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Instagram will see $40.21 billion in worldwide ad revenues this year, according to our forecast. The platform has the opportunity to boost that figure while eating into Twitter鈥檚 projected $2.98 billion worldwide ad revenues. Instagram has beaten Twitter in worldwide ad revenues since 2017.

YouTube鈥檚 popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children鈥檚 entertainment.

So the amount of time that people are spending in front of video is a huge drop in TV time, increase in subscription OTT, fast channels, whatever, all the streaming kind of things. And it balances out and we're all spending about as much time in front of the big screen as we used to. Marcus Johnson:. Okay. Oscar Orozco:. And consider audio too.

Digital grocery adoption soared during the pandemic when consumers were spending more time at home and avoiding shopping in stores. Since then, many have continued to use these platforms for their easy ordering and fulfillment options. Alcohol is inherently different from core food and beverage products. For most consumers, alcohol isn鈥檛 viewed as a necessity.

Women and Gen Zers are more likely than men to trust influencers. Roughly 50% of women (compared with 43% of men) and 58% of Gen Zers report a medium-to-high level of trust in influencers when it comes to social commerce purchases, per Disqo.

Retailers can align affiliate spending with actual sales, which minimizes the risk of overcommitting resources. Partnerships offer retailers extended reach, cost-effective marketing, enhanced credibility, diverse audience targeting, scalability, data-driven insights, and risk mitigation.

Spending on social marketing activities over the next 12 months is expected to hit its highest level since the height of the pandemic, per August 2023 Deloitte, Duke University鈥檚 Fuqua School of Business, and American Marketing Association (AMA) data. Agencies are buying social and influencer firms.

Sellers spent 14% of their Prime Day revenues on Amazon ads, according to data from Momentum Commerce. Behind the stats: Prime Day has become more than a retail event for Amazon. The multiday discount period pressures Amazon merchants to spend heavily on advertising, making it a pillar of Amazon鈥檚 ad business, which will generate $34 billion in the US this year. The pressure to participate is rising.

Partner with Black influencers to ensure authentic connection and understanding. This is particularly true in advertising that addresses major cultural moments such as homecomings at historically Black colleges and universities and Black History Month.

The vertical鈥檚 spending on digital advertising will surge 12.5% this year, driven by a 14.2% spike in pharma, per our estimates.

Gen Zers, in particular, are drawn to news content that is more informal, entertaining, and available on platforms where they spend a lot of time (i.e., TikTok). That鈥檚 led to the rise of creator-led short-video news content, which can lack context compared with longer-form news.

Respondents were located in the Canada, France, Germany, the UK, and the US at companies with over $500 million in revenues.

In theory, Pulse Premiere should generate significant revenue for premium publishers producing engaging TikTok content while simultaneously offering brands control by placing ads after suitable premium publisher TikToks in the For You feed. Our take: TikTok鈥檚 announcements are partner-heavy.

The company鈥檚 sales fell sharply when it irked conservative-leaning consumers who decried its partnership with transgender influencer Dylan Mulvaney as well as progressives who felt the beer maker didn鈥檛 offer enough support in the face of that backlash.

But their marketers can start preparing鈥攂y building influencer partnerships, for instance, and creating ads focused on disease awareness rather than medication sales. Sources. Bloomberg. Boston Consulting Group. Coleman Parkes. IAB. Koddi. Mars United Commerce. Nielsen. OCC. Path to Purchase Institute. Pi Datametrics. Skai.

The move will bring in additional revenues for both giants and help expand their shipping networks. Both are also betting on the potential of livestreaming ecommerce. Flipkart and Amazon are laying the groundwork for the new retail format in India. Flipkart has introduced live shopping that features celebrities and influencers showcasing products in the style of a feed.

Sports betting revenues are set to double. Sports betting revenues will top $10 billion this year, up from $330 million in 2018, per our forecast. Revenues will continue to grow as more states allow this form of gambling and more people place wagers through digital channels and retail venues. Revenues will approach $19 billion in 2025, nearly doubling this year鈥檚 tally.

Healthcare and pharma brands will want to allocate resources to particular advertising channels based on where consumers are spending the most time. Traditional TV is still the most prevalent鈥攁nd effective鈥攎edium for getting healthcare ads in front of consumers, but we estimate that in 2024, US consumers will spend just over 8 hours per day with all digital media overall, on any device.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

This was particularly true of beauty products, which young influencers like Evelyn GRWM have been showcasing on their own accounts. Shein and Casetify worked with Gen Alpha influencers, while Claire鈥檚 focused on the generation with a new fragrance line. Drunk Elephant made a post about which of its products were safe for children. And Dior even launched a $230 perfume for babies.

As TikTok continues to beta test search ads, we can expect advertisers to jump at the chance to spend on them to reach the platform鈥檚 150 million US users.

Endorsements by celebrities, influencers, bloggers, and creators were cited far more frequently by consumers in this group across the clothing, footwear, and accessories categories.

We forecast its US ad revenues will increase by 36% this year, to $6.83 billion, far outpacing the growth of its rivals. Some speakers advocated for brands to step away from TikTok.

And discount retailers like Trader Joe鈥檚, Aldi, and Dollar Tree are looking to capture a larger share of discretionary spending by selling knock-off versions of products from popular brands like Clinique and Glow Recipe.

Surveyed retailers鈥� annual revenue is no less than $150 million. Most respondents cited earnings between $150 million and $50 billion in annual revenue.