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Tariffs are driving a sharp slowdown in US advertising growth. Widespread concern over Trump鈥檚 sweeping trade policies has led to downgraded 2025 ad spend forecasts, with nearly half of advertisers planning budget cuts. Retailers are bracing for margin pressure and softening consumer demand.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Tariffs and related market turmoil could also threaten brand partnerships and drive US social network ad spending growth down 10% this year, crafting a storm of uncertainty. Short-form benefits: Longer-form video content can be more expensive to produce, requiring more resources and often needing multiple episodes to gain user attention.

Even as ecommerce alcohol sales rise, physical stores continue to dominate the path to purchase. Nonalcoholic beverages and Dry January are also picking up steam.

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

Ad spending could become more reactive. With CFOs demanding agility, marketers will prioritize performance channels and pause bigger brand investments. Campaigns focused on demand generation, ROI, and flexibility may take precedence over splashy, long-term initiatives.

Trump has also indicated that he could lower US tariffs on China to secure support for a sale, stating that 鈥渋n order to get 颁丑颈苍补鈥� to agree, 鈥渕aybe I鈥檇 give them a reduction in tariffs.鈥�. Behind the scenes: While efforts to save the app are intensifying鈥攅specially in light of two-thirds of US adults opposing a ban, per Pew Research鈥攃onfidence in a deal is falling.

The news: Ninety-four percent of marketers and agency execs are concerned about the impact of President Donald Trump鈥檚 tariffs on Canada, Mexico, China, and the EU, per IAB research鈥攊ncluding 57% who are 鈥渆xtremely concerned鈥� about the impact of tariffs. Almost half (45%) of advertisers are planning on reducing overall ad spend.

Retail media networks (RMNs) will attract an extra $2.29 billion in ad spending in 2025. This 鈥渢hird wave鈥� of digital advertising arrived a little later in the core Western European countries than in markets like the US and China, but its ascent has been rapid鈥攁nd will continue to be.

Looking forward: While Q1 was successful for the social media giant, the ongoing US-China tariff war is expected to hit Meta hard, and its impact will likely be more noteworthy in Q2. Major Chinese advertisers including Temu and Shein contribute a substantial portion of ad spending on Meta platforms, accounting for 11% of ad spending in 2024 across Meta apps, amounting to billions of dollars.