蘑菇AV

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

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.

Google will command over half (52.2%) of US search ad spending this year, per our forecast, and 26.4% of total US digital ad spending. Our take: The two antitrust rulings against Google鈥攁s well as Meta鈥檚 FTC battle鈥攕ignal that regulators want to chip away at the ad duopoly鈥檚 market power.

US sales on Shein and Temu fell sharply following price increases: The decline is an unwelcome sign as both marketplaces fight to stay relevant with shoppers.

The travel industry set the pace for digital ad spending growth from 2021 to 2023, but its annual increases will now decelerate significantly. Growth will lag the national average for the next two years, though it won鈥檛 collapse entirely.

The travel and retail industries will post healthy digital ad spending growth figures this year, but many other verticals we track will underperform compared with the national growth average. Next year is looking better for almost all of them.

Our take: As retail media continues to drive growth in digital advertising鈥攖he channel will account for 17.9% of US digital advertising spend this year, rising to 21.3% by 2028, per our forecast鈥攎ore companies are investing in talent to manage new ad tech and measurement tools, helping to prop up industry employment.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

蘑菇AV 1 in 10 US digital ad dollars will go to CTV this year, a total of $33.35 billion, per our forecasts. Of that, 15.0% will come from retail media, up from 11.9% last year. And that figure will rise in years to come. Retail media CTV ad spend is growing about three times faster than retail media search is.

US digital ad spending. US programmatic ad spending. Report Outline: The First-Party Data Opportunity. Section 1: The first-party data opportunity. Background: First-party data is collected by ad buyers and ad sellers directly from their owned and operated channels. Market size: Nearly all digital advertising could be helped by using first-party data on either the buy or sell side.

The prize is considerable: US digital ad spending will boom to $460.46 billion by the end of 2028, per our forecast. Read the full report.