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That can help drive other sources of revenue, like retail media, because the more sellers they have on their e-commerce platforms, the more incentive there is for those sellers to then advertise to get higher placement on their websites. Marcus Johnson:.

Almost half (45%) of advertisers are planning on reducing overall ad spend. Of those, 60% expect ad budgets will drop by 6% to 10%, while 22% expect a drop between 11% and 20%.

Those insights have reportedly led to an average increase of nearly 30% in overall return on ad spend (ROAS) for Sam's Club MAP advertisers. Analyst take: Sam鈥檚 Club is leveraging its deep understanding of its members to deliver what advertisers have long seen as a holy grail: closed-loop attribution.

The market will increase by double digits annually through at least 2028 as ecommerce accounts for a growing share of total retail sales. Like traditional search engines, retailers are also experimenting with genAI-powered conversational search. But their proximity to the point of purchase will likely prop up CTRs. Retail media will account for most new search ad dollars.

On today鈥檚 podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Why it鈥檚 worth watching: The ad tech landscape is dominated by Google, Meta, and Amazon, which are on track to control over half of global ad spend by 2028, per Campaign. With AT&T and Verizon exiting ad tech, T-Mobile鈥檚 investment spree signals a gamble on mobile-driven, first-party-data advertising.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

US travel sales will approach $368 billion by 2028. To act on this opportunity, brands and travel industry professionals need to understand online travel research trends and shopper 产别丑补惫颈辞谤蝉.鈥�

One in 40 US ad spending dollars went to OOH in 2023, but that ratio will be 1 in 50 ad dollars in 2028, mainly due to the very rapid increase in ad spending going to connected TV (CTV) and other digital formats. Advertising for local services and entertainment accounts for almost one-third of all OOH spend.

This year, TikTok will pull in 22 times the ad revenues of fellow fast-grower Mercado Libre ($1.02 billion), but Latin America鈥檚 largest ecommerce retailer will rapidly ascend the advertising ranks in the coming years. Click here to view our full forecast for digital ad revenue growth by company worldwide. Amazon will get a growth boost from its OTT video service.

An increasingly fragmented retail media ecosystem has made it difficult for advertisers to track campaign performance across multiple retail media networks (RMNs), said Liz Roche, vice president of measurement and media at Albertsons Media Collective.

Microsoft brings AI ad features to Copilot: It鈥檚 vying for ad dollars in an increasingly competitive chatbot space.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

Contextually relevant content helps to avoid alienating shoppers, increases the effectiveness of the ad, and avoids cannibalizing sales for endemic brands. What is the ad spend potential for non-endemic advertising? In 2024, retail media ad spend is expected to exceed $54 billion, while total digital ad spend will top $302 billion, per our forecasts.

Instacart projects healthy order growth thanks to Uber partnership, affordability initiatives: But profitability is under pressure as ad growth slows and basket sizes shrink.