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Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Other influencer marketing agencies are sure to prioritize LinkedIn moving forward, especially since sponsored content will see double-digit growth in the US over the next few years, per our forecast. Click here to view our full forecast for US influencer marketing spending. Creators are becoming more reliant on LinkedIn.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go鈥攁nd risks alienating its core base.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs鈥� benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

With margins already thin, these advertisers are reassessing spending, pausing some influencer campaigns, and tightening marketing budgets to offset rising costs. While the exact status of these shifts remains unclear, the tariffs still pose near-term challenges to growth, particularly for platforms more exposed to Chinese ad dollars.

OOH鈥檚 synergistic relationship with social media and influencers extends to DOOH as well, but the integration has clearly reinvigorated static displays. A Morning Consult/OAAA survey conducted in March 2023 found that 39% of adults would be likely to repost an OOH ad with an influencer, creator, or celebrity to their social accounts. The inclusion of QR codes in creative is easing direct response.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices鈥攂ut trust and authenticity remain concerns.

TikTok has a target to increase gross merchandise value to $17.5 billion in 2024 by aggressively courting brands, sellers, and influencers. Shein and Temu have the most overlap with TikTok Shop customers. They are thus more vulnerable to its competition, according to data from Earnest Analytics, while Amazon and eBay are relatively more insulated.

Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.