蘑菇AV

69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.

Unilever鈥檚 investment in influencer marketing will rise from about 30% to 50% of the company鈥檚 total ad spend. Fernandez suggests that an influencer-first strategy will make Unilever more trustworthy to consumers who are skeptical of traditional corporate messaging. 鈥淭here are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,鈥� Fernandez said.

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%.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

Spotify keeps Bill Simmons on board: The Ringer founder extends his contract as Spotify pivots toward video podcasting and sustainable ad-driven content.

Women鈥檚 sports advertising is thriving: TV viewership is up 140%, ad spend has doubled, and in-game ads drive 40% more engagement than primetime TV.

Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, 蘑菇AV forecasts. Despite its growth, influencer marketing has maintained a core communication issue鈥攏o one knows what to call the people who are doing the work.

Google, OpenAI explore ads: The moves indicate that ads will be a crucial part of how AI search engines generate future revenues.

US media agency professionals executing YouTube campaigns rated brand safety a top objective, per Pixability. A challenging market: With sports-betting ad dollars shrinking, platforms may preemptively distance themselves from gambling鈥檚 volatility and potential to cause gambling addiction and harm. 蘑菇AV 2.5 million US adults (1%) meet the criteria for a severe gambling problem in a given year.

Mobile ad fraud is evolving: A new scheme exploited bid requests and fake installs, highlighting why marketers must invest in fraud detection to protect ad spend.

Brands making the calculation that political favor is worth more than proven ad dollar ROI鈥擷鈥檚 ad revenue struggles go back to when it was still Twitter鈥攕hould remain cautious about advertising on the platform and understand that this decision might do more harm than good.

Ethan, you put together the report for us. The two other gents we have on the call worked on the numbers behind the scenes, but could you set the table for us? What top line is time spent with media looking like this year? Ethan Cramer-Flood (03:35):. Absolutely. Yeah, so this is US time spent with media 2025 hot off the presses.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

The number of US ad tech mergers and acquisitions nearly doubled from 2023 to 2024, per Luma Partners. We could see T-Mobile鈥檚 deals inspire other firms to scramble to buy up smaller or highly specialized ad tech players to expand offerings.

When Apple, which pledged $500 million to US manufacturing, faced UK pressure for an iCloud encryption backdoor, Director of National Intelligence Tulsi Gabbard called it 鈥渁 clear and egregious violation of Americans鈥� privacy and civil liberties,鈥� per The Associated Press. Gabbard asked the Central Intelligence Agency (CIA) and other US agencies to review the request.

Publicis strengthens AI and first-party data strategy: The Lotame acquisition enhances its identity solutions, adding 4 billion customer profiles and expanding Epsilon鈥檚 AI-powered ad targeting.

Omnichannel retail media will reach $61.24 billion in US spending this year, up 18.1% from 2024, per our forecast.