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Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel’s ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.

We currently track programmatic CTV advertising spend only for the UK. Given the country’s digital advertising maturity, the space is becoming increasingly predominant in the programmatic field. Mobile remains dominant, but CTV has overtaken desktop’s share. The original strength in programmatic video predates any significant CTV influence.

Tariffs affect ad spending in two ways. Either consumers will see higher prices and reduce spending, thus lowering return on ad spend for advertising. Or advertisers will eat the costs and have less money to spend on ads. Also, some combination of the two scenarios could play out. That would reduce ad spending across the board.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

Temu and Shein both abruptly cut their Google Shopping ad spend in April, per an April 2025 Tinuiti report. Heavy tariffs would drag US Upfront Linear TV ad spending down by 23.5% to $13.4 billion, per our April 2025 forecast. Even with heavy tariffs, US retail media ad spend will grow by 8.5% in 2025, per our April 2025 forecast.

Search remains the dominant format in retail media, accounting for nearly two-thirds (63.2%) of total retail media ad revenues and nearly 80% (79.9%) of on-site ad spend in 2025. But display advertising is rapidly gaining ground. By 2029, display is projected to grow its share of total retail media spend by nearly 5 percentage points, from 36.8% to 41.7%.

RFK Jr.’s pharmaceutical ad ban could affect $22 billion in ad spending: A business-friendly Trump administration could hamper RFK’s plans to cut D2C advertising.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer

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.

Some of retail media’s fastest climbers are flying under the radar: During H2 2024, Uber Eats, Meijer, and Albertsons posted ad growth rates that dwarfed Walmart and Target, soaring 317%, 157%, and 94%, respectively. Even though it is still in the lead, Amazon is slowing down. After growing at a rate of more than 30% in previous years, its global ad revenues are expected to increase by 18.6% in 2025.

In Germany, Amazon commands a significantly large proportion of total retail media ad spend: nearly 8 in 10 RMN ad dollars. This is symptomatic of Germany’s market being more risk-averse and later to the digital shift—Amazon offers better, guaranteed returns in the RMN space, which the German market sees as a safe bet.

CTV ad spending to grow 16.8% in 2025: While economic uncertainty and an increasingly fragmented ecosystem remain concerns, CTV promises success.

Germany’s digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals the trends shaping digital spending, retail sales, and more.

Italy’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

While return on ad spend (ROAS) is commonly used to compare performance across platforms, Gloazzo cautions against over-reliance on this metric. "ROAS is not my favorite one, because a lot of retail media platforms right now take into consideration in-store sales, within the evidence sales," he said. "Some have 14 days attribution, some have 30 days attribution.".

This deck provides an overview of the travel sector in ecommerce, including forecasts for sales growth, digital ad spending, and KPIs. It also highlights consumer shopping behaviors, research trends, what’s changed since last year, and the influence of technology on purchase decisions.​