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Digital ad spend by the US travel industry will grow by 14.3% this year for a total of $6.79 billion, according to our forecast.

Comcast鈥檚 streaming ad platform aims for SMBs: Universal Ads will launch with partners like Roku and WBD as competition for SMBs increases.

The retail media landscape is dominated by national retailers like Amazon and Walmart, which boast the No. 1 and No. 2 retail media networks in the US by digital ad spend, per our forecast.

We expect influencer marketing spending in the US to reach $9.29 billion in 2025, up 14.2% YoY. That growth rate will outpace both digital鈥檚 and social鈥檚 ad spend growth in the US鈥攖hough influencer marketing鈥檚 share of marketing dollars will remain significantly smaller.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

While fewer US sports leagues are active during the summer, the 2024 Olympics in Paris will likely provide a boost to betting action.

US B2B digital ad spend growth rates for key sectors like tech, finance, healthcare, and telecom will be 13.2 percentage points lower on average between 2023 to 2025 compared with 2017 to 2019, according to our forecast.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.

The US is the overwhelming center of gravity for all things advertising鈥攁nd it will remain that way, even though 2023 will see a slight share drop for the country across various metrics. By the end of next year, the US shares of total and digital ad spending will increase once again.

Social media ad spend declined in the second half of 2022, and the category will make up a shrinking slice of total digital ad spend in the US this year, according to our forecast. But brands still need a social media presence. That鈥檚 where AI and ChatGPT can help. Here are six uses for generative AI in organic social campaigns.

It introduced Thought Leader ads, expanded further into solutions for CTV, and touted AI-powered optimization. #7: Digital ad spending. What fueled interest: Digital ad spending surged in a number of categories. Our forecast was up, and Magna鈥檚 was even more bullish鈥攊ncluding consumer goods, driven by a D2C shift.

In-app ads will drive US mobile ad spending past $200 billion in 2024.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers.

On today鈥檚 podcast episode, we discuss how banks are adjusting their ad spending in a world with high rates, economic turmoil, and a shift to digital advertising. 鈥� In our 鈥淗eadlines鈥� segment, we dig deep on a recently published Insider Intelligence report covering our forecasts for ad spending by US banks and credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we discuss how fewer mortgages are affecting banks' net interest income and what that means for their marketing budgets. We also examine Ally Bank鈥檚 increased ad spending. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we talk about how large banks are doubling down on digital ad spending while smaller institutions are cutting their spending, which could lead to the eventual demise of smaller traditional banks. Tune in to the discussion with host Rob Rubin and our director of forecasting Oscar Orozco.

On today鈥檚 podcast episode, we explore the problematic relationship between credit unions and Gen Z. 鈥� In our 鈥淗eadlines鈥� segment, we discuss an article from PYMNTS.com that revealed only 4% of Gen Z consumers bank with credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we consider what credit unions can do to capture Gen Zers鈥� attention while working with tight marketing budgets, and which programs have helped Gen Z consumers manage their finances. 鈥� In 鈥淎ctual CEO,鈥� we discuss with our guest CEO what she is currently doing to engage with Gen Zers at her credit union. Listen to the podcast with host Rob Rubin and Tansley Stearns, CEO of Community Financial Credit Union.鈥� In our 鈥淗eadlines鈥� segment, we dig deep on a recently published Insider Intelligence report covering our forecasts for ad spending by US banks and credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we discuss how fewer mortgages are affecting banks' net interest income and what that means for their marketing budgets. We also examine Ally Bank鈥檚 increased ad spending. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we talk about how large banks are doubling down on digital ad spending while smaller institutions are cutting their spending, which could lead to the eventual demise of smaller traditional banks. Tune in to the discussion with host Rob Rubin and our director of forecasting Oscar Orozco.

Methodology: Data is from the November 2024 Advertiser Perceptions survey titled "Q4 2024: The State of the Ad Industry." 300 US marketers and agencies were surveyed during September 2024.