed to be media giants are hitting headwinds as ad growth slows. To stay competitive, retail media networks must rethink org structure, sharpen media skills, and plan smartly to thrive in a more challenging landscape.

Click here to view our full forecast for US retail media ad spending. Retail media鈥檚 dependence on on-site advertising has created self-imposed barriers to growth. On-site advertising supply is finite: Owned and operated ad inventory is only as expansive as the breadth of a retailer鈥檚 brand mix and assortment.

Key Stat: US retail media off-site ad spending will grow by 42.1% in 2025, more than twice the rate of on-site ad spending (15.3%). Executive Summary. As retail media growth shows signs of slowing, the limitations of on-site advertising are becoming clear. Retail media heavy hitters like Amazon and Walmart are reaching the boundaries of available on-site inventory.

A sizable share of Meta鈥檚 US ad revenues鈥攅stimated at $10 billion鈥攃omes from non-US advertisers, many of whom are Chinese brands now reconsidering their spend. Much of this ad spend comes from Chinese ecommerce brands marketing directly to US consumers, especially in categories like apparel, home goods, and electronics.