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US travel industry digital ad spend will reach $7.73 billion this year, an 8.9% increase YoY, per our forecast. Though it only represents 2.6% of total digital ad spend, travel ad spend will climb through 2026, potentially spurred by new travel media networks. The newbies: Expedia and United Airlines have launched their own media networks this year.

We forecast that Walmart鈥檚 US net ad revenues will nearly triple between 2021 and 2024 to $4.52 billion, accounting for 8.2% share of US retail media digital ad spending. Walmart will also emerge as a more important player in the wider digital ad ecosystem by the end of 2024, moving ahead of Snap, Twitter, and Yahoo into the No. 8 position with 1.5% of total US digital ad spending.

They also include US subsidiaries of specialty retailers, like The Home Depot and Best Buy. Platform features are expanding, according to a fall 2024 Mars United Commerce survey of RMNs. The company polled six players in the market for the second year running with queries related to targeting, measurement, and available ad inventory.

Add that to the cookieless traffic from Safari, Firefox, and鈥攂y the end of 2024鈥擬icrosoft Edge, and only about a tenth of US browsers will be targetable by cookies, according to our analysis of StatCounter data. The language and appearance of the consent workflow will influence opt-in rates.

Lots of events, as Max said, Paris Olympic and Paralympic games, the US presidential election, the 2024 UEFA, European Football Championships. Then yeah, it's 8% next year for total US digital ad spending. Digital, which has obviously grown incredibly strong last however many years. 8% this year, going up to 11% next year.

The UK is certainly some way behind the US regarding retail media advertising, but if that market is anything to go by, this will be the next big disruptor, particularly for Google. Search will account for nearly two-thirds of retail media ad spending in the US this year. GroupM forecasts retail media ad spend could be worth 拢2.4 billion ($2.96 billion) by 2024.

Drugmakers have already been growing their digital ad spending over the years: We forecast that pharma companies spent $19.45 billion on online marketing in 2024. Crypto Industry Gets Regulatory Green Light. A Trump administration will bring regulatory clarity and cooperation to the crypto industry, setting the stage for growth in crypto adoption.

Digital ad spending will increase slightly faster this year than in 2022, but the bump will be minimal. Total media ad spending growth will roughly hold steady. But there are parts of the world where spending is surging.

DOOH will account for 67.4% of total OOH spend in the UK in 2024鈥攊n the US that figure will stand at around half that (34.4%). However, the proportion of DOOH advertising that will be traded programmatically is well behind in the UK鈥�14.1% versus 26.7% in the US. The UK market has been waiting for better sophistication in the field.

Cookies were used for 78% or more of US programmatic ad buys across industries as of Q3 2023, according to a November 2023 report from 33Across.

US mobile app install advertising spend increased nearly 25% last year and will increase another 15.5% this year, our analyst Zach Goldner said on our 鈥淏ehind the Numbers: The Daily鈥� podcast. This also outpaces total category growth (digital ad spending in the US will only grow 12.0% this year). This is good news for Apple, said Goldner, which is increasingly becoming an ad publishing behemoth.

In 2020, TikTok鈥檚 US ad business was the second smallest (after Reddit) of the seven companies we track. TikTok is also dramatically increasing its US ARPU. By 2024, its ARPU will rise to $85.55, from $11.60 in 2020.

Google revenues will make up 55.6% of worldwide search ad spending in 2024 and 27.4% of overall digital advertising spending, per our forecasts. Its share of both markets has declined slightly over recent years, but without antitrust action, it鈥檚 proven difficult for even the largest of its competitors to capitalize on Google鈥檚 weakened position with regulators.

While these higher ad loads are contributing to an increase in social ad spend, we project US social network ad spend to increase just 3.4% this year. Social platforms will prioritize lower-funnel formats, leveraging AI to drive commerce through initiatives like Meta鈥檚 Advantage+ Shopping Campaigns (ASC+). Use this chart:. Budget your 2024 paid social spend based on recent ad trends. More like this:.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

We'll see what Q4 holds, but we expect Snapchat's revenue growth of fall 10% in the US for the full year, but then bounce back up to 9% in 2024. The company still accounts for less than 1% of digital ad spending in America, which I think is also important to note. That's what we've got time for the first half. We move to the second today in other news. Why do people hate the term influencer?

The UK鈥檚 digital ad spending will be constrained by a tough economy. Only travel will see significant growth, but that鈥檚 from a particularly low starting point. Retail digital ad spend will continue to lead in absolute terms.

Combined US TV and connected TV (CTV) ad spend will grow every year through to the end of our forecast period in 2027, when it will reach nearly $100 billion, according to our October 2023 forecast.

CTV has the largest audience share among millennials: There will be 62.0 million millennial CTV users in the US this year, per our forecast. Traditional TV in the US is dominated by the 65-and-older age group, which spends 4 hours, 58 minutes (4:58) watching linear TV per day.

While some were skeptical of Temu鈥檚 staying power, the app鈥檚 low prices and social-first marketing strategy seem to be resonating with consumers. Opening its platform to US sellers could bring competition for Temu at a time when consumer perception is flagging.

US social ad spending has grown by at least 20% almost every year since 2008, when we began tracking it. That boom came to an end in 2022. And this year, social network ad spending will grow at its slowest pace yet. Social network ad spending will grow slower than overall digital ad spending. After years of pacing overall digital ad spend, social slowed drastically in 2022.

On today's episode, we discuss what to make of the mixed signals surrounding the US ad market, how much the space will grow in 2023, what's driving it, and what's holding it back. "In Other News," we talk about whether Universal Pictures鈥� premium video-on-demand success has reshaped the movie distribution model and what we spend our time watching on our TVs. Tune in to the discussion with our analyst Paul Verna.

Since Google disabled cookies for 1% of Chrome users worldwide in January 2024, a number of new concerns with the Privacy Sandbox have been raised by regulators at the UK鈥檚 Competition and Markets Authority (CMA) and Information Commissioner鈥檚 Office, the country鈥檚 privacy authority. On April 23, 2024, Google announced another delay to its target deadline to deprecate third-party cookies.