蘑菇AV

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

Food and beverage is a much bigger part of ecommerce than it used to be. The food and beverage ecommerce category is set for robust 16.7% sales growth in 2024, and we anticipate growth to remain elevated for the next several years after that. But equally noteworthy is how quickly the category has grown as a share of overall ecommerce in the US.

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The pace of change in social media won鈥檛 slow in 2024. The rising number of disruptors鈥攚hether it鈥檚 AI, creators, social search, or TikTok Shop鈥攚ill both reshape old trends and create new ones.

69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

While ecommerce offers one avenue for personalization, physical stores are increasingly using real-time digital engagement to compete. Brands that invest in in-store media can boost visibility and strengthen customer connections, with numerous opportunities throughout the store for effective media placements.

As Chinese ecommerce players make further inroads in Latin America, local companies are finding new ways to innovate and keep pace with consumers鈥� fast-evolving shopping habits. Several have already done so, but others will need to keep up. Mercado Libre launched its 鈥淐lips鈥� functionality this past summer to compete directly with TikTok鈥檚 ecommerce ambitions in Latin America.

Search ads launch on TikTok: The keyword-based feature enables brands to reach users during searches, aligning ad efforts with user intent and behavior.

Since then, growth in ad spending on video formats across social media and connected TV has taken off. Display ad spending growth will continue to slightly outpace that of search over the next few years. But retail media throws most of its weight behind search. Retail media is the fastest-growing ad channel we track.

Spend from current retail media network (RMN) advertisers is showing signs of cooling, forcing RMNs to look to non-endemic advertisers outside their existing ad networks for new ad dollars.

Our nonvideo display forecast also includes spending on social channels. While video represents a majority of social media ad spending, advertisers will spend close to $38 billion on nonvideo ads on social networks in 2024. Read the full report, Web Publisher Monetization 2024.

Trump administration tariffs could significantly alter digital advertising strategies, forcing marketers to pivot toward performance channels.