蘑菇AV

Spend on affiliate marketing will surpass $10 billion in the US for the first time this year, and will increase 47.4% by 2028, according to 蘑菇AV鈥檚 latest forecast. However, with traffic from Google declining and consumers becoming more discerning, both publishers and advertisers are grappling with shrinking margins and rising competition.

US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV鈥攍ong a mainstay of political advertising鈥攚ill hold its own.

In 2024, CTV will only account for $0.13 of the US digital ad spend per hour spent with digital per adult, compared with mobile, which accounts for $0.51, according to our 鈥淭ime Spent With Connected Devices 2024 report. The bottom line: Audiences are diffuse, said Wurmser, and it鈥檚 important to concentrate less on the device and more on your target consumer.

US digital ad spending will surpass $452 billion by the end of 2028, per our forecast, and FMNs prime banks to capture some of that spend. That鈥檚 a compelling prize as high interest rates continue to curb banks鈥� lending profits. FMNs are starting to go mainstream. A handful of FIs, including Klarna and Revolut, have been developing FMNs since 2023.

Our complete estimates for US programmatic ad spending can be accessed via our website鈥檚 interactive forecast module. Programmatic shoulders the digital display ad market. Programmatic advertising is the prevailing means of reaching consumers digitally, accounting for more than 9 in 10 display ad dollars in the US this year.

Once a stalwart of TV advertising, we expect the automotive industry鈥檚 US traditional media ad spend (which includes TV) to decline 8.6% this year to $7.3 billion鈥搕hough digital ad spend will jump 14.7%. Q2 automotive TV expenditures fell 13.1%, with impressions declining steeply as well. End-of-year 2023 spending was also down: November and December 2023 spending fell 15.8% and 14.9%, respectively.

B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

Turning to AI: The ad industry is increasingly relying on AI for everything from creative production to data processing. 57% of US advertisers and agencies said they would be willing to use AI-generated creative if accuracy and brand suitability could be verified in an August Advertiser Perceptions survey, up from just 33% in 2023.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

Mobile app install ad spending in the US is forecast to reach over $27 billion in 2025, up nearly 11% from last year, per our forecast. Mobile in-app ad spending is projected to grow even faster, rising 12.6% in 2025 to nearly $190 billion. By 2029, mobile will make up nearly 68% of total digital ad spending in the US, climbing from 66% this year.

Financial services marketers have had to do more with less as digital ad spending slowed over the last two years. But economic optimism has them ready to reopen their wallets.

PayPal Ads offers unique ad targeting via transaction data: Access to PayPal鈥檚 400 million users aims to transform digital advertising for small and medium-sized businesses.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.