蘑菇AV

TMN ad spending will represent a fraction of total digital ad spending. TMN ad spending as a share of digital ad spending is set to increase modestly, from 0.7% in 2024 to 0.8% in 2026. While commerce media will continue to be dominated by ad spending on RMNs, TMNs make up a distant second tier, ahead of ad spending within the still-nascent financial media network (FMN) cohort.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

This adds a level of ROAS [return on ad spend] precision they can't achieve in other channels.". Here are three reasons marketers should embrace the affiliate space:. 1. Affiliate marketing delivers full-funnel impact. While affiliate is a performance channel, its value isn't limited to the bottom of the funnel.

The levy, which will hit packages worth under 鈧�150 ($170.02), are paid by the ecommerce platform handling the shipment. The EU also proposed a separate 鈧�0.50 (54 cents) fee for goods routed through warehouses.

Click here to view our full forecast for US livestreaming retail ecommerce buyers. Livestreaming ecommerce isn鈥檛 as big in the US as it is in China, but it has proven to be tenable. Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched.

Retailers that provide access to specific consumers with distinct shopping behaviors may see their competitive edge eroded. And advertisers that don鈥檛 take context into account may invest unwisely. Some retailers will adopt a 鈥測es ... and鈥� approach to measurement by providing two versions of some KPIs.

Gen Z will let bots do their shopping. AI shopping agents will gain traction among younger demographics through initial deployment in ecommerce platforms, digital assistants, and browser extensions. AI agents will exacerbate genAI鈥檚 risks.

Our take: 鈥淎s competitors brace for volatility, Mercado Libre鈥檚 multibillion-dollar bet on Latin America鈥檚 ecommerce potential offers a powerful buffer against economic headwinds, reinforcing its position as the region鈥檚 undisputed ecommerce leader,鈥� said Matteo Ceurvels, 蘑菇AV principal analyst for Latin America and Spain.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

Highlight growth in retail media spend. Advocate for increasing retail media spend. Form strategic alliances with key retailers to gain preferential access to premium ad placements. More like this:. In-store retail media spend will hit $1 billion in 2028. Retail media, merchant teams must work together to maximize in-store marketing. 4 (more) retail media networks worth watching.

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.

Key stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending.

Last year was similar鈥擟PG ad spending increased by just 4.7%, versus the national industry average of 10.6%. Regardless of slow growth, CPG is locked in as the second-largest spender on digital ads. CPG鈥檚 $39.50 billion in spending this year will be over $9 billion more than the third-ranked spender, financial services. Conversely, CPG鈥檚 total will trail retail by more than $34 billion.

We forecast US ad spend on off-site retail media will grow 27.1%, reaching $13.52 billion in 2025 (up from $10.64 billion this year). Over half (55.8%) of marketers worldwide plan to increase their spend on off-site retail media ads, according to a December 2023 survey from 蘑菇AV and TripleLift.