蘑菇AV

Travel will see the fastest growth in US digital ad spending of any industry in 2023, according to our forecast. Travel, retail, healthcare and pharma, automotive, and entertainment will outpace the national digital ad spending growth rate.

Key stat: Google鈥檚 share of US nonretail search ad spend has declined since 2021, when the company saw $57.49 billion in US search ad revenues, according to our forecast. Among Google鈥檚 rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

On today's episode, we discuss why brands should be thinking more about community; Apple rolling out its buy now, pay later offering; consumers' shipping priorities; H&M's new resale program; what in-store retail robots can do; facts about US national parks; and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, vice president of content Suzy Davidkhanian, and analyst Blake Droesch.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the sizes of different digital marketplaces, what their unique selling points are, and why smaller retailers are building out their own. Then for "Red-Hot Retail," our analysts give us four spicy predictions about the future of digital marketplaces. Join our analyst Sara Lebow as she hosts forecasting analyst Whitney Birdsall and analyst Sky Canaves.

Amazon introduced advertisements to Prime Video in January 2024 and began experimenting with interactive, directly shoppable video ad formats last May鈥攔epresenting a significant expansion of Amazon鈥檚 retail presence beyond traditional ecommerce. Shoppable ads were tested again during the Thanksgiving holiday weekend on Prime Video, connecting video content directly to consumers鈥� shopping carts.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

We forecast 础蹿蹿颈谤尘鈥檚 US total payment value for the year will total $30.58 billion.

Sponsored Links have launched with an affiliate payout model, and affiliate marketing spend is expected to grow 11.9% in 2025, 蘑菇AV forecasts. US social commerce sales will surpass $100 billion in 2026, 蘑菇AV forecasts, presenting a clear opportunity for affiliate partnerships in influencer marketing.

US TV ad spend will fall 8% this year, per our forecast. Its share of total media ad spend is also in decline as marketers turn to faster-growing formats such as connected TV (CTV) and retail media.

What this means: We forecast that 43.2 million US consumers used Klarna last year鈥攎aking up more than half of all US BNPL users. That means less than 1% of its US base signed up for the service, which is not a promising sign for future consumer demand. Few BNPL users find it worthwhile to commit to a subscription service.

On today's episode, we discuss whether we're finally back to pre-pandemic travel levels, the most interesting parts of the 2023 Consumer Electronics Show, how best to support LGBT+ causes, if the future of sports is actually streaming, what to make of new state-level data privacy rules, what the best universities in the US are, and more. Tune in to the discussion with our analyst Blake Droesch, director of forecasting Oscar Orozco, and vice president of Briefings Stephanie Taglianetti.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

Retail media is taking Latin America鈥檚 digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

The strategy: Walmart Connect launched an API that allows retail ad tech firms like Pacvue, Skai, and DataCaciques to build tools for selling display ads on Walmart鈥檚 ecommerce site and app. These firms previously sold display ads through Walmart Connect. The API aims to simplify the ad-buying process by enabling advertisers to purchase and manage campaigns via a self-service platform.

We forecast crypto payment users will jump about 82% between 2024 and 2026, but in 2026, they will still only account for 2.6% of the US population.

The bottom line: Retail media ad spend on CTV is growing quickly in the US, increasing 45.5% YoY in 2025, according to a November 2024 蘑菇AV forecast. However, if retail media networks want to keep the ad dollars flowing, they鈥檒l need a more standardized approach without compromising transparency or ad effectiveness.

US adults spend over 32.3 hours monthly on the Spotify app, compared with 3.5 hours on Amazon Music and less than an hour on Apple Music, according to a January 2025 Comscore study.

Over two-thirds (67%) of Amazon鈥檚 US ad revenues come from search ads, according to our November 2024 forecast. 99% of Amazon searches show sponsored products, according to Pentaleap鈥檚 H2 2024 Sponsored Products Benchmark Report. The ecommerce giant displays an average of 20 sponsored products per page load in various locations across the page.

Pinterest鈥檚 Q1 involved strong user and global revenue growth: US monetization, though, could be under pressure moving forward.

Temu pulls its Google Shopping ads: The escalating US-China trade war puts the company鈥檚 business model at risk and threatens ad giants like Meta and Google.