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Display advertising in 5 charts: From programmatic to retail media. Note: Respondents were asked, "If you had the choice, how would you prefer to access websites, apps and online services?". Methodology: Data is from the January 2024 Interactive Advertising Bureau (IAB) report titled "The Free and Open Ad-Supported Internet: Consumers, Content, and Assessing the Data Value Exchange."

Through promoted display ads, eBay is also pushing buyers to store pages rather than specific listings. 鈥淚t鈥檚 the first product we have that actually helps drive traffic to a seller store, not specifically a seller鈥檚 item,鈥� said Kazim.

Lyft intends to serve display ads and plans to introduce video ads by year鈥檚 end. Beyond the app, the company aims to use digital screens for advertisements at its bike-share stations. Lyft will use its vast amount of user data, which includes payment methods, ride histories, and lifestyle segments. This targeting will be based on anonymized and aggregated data to ensure user privacy.

The opportunity: Gyms have out-of-home (OOH) and digital display advertising potential. Health-oriented consumers are generally willing to share first-party data in order to track progress. And gyms could pair with streaming platforms to offer access to content for logged-in users in order to target ads with an even bigger audience.

Publishers need to diversify by adding new revenue streams, including job boards and experiential events, rather than assume their display ad businesses will come back in a major way鈥攖hey won鈥檛. Google needs SGE to save its search experience, whose quality has declined, according to researchers. This explains its haste to roll out SGE broadly.

Display advertising will make up more than half (56.2%) of total digital advertising next year, per our forecast. Search will make up a slightly smaller piece of the pie at 41.7%. Use this chart:. Compare ad spend across grocery delivery brands. More like this:. Amazon tests Prime grocery subscription as it tries to win back market share. Grocery, in-store pickup drive click-and-collect growth.

And in 2024, Walmart Connect gave its advertisers the ability to use its custom audiences to target TikTok users with video and display ads. Read the full report, Paid Social Forecast Report H1 2024.

Searches on Magi would still feature ad placements and recommended products, and that code-writing chatbot may display ads underneath its results, to name two examples. Our take: Google is trying to find a delicate balance between staying ahead of competitors that are advancing new technologies and calming advertisers who are used to the established ways of doing business.

Both sponsored search and display ads on retail sites like amazon.ca and walmart.ca are capturing increased spend from advertisers targeting online shoppers. Increased privacy measures have made targeting mobile social users more difficult, and advertisers have redirected budgets to where first-party data is available.

Why it matters: Amazon offers advertisers a dashboard that tracks ad spend across various ad formats, including sponsored items, sponsored brands, and sponsored display ads. To determine how effectively to deploy their advertising budgets, brands and agencies rely on real-time reporting and track ad spend in relation to real-time sales figures.

US publishers will get nearly $20 billion in programmatic digital display ad revenues this year. AI search challenges those revenues. Microsoft has looked at sharing Bing Chat ad revenues with publishers. TikTok is doing something similar to boost publisher relationships. This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Although spend on the open exchange is still growing, it will continue losing share of the overall programmatic display ad market, accounting for only 8.5% of spend in 2025. Investing in direct buying paths helps advertisers reduce hidden fees, alleviate frequency problems, lowers the risk of data leakage, and decreases their carbon usage, said Mitchell-Wolf. 2.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Walmart Connect is also encouraging online ad spend from smaller advertisers by providing display advertising to brands of all sizes such that even emerging brands can buy self-service ads. Smaller advertisers need more automation, said Lehrfeld, and Walmart Connect鈥檚 goal through programmatic and auction-based display advertising is to provide that to everyone.

One prominent solution that is currently being pushed by Roblox is in-game billboards that cycle through inventory much like an out-of-home digital billboard or a digital display ad. Others include placing advertisements on loading screens or tying brand partnerships to rewards for in-game activities鈥攁 format games messaging app Discord recently started implementing.

Across the region, display advertising will be the main fuel to digital鈥檚 fire. But that won鈥檛 be universal across countries, with search remaining dominant in France and Germany. Search spending will claw back some share this year, though it won鈥檛 last.

Display advertising makes up a smaller portion of total US retail media ad spend, but it will grow faster than search every year through the end of our forecast period in 2027. Use this chart:. Understand how digital shoppers interact with retail media ads. Identify which types of ads are suited for driving awareness and which are suited for conversion. More like this:.

So while retail media CTV partnerships drive lower-funnel activity better than traditional TV advertising, search and display ads on retailer websites are still the best bet for driving rapid conversions.

For example, display ads can be highly influential in driving in-store purchases, and we know optimized creative is integral for impact鈥擟reative quality leads to 23% ad-recall, but this number drops to 2% recall for ads with poor creative quality, the Magna Media Trials and Yahoo study reveals.

Online marketplaces or search engines are the top places where US consumers start their shopping journey, so it's key that brands use those channels to promote discovery, namely through search and display ads. This year, US retail media ad spend on display and search formats will total $59.61 billion, nearly 20% of total digital ad spend, per our forecast. 4.

Advertisers can target users across age groups both via streaming ads and via display ads on those devices. 4. Digital video is moving to CTVs. This year, for the first time since we began our forecast, less than half of time spent with YouTube will be on mobile as viewers pivot to watching videos on other connected devices, which include CTVs.