蘑菇AV

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

Streaming hours on The Roku Channel: 32.0 billion, up nearly 20% YoY, as Roku's proprietary content continues to attract engagement. Why it matters:. With digital ad dollars shifting toward connected TV (CTV), Roku鈥檚 solid platform revenues signal that it is capturing a significant share of this trend. Political ad spending, increasingly important to CTV overall, could provide a further boost in Q4..

That aside, Germany is about to see the digital channel get supercharged like never before. We鈥檝e been tracking the growth of this market since 2012, and 2024 to 2026 will have the fastest growth in digital spending we鈥檝e ever seen. A less mature digital ad market means continued strong growth through the forecast.

But the most successful creator brands sell in multiple channels, including ecommerce platforms, owned websites and apps, and in stores. Our forecast includes only sales that originate or take place on social media. Making real money from merchandising is a long shot for most creators. For one, anything beyond a mug or a T-shirt will generally require access to capital.

Compared with other advertising channels, in-store retail media inspires the lowest percentage of negative sentiment, with 42% of shoppers expecting it would improve their experience, according to a June 2023 Grocery TV survey. Product discovery is more likely to lead to an immediate purchase when it occurs in-store.

But spending in the channel will rise by 48.9% in 2024, thanks to a push from in-store retail media, which may fan out to other DOOH placements once proven. Ad spend is being diverted to programmatic DOOH from other channels. UK advertisers plan to increase spend on programmatic DOOH by an average of 31% in the next 18 months, per a June 2023 survey by VIOOH.

On-site display ad spending鈥攚hat we refer to as ecommerce channel display ad spending in our forecasts鈥攚ill climb to $9.98 billion in 2024, then grow at least 24% YoY every year through 2028. But off-site display ad outlays will grow faster. Until now, retail media display ad spending has largely been concentrated on retailer sites.

US ad spend on financial media networks (FMNs) will more than double in 2025 and again in 2026. But with just $710 million projected in US ad spend in 2025, per June 2024 蘑菇AV forecast, FMN ad spend will be 18 times smaller than retail media network (RMN) ad spend.

Influencer and affiliate marketing are also valuable channels, though ROI can be harder to determine鈥攁n increasingly important metric during high-sales volume events like the Cyber Five. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

But not all RMNs can deliver the massive shopper audiences and innovative advertising solutions needed to unlock the format鈥檚 full potential. Millions of engaged shoppers flock to ecommerce sites every month. User traffic is key when deciding where to invest.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

Discovery (WBD)鈥檚 new 鈥沦丑辞辫 with Max鈥� ad solution uses AI to identify items within films and TV shows and find similar products in an advertisers鈥� catalog. Viewers can navigate to those products by scanning a QR code, allowing them to shop without interrupting the viewing experience.

Macy鈥檚 had a mixed Q3: Sales at its luxury Bloomingdale鈥檚 and Bluemercury labels rose, but its namesake brand is struggling to attract shoppers

On today's podcast episode, we discuss what will happen if either Donald Trump or Kamala Harris win the US election and how that will affect inflation, high growth digital advertising channels, and regulatory priorities. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Senior Analyst Zak Stambor.

颁罢痴鈥檚 ad spending growth will be greater than TV鈥檚 decline. That鈥檚 why, despite the shrinking pool of linear TV ad dollars, the combined amount spent on CTV and TV will grow from $86.4 billion in 2023 to almost $100 billion by the end of our forecast period in 2027. CTV will continue to eat into linear ad dollars.

Instacart is the latest retail brand attracted to the Super Bowl: Even at $7 million a pop, brands find the spots are worthwhile buys.

It鈥檚 aiming to give advertisers one platform that works across all ad channels worldwide. Our take: This could be a portent of things to come. We expect increased consolidation in the ad tech space as platforms like Innovid and Flashtalking aim to offer advertisers greater control over data and decisions.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

Generative AI tools are transforming retail media by personalizing shopper experiences, with retailers like Instacart introducing aisle-aware ads and location-based coupons. In-store retail media is growing rapidly, with players like CVS and 7-Eleven using digital screens and audio ads near points of purchase, despite infrastructure challenges.

A forced sale could upend Google鈥檚 ad revenue streams, alter the search landscape, and open the browser market to new competition.

Changing channels: Advertisers adjust their approach to TV as linear viewership falls and video-on-demand takes different forms.