蘑菇AV

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

United recently launched a major OOH advertising campaign targeting airports and commercial centers in major US cities, aiming to entice both travelers and office commuters. Our take: Innovations in video advertising are benefitting OOH spending.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

Worldwide ecommerce sales growth has declined to all-time lows, and digital ad spending growth has followed in its tracks. What can we learn from existing trends and the long-term outlook for these two key metrics?

US retail digital ad spend will grow 14.2% next year to reach $84.00 billion, or 28.6% of total digital ad spend, per our forecast.

The news: Walmart's global advertising business expanded 28% in Q3, with Walmart Connect in the US growing by 26%, the company reported Tuesday. The results marked the second consecutive quarter that Walmart outpaced Amazon鈥檚 ad growth, fueled by a broadening number of advertisers, particularly from marketplace sellers.

Selling to an AI company from the US could be a more acceptable option for regulators than a megadeal with another Big Tech player. Analyst take: 鈥�(An AI purchase) could conceivably be approved by the government as a way to prioritize AI innovation and US posturing around AI on the global stage,鈥� 蘑菇AV senior analyst Evelyn Mitchell-Wolf said.

Big Tech has a big problem: The regulatory tide has turned against it. Digital advertising giants face several major lawsuits, and competition authorities are working to launch more before a possible change in leadership following US elections.

Although traditional radio advertising remains a $10.5 billion business in the US, it鈥檚 slowly shrinking. Digital audio advertising, by contrast, will grow 6.8% in 2024 to reach $7.12 billion.

Digital ad spend by the US travel industry will grow by 14.3% this year for a total of $6.79 billion, according to our forecast.

Though programmatic nonvideo digital display ad spend will continue to grow through 2026 when it will hit $70.99 billion, its share of total programmatic digital display ad spend is declining, according to our forecast.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

Netflix ad-supported tier hits 70 million users: Live sports and exclusive sponsorships boost subscriber growth and advertising revenues.

Show why recent trends in US ad spending raise the possibility of brand safety challenges this year. Analyze social media platforms鈥� past and current content moderation practices. Present findings on how generative AI (genAI) dramatically ups the ante for brands to protect themselves from toxic content. Recommend steps marketers should take to mitigate risk.

Google defends against DOJ claims of ad monopoly: The giant emphasizes publisher choice and competitive ad exchanges amid trial scrutiny.

US B2B digital ad spend growth rates for key sectors like tech, finance, healthcare, and telecom will be 13.2 percentage points lower on average between 2023 to 2025 compared with 2017 to 2019, according to our forecast.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.