蘑菇AV

To illustrate this point, in 2019, China dominated with 66.4% share of retail media ad spending worldwide compared with 24.6% in the US. (However, the US market is projected to eclipse China鈥檚, with shares of 40.6% and 37.1% in 2025, respectively.). Ecommerce channels lead in retail media ad spending.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

Today, the percentage of US Spotify users who are subscribers, rather than ad-supported listeners, continues to tick upward, however slowly: By 2028, 57.5% of Spotify鈥檚 US listeners will be subscribers, up just 1 percentage point from 2024鈥檚 figure. Read the full report, Audio Ad Spending 2024.

Even without the uncertain outlook for US electric vehicles, proposed tariffs on imports and materials from China, Canada, and Mexico could cause auto prices to rise significantly, complicating an already challenging environment for auto sales. We expect US automotive total media ad spend to hit $31.77 billion this year, up from $29.48 billion in 2024.

On Nov. 20, the US Department of Justice (DOJ) recommended Google be mandated to sell Chrome as part of an ongoing antitrust case that could upturn digital marketing. It's a change intended to increase competition, and marketing experts think it will.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

MFA sites still plague open web exchanges: AI allows bad actors to rapidly produce fraudulent websites and use bots to drum up fake pageviews, muddying the ad ecosystem.

The search giant will bring in $62.87 billion in search ad spending this year, or $1 in every $2 US marketers spend on search ads, by our estimates. Remove retail media from the equation and Google鈥檚 search ad market share will climb to about 70%. Apple鈥檚 a threat, but it won鈥檛 topple Google.

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.

Key Stat: In 2024, nearly two-thirds of US digital ad dollars will go to Amazon, Apple, Google, Meta, and Microsoft. As they鈥檝e amassed market share, these Big Tech platforms have attracted the attention of antitrust regulators around the world. Executive Summary. Antitrust law aims to preserve market competition. The two main antitrust laws in the US were enacted over a century ago.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

Key Question: How quickly is OOH ad spending growing in the US, and what鈥檚 driving the growth? Key Stat: In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate鈥攂ut steady鈥攇rowth. Executive Summary. OOH ad spending will grow at a solid pace, but it will still lose share of marketers鈥� budgets.

Search and advertising come under fire as the CMA takes a proactive approach to regulation while the US DOJ focuses on punitive remedies.

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.

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.

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?

Drugmakers have already been growing their digital ad spending over the years: We forecast that pharma companies will spend just over $20 billion on online marketing in 2025. Editor鈥檚 note: This article is part of a series on how the incoming Trump administration will affect key sectors of retail, marketing, tech, and finance.

With 65.9% of digital ad dollars spent in the US this year going to mobile, according to our March 2024 forecast, brands must find ways for their mobile ads to stand out. Interactive ads can do that for brands, but the successful types vary between industries.

Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers鈥� focus on off-site spending intensifies.