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Drugmakers have already been growing their digital ad spending over the years: We forecast that pharma companies will spend just over $20 billion on online marketing in 2025. Editor鈥檚 note: This article is part of a series on how the incoming Trump administration will affect key sectors of retail, marketing, tech, and finance.

With 65.9% of digital ad dollars spent in the US this year going to mobile, according to our March 2024 forecast, brands must find ways for their mobile ads to stand out. Interactive ads can do that for brands, but the successful types vary between industries.

Comcast鈥檚 streaming ad platform aims for SMBs: Universal Ads will launch with partners like Roku and WBD as competition for SMBs increases.

Programmatic will account for more than 9 in 10 display ad dollars in the US this year. But programmatic advertisers and publishers face new challenges as they adapt to signal loss from data protection legislation and other privacy changes from browsers and operating systems.

We expect influencer marketing spending in the US to reach $9.29 billion in 2025, up 14.2% YoY. That growth rate will outpace both digital鈥檚 and social鈥檚 ad spend growth in the US鈥攖hough influencer marketing鈥檚 share of marketing dollars will remain significantly smaller.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

For the second year in a row, the US CPG industry will increase its digital ad spending more slowly than most other industries. However, a major growth rebound is in the cards for 2024.

CPG digital ad spending growth in 2024 will beat the average across industries.

Click here to view our full forecasts for retail media ad spending and digital ad spending in the US. By 2027, the majority of incremental dollars spent on digital advertising will come from retail media. Retail media鈥檚 share of incremental spending in digital advertising will increase to 60% in 2028.

More than half of US consumers notice affiliate content online. Significant numbers of consumers have become good at avoiding (or ignoring) ads. But our proprietary survey of 1,378 US consumers found that a majority of them are aware of affiliate marketing. Affiliate marketing is viewed as one of the least intrusive forms of advertising.

Key Stat: In 2024, nearly two-thirds of US digital ad dollars will go to Amazon, Apple, Google, Meta, and Microsoft. As they鈥檝e amassed market share, these Big Tech platforms have attracted the attention of antitrust regulators around the world. Executive Summary. Antitrust law aims to preserve market competition. The two main antitrust laws in the US were enacted over a century ago.

To illustrate this point, in 2019, China dominated with 66.4% share of retail media ad spending worldwide compared with 24.6% in the US. (However, the US market is projected to eclipse China鈥檚, with shares of 40.6% and 37.1% in 2025, respectively.). Ecommerce channels lead in retail media ad spending.

The retail media landscape is dominated by national retailers like Amazon and Walmart, which boast the No. 1 and No. 2 retail media networks in the US by digital ad spend, per our forecast.

It introduced Thought Leader ads, expanded further into solutions for CTV, and touted AI-powered optimization. #7: Digital ad spending. What fueled interest: Digital ad spending surged in a number of categories. Our forecast was up, and Magna鈥檚 was even more bullish鈥攊ncluding consumer goods, driven by a D2C shift.

Retail鈥檚 resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

Methodology: Data is from the November 2024 Advertiser Perceptions survey titled "Q4 2024: The State of the Ad Industry." 300 US marketers and agencies were surveyed during September 2024.

The search giant will bring in $62.87 billion in search ad spending this year, or $1 in every $2 US marketers spend on search ads, by our estimates. Remove retail media from the equation and Google鈥檚 search ad market share will climb to about 70%. Apple鈥檚 a threat, but it won鈥檛 topple Google.

Key Question: How quickly is OOH ad spending growing in the US, and what鈥檚 driving the growth? Key Stat: In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate鈥攂ut steady鈥攇rowth. Executive Summary. OOH ad spending will grow at a solid pace, but it will still lose share of marketers鈥� budgets.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.

US insurance digital ad spending growth will slow even further this year, lagging all other financial service sectors. Instead, insurers will focus squarely on maximizing their digital dollars.