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Compared with other advertising channels, in-store retail media inspires the lowest percentage of negative sentiment, with 42% of shoppers expecting it would improve their experience, according to a June 2023 Grocery TV survey. Product discovery is more likely to lead to an immediate purchase when it occurs in-store.

Amazon strengthened its grip on ecommerce in 2024: The retailer warded off growing competition from Temu and Walmart by improving delivery speeds, offering deals, and enhancing Prime benefits.

But spending in the channel will rise by 48.9% in 2024, thanks to a push from in-store retail media, which may fan out to other DOOH placements once proven. Ad spend is being diverted to programmatic DOOH from other channels. UK advertisers plan to increase spend on programmatic DOOH by an average of 31% in the next 18 months, per a June 2023 survey by VIOOH.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

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

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

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.

OpenAI rolls out free search to capture shoppers during a peak ecommerce season, offering price comparisons and product links just when consumers need them most

While 2025鈥檚 projected ad spend shows the industry is healthy, there may be some challenges for major agencies, which have seen a decreasing share of US ad spend over the past several years, per Advertiser Perceptions.

The advertising industry craves standardization in a fragmented landscape shaped by rising privacy expectations and demands for actionable insights. To move beyond aggregate campaign analytics, businesses need user-level insights without adding legal, technical, or governance hurdles.

Display advertising will capture 85.7% of the $90 billion in additional ad spending between 2024 and 2028. Search's share of digital spend will hold relatively steady at 41.5% in 2024. Retail media networks and AI search capabilities are expected to drive search growth. Nonvideo formats will account for just $12.75 billion of incremental spend through 2028.

Launched in Q2 2009 as Mercado Libre Publicidad, then rebranded to Mercado Ads in September 2020, the regional ecommerce giant managed to gain a significant edge over Amazon in Latin America through years of multibillion-dollar investments into fortifying its retail flywheel. (That flywheel comprises ecommerce, logistics, financial services, media, and advertising.).

Search ads and retail media to aid Western Europe advertisers: Economic uncertainty to bolster use of ad channels that can deliver solid returns in 2023.

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.