蘑菇AV

Although linear TV can鈥檛 be dismissed just yet, and CTV has a ways to go before claiming its crown, here are three key 2024 milestones that attest to its growing ad power.

Magna forecasts 9.2% growth in US ad market to $369 billion: political campaigns major driver, with spending expected to set records.

77% of US advertisers incorporate on-site ads as part of their retail media strategy, according to a February 2024 report by Skai and Path to Purchase Institute.

40.4% of US shoppers started their shopping journeys in marketplaces in 2023, down from 51.5% in 2022, according to a February 2024 report from Attest.

US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023鈥檚 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

A majority (78%) of US consumers would rather pay nothing and encounter more ads across websites, apps, and online services than pay any amount and be served either some or no ads, per January 2024 data from the Interactive Advertising Bureau.

US social ad spend growth will near 9% this year and return to double digits in 2024, per our forecast. Last year鈥檚 3.6% increase reflects a normalization after 2021鈥檚 rapid growth, as well as targeting challenges resulting from Apple鈥檚 AppTrackingTransparency framework.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 mobile trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss how shoppable media will evolve on mobile devices, where mobile ad dollars are moving to, and why foldable phones are here to stay. Tune in to the discussion with our analysts Peter Newman, Andrew Spink, and Yory Wurmser.

US digital-only account openings will remain flat at just 200,000 every year from 2024 through to 2027, according to our forecast. Traditional account openings, however, will hover at 5.0 million and above during the same period.

On today's podcast episode, we discuss whether Google's recent performance was actually good (or not), how YouTube turned things around, and what could trip up the digital giant in 2024. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

Key Stat: Between 2024 and 2026, FMN ad spending in the US will grow at a compound annual growth rate (CAGR) of 107% to hit $1.50 billion, per our forecast. While it will account for only 0.4% of US digital ad spending, the niche space holds lucrative potential. Executive Summary.

Search advertising will be a $127.84 billion industry in the US this year, according to our October 2023 forecast. Nearly half (49.0%) of that will go to Google. For context, search ad spend will make up 41.7% of US digital ad spend in 2024. All this begs the question posed by Pranav Dixit, 鈥淲ho makes money when AI reads the internet for 耻蝉?鈥� It鈥檚 not publishers, programmatic advertisers, or users.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

Advertisers there are adjusting to a slumping economy and increased ad costs from the Digital Services Tax, which went into effect in June 2024. Read the full report, Worldwide Programmatic Ad Spending 2025.

In the US and Canada, Meta can draw on Facebook and Instagram profiles to personalize AI responses and create a more unified experience across platforms. Benefits for Meta: A standalone app could become an ad vehicle, especially if advertisers can sponsor responses. In Q4 2024, 96.7% of Meta鈥檚 revenues came from ads.

Amazon Prime Video ads launched today, defaulting Amazon鈥檚 163.3 million US viewers into its ad-supported tier unless they pay a premium to opt out. This is good news for Amazon鈥檚 $44.26 billion dollar retail US media business. But who could this move hurt?

Source of intrigue: Consumer time and digital ad spend on YouTube is skyrocketing, leaving space for new companies to help influencers create and monetize content. We expect sponsored content spending on YouTube to reach $10.5 billion this year, above our 2024 forecast of $9.3 billion. YouTube accounted for 12% of total TV watch time in March, per Nielsen, up from 10.8% in January.

More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here鈥檚 a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all.

Connected TV (CTV) is the most important consumer technology and media trend marketers are watching for H2 2024, according to a July 2024 report from Mediaocean. CTV will account for nearly 1 in 10 US digital ad dollars spent this year (9.5%), per our March 2024 forecast. But CTV advertising is shifting.

Video ad spend is much higher in the US than anywhere else. Video ad spend in the US will hit $108.15 billion this year, up 20.8% over 2023, per our March 2024 forecast. That puts the US around four times ahead of China, the next biggest video ad spender. In the US, video will make up 35.7% of total digital ad spend, while in China it鈥檚 18.7%.

The data in the index includes a snapshot of 蘑菇AV forecasts for both ecommerce and digital ad spending, as well as data from our 鈥淕lobal Media Intelligence 2024鈥� report, done in partnership with GWI. Index Snapshot.

Omnichannel retail media will reach $61.24 billion in US spending this year, up 18.1% from 2024, per our forecast.

More than half (55%) of marketers see the lack of standardization as their biggest retail media related challenge, according to a January 2024 Association of National Advertisers survey.