蘑菇AV

The case puts $37.67 billion in US Instagram ad revenues (per our March forecast) on the line this year alone. Splitting Instagram from Meta would shake up media planning and threaten Meta鈥檚 ability to offer cross-platform advertising.

Digital ad spend in Latin America is set to reach 56.4% of total ad spend in 2025, per 蘑菇AV鈥檚 forecast. As the region鈥檚 digital landscape matures, media quality, and performance are becoming top priorities for advertisers.

Key stat: 41.4% of US consumers will look for sales or coupons to offset price increases, the top change consumers anticipate making due to tariffs, according to February 2025 data from Numerator. 30.5% of consumers will buy fewer imported goods, while 26.1% will switch to US-made alternatives.

BeReal launches its US ad business: The platform is looking to capitalize on TikTok鈥檚 uncertain future in the US.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

The rebrand is a small step in Apple鈥檚 overall ad strategy to combat slower ad growth, but past efforts to expand its ad business haven鈥檛 been wildly successful. Apple鈥檚 services revenues missed the mark in Q4 2024, falling below investor expectations鈥攕uggesting that its ad initiatives might not be performing as well as hoped.

Streaming will remain critical for reaching audiences, but spreading ad spend across both streaming and linear TV will help combat market volatility. Potential ad load increases will make the quality and relevance of creative ads more important than ever to break through viewer fatigue.

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

Companies are already considering the future if taxes are deployed: 鈥淚t will create higher costs for us to use Meta and other channels, so expenditures will probably dip in certain sectors,鈥� bringing down demand, Mick Rigby, CEO of Yodel Mobile, told MediaPost. Our take: EU taxation of Meta and Google鈥檚 digital ad revenues, if implemented, and could influence where advertisers choose to spend.

Sarah will be back on Wednesday for the Reimagining Retail Show, talking about the French department store that's trying to change US retail.

The estimate indicates a major shift from advertisers in light of the platform鈥檚 potential US ban. The sharp decline comes despite TikTok usage returning to normal levels following a short blackout and temporary removal from US app stores鈥攁nd despite an outright ban seeming less likely in light of Oracle inching toward a final deal for a TikTok sale.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

A sizable share of Meta鈥檚 US ad revenues鈥攅stimated at $10 billion鈥攃omes from non-US advertisers, many of whom are Chinese brands now reconsidering their spend. Much of this ad spend comes from Chinese ecommerce brands marketing directly to US consumers, especially in categories like apparel, home goods, and electronics.

Ad spending could become more reactive. With CFOs demanding agility, marketers will prioritize performance channels and pause bigger brand investments. Campaigns focused on demand generation, ROI, and flexibility may take precedence over splashy, long-term initiatives.

Meta platforms will account for 72% of overall social network ad spending in 2025, per our forecast.

VideoAmp gains on Nielsen, partners with Televisa: The company鈥檚 Upfront event highlighted the major changes across the measurement landscape.

Amid uncertainty over TikTok鈥檚 future in the US and the politicization of other networks, advertisers are becoming more hesitant about where they invest. Our take: As consumers lose confidence in social media鈥檚 reliability and returns diminish, advertisers need to consider diversification鈥攚ithout divesting too heavily from social.

YouTube also leads all other digital platforms for US time spent. US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each). Ad spending on YouTube will be up over 750% in 2025 versus 2015.

If ad dollars shrink, Meta and others may need to ditch risky side projects and focus on scalable, affordable services to survive the slowdown

Fifty-seven percent of US marketers see content creation as the leading AI use case, per Jasper. Tinder and Uber are already using the immersive AI ad format. Tinder鈥檚 lens allows users to create personalized selfies with the caption 鈥淢y 2025 Dating Vibe,鈥� and Uber piloted the feature for a Thanksgiving-themed AI lens.