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Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

In July, Loblaw announced it is rolling out in-store display ads across 500 locations in its Canadian store network. In April 2023, Best Buy Ads launched in Canada as the first dedicated RMN for consumer electronics in the country. Financial services is being hampered by heavy regulation. Compared with the US, finserv digital ad spending is relatively low in Canada.

Digital ad spend is growing and going increasingly toward programmatic formats. Search ad spend is on the rise as well, as retail media growth remains healthy. And social media is in better shape than previously projected. Here are five recent charts forecasting the future of ad spend.

Programmatic direct display ads, which are dominated by placements made via social ads managers, will account for more than 80% of the C$6.78 billion ($5.21 billion) display market in Canada this year, per our forecast. Outstream video ads, which often play with soundless video in social feeds, are now a go-to format for branding aims.

Amazon's Sponsored Products ads now reach beyond its platform: High-performing format could grow retail media's share of market.

Programmatic is on track to capture a growing share of ad dollars as advertisers embrace the flexibility and control that comes with automation.

Though we鈥檝e downgraded our retail media forecast, we anticipate the channel will experience double-digit growth through 2027. 鈥淚 don鈥檛 think it鈥檚 an exaggeration to say that retail media is one of the most important and potentially most transformative ad spending channels in media right now,鈥� said our analyst Max Willens.

US display ads make up nearly 60% of all digital ads, and the display ad portion is $160 billion and growing, 180 next year. Most of that 160 this year is video, 57%. Banner ads are about 30% of display. Banner ads' share of display is flat in the US but the dollars are going up, $52 billion on banner ads in the US this year. 58 billion next year.

43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.

Walmart鈥檚 retail media network generated 11 billion impressions in Q1: The retailer is chipping away at Amazon鈥檚 dominance, despite the latter鈥檚 moves to boost non-endemic spend.

On today's podcast episode, we discuss what the biggest trend of 2024 will be when it comes to how consumers will spend their time鈥攁nd money鈥攁nd what the biggest opportunities for advertisers will be as a result. Tune in to the discussion with our director of Briefings Jeremy Goldman and vice president of Briefings Jennifer Pearson.

On today's podcast episode, we discuss the main takeaways from this year's Super Bowl; which ads had the biggest impact; how Fox, ESPN, and Warner Bros. Discovery's (WBD's) new giant sports streaming service announcement changes the game; some unbelievable facts about trees; and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of forecasting Oscar Orozco, and analyst Max Willens.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

On today's podcast episode, we discuss what's fueling the social ad spending upswing and what to watch from each of the major social platforms. "In Other News," we talk about advertisers' level of caution in returning to X (formerly Twitter) and why New York City is suing the social media giants. Tune in to the discussion with our analysts Minda Smiley and Max Willens.

Sponsored content and outstream video, two of native advertising鈥檚 most popular forms, are no longer found only on social media, which dominated this type of advertising thanks to its audience targeting capabilities. As these capabilities move to CTV and mobile, spending is shifting.