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By buying The Search Monitor, Similarweb adds compliance firepower, but integration hurdles and pricing shifts may test smaller clients

YouTube TV is poised to claim a 10% share of the $85 billion US pay TV market by the end of 2026; our own forecast has the service making just shy of $10 billion this year in the US. Per MediaPost, YouTube generates $0.18 per streaming hour in US ad revenues, behind Pluto TV but ahead of Tubi and The Roku Channel. Why it matters: Our data reinforces the bullish outlook.

鈥淲hile scaling and driving adoption of our video formats is a key focus area for Roblox in 2025, we鈥檙e also focused on building and scaling unique formats 鈥� to help brands reach and engage the Gen Z audience on Roblox,鈥� the company said. 48% of US Gen Zers played Roblox in 2024, per CivicScience.

Companies like Apple resumed spending on the platform after a 15-month pause, while Amazon significantly increased its ad spending on X despite pulling nearly all of its ad spending from the platform in 2024. The change is largely in response to Musk鈥檚 new political power. Brands are hoping to improve relationships with Musk and, in turn, curry favor with the current administration.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

While Reddit鈥檚 advertising growth is slowing compared with 2024, it鈥檚 still positioning itself as a serious player for SMBs who want alternatives to traditional social platforms. These updates are meant to lower the barrier to entry by reducing campaign setup time and improving signal quality鈥攂oth key for advertisers working with limited budgets.

Despite its recent promise to spend $500 million on US infrastructure and jobs, Apple didn鈥檛 get iPhone tariff exemptions like it did under Trump鈥檚 first term. Apple may stop offering products and services in certain regions or raise prices, further dampening iPhone 16 sales.

US OOH ad spending will total $9.43 billion this year, up 3% from 2024, per our November 2024 forecast. Much of that growth comes from DOOH advertising, which will rise 11.5% this year to $3.54 billion. Traditional OOH will make up a larger share of overall OOH spending at $5.9 billion, but its share will decline 1.5% this year.

Key Stat: Most US advertisers (55%) cite a lack of standardization across retail media platforms as the biggest RMN-related challenge. Executive Summary. As additional RMNs enter the market, advertisers are contending with even more walled garden ecosystems.

Despite senators urging Trump to extend the deadline鈥攁nd despite nearly 70% of US adults opposing a ban, per Pew Research鈥擳ikTok鈥檚 future in the US is far from certain. As a consistent source of ad revenue growth, the possibility of a US ban is causing advertisers to spend less on the platform and CPMs to fall 80% YoY.

But they also indicate that advertisers investing heavily in SVOD and ad-supported video-on-demand platforms like Netflix and Hulu might need to rethink their ad spend. Our take: The shift represents the need to restructure how advertisers reach their target audiences.

While the EU and China are forging ahead with comprehensive AI regulations, the UK and the US have taken a pro-innovation, 鈥渓ighter touch鈥� approach鈥攚hich could get even lighter in the US under the new administration. The varied policies will create an added layer of complexity for global organizations scaling up AI. Sustainability will form part of responsible-use guidelines.

TikTok videos over 60 seconds perform best, study finds: The shift requires advertisers to rethink their short-form video strategy to meet consumers where they are.

By integrating iSpot鈥檚 tools, Paramount aims to attract ad dollars with sharper data on purchases, attention, and campaign impact across TV and streaming.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

AI-generated journalism arrives: Il Foglio鈥檚 all-AI newspaper edition showcases automation鈥檚 potential while raising ethical concerns about accuracy, credibility, and human oversight.

Moderate growth won鈥檛 be enough for OOH to maintain its relatively small share of the total US ad market, which will drop from 2.4% this year to 2.0% in 2028. 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.

Our take: Advertisers can deploy ad dollars more effectively on Snapchat, avoiding wasted impressions that can occur on platforms with broader, but less targeted and engaged, audiences. Snapchat provides a smaller audience with common interests鈥攑articularly related to the film and TV they consume鈥攖hat can deliver stronger engagement and provide more opportunities for precise, effective advertising.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

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.

Reddit lets users block content from specific advertisers: While the change could improve user experience, it may also jeopardize Reddit鈥檚 main revenue source.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

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