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One in 40 US ad spending dollars went to OOH in 2023, but that ratio will be 1 in 50 ad dollars in 2028, mainly due to the very rapid increase in ad spending going to connected TV (CTV) and other digital formats. Advertising for local services and entertainment accounts for almost one-third of all OOH spend.

Search, social, and customer ratings and reviews are the most influential channels for driving foot traffic and sales, according to SOCi鈥檚 Local Visibility Index 2024.

But not all RMNs can deliver the massive shopper audiences and innovative advertising solutions needed to unlock the format鈥檚 full potential. Millions of engaged shoppers flock to ecommerce sites every month. User traffic is key when deciding where to invest.

Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

On-site display ad spending鈥攚hat we refer to as ecommerce channel display ad spending in our forecasts鈥攚ill climb to $9.98 billion in 2024, then grow at least 24% YoY every year through 2028. But off-site display ad outlays will grow faster. Until now, retail media display ad spending has largely been concentrated on retailer sites.

Instagram鈥檚 prioritization of community was evident in its Broadcast Channels update late last year, which includes a messaging feature that allows brands and creators to directly engage with their followers. Betting on podcasts. For Vox and many other media companies, podcasts have emerged as a space to test both brand storytelling and more sales-driven messaging.

CNN and Roku want to thrive in the FAST lane: Both are launching free ad-supported streaming channels to lure price-conscious consumers.

颁罢痴鈥檚 ad spending growth will be greater than TV鈥檚 decline. That鈥檚 why, despite the shrinking pool of linear TV ad dollars, the combined amount spent on CTV and TV will grow from $86.4 billion in 2023 to almost $100 billion by the end of our forecast period in 2027. CTV will continue to eat into linear ad dollars.

Shake Shack is also building excitement and awareness around its brand by boosting its advertising spend and introducing limited-time offerings like a black truffle burger. Those efforts aim to ensure Shake Shack preserves its status as a premium brand.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Prescription drug ads accounted for nearly one-third (30.7%) of commercial time on evening news programs across six major broadcast channels (ABC, CBS, CNN, Fox News, MSNBC, and NBC) last year through Dec. 15, according to data from iSpot.tv cited by the Wall Street Journal. There will be support for a drug advertising ban across the government.

The National Retail Federation (NRF)鈥檚 Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers. Even though retail media is huge鈥攅xceeding $62 billion in US ad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Lowe鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe鈥檚 Media Network and plans to launch four new channels this year.

Paid search leads in conversion, beating paid social by four times: New report鈥檚 insights emphasize strategic channel use and tailored marketing approaches.

Consumers鈥� concern over how their personal data is being used has led brands to look for new ways to reach and engage their target audiences and measure performance. To find success, brands need a deep understanding of their customers and an ability to diversify the channels used to reach them

With advertising spend on digital channels continuing to grow鈥擨nsider Intelligence forecasts that social media ad spend is set to reach $82.88 billion by 2024 in the US alone鈥攖he ability to measure brand lift can help ensure you鈥檙e investing wisely across all channels.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

Diversifying channels: 鈥淎mazon needs sellers to start advertising outside of search results because it鈥檚 getting so crowded,鈥� Lipsman said. Amazon鈥檚 US ecommerce channel display ad revenues will total $5.48 billion this year, up 11.3% from 2022, according to our forecast.