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Value was the name of the game in 2024 as retailers scrambled to keep consumers shopping. But that wasn鈥檛 the only thing on retailers鈥� minds this year.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

There鈥檚 been a roughly 30% increase in ad spending in the travel industry compared with 2019. As the desire to travel fuels spending by consumers, travel service providers have responded by upping their ad spending. Click here to view our full forecast for travel industry digital ad spending. More than half of internet users book travel digitally.

Shake Shack is also building excitement and awareness around its brand by boosting its advertising spend and introducing limited-time offerings like a black truffle burger. Those efforts aim to ensure Shake Shack preserves its status as a premium brand.

The survey aimed to gauge the shopping behavior of social media users across leading platforms and uncover their responses to shopping-related, sponsored, and creator/influencer content. Survey respondents were monthly social media users who either made online purchases via social media platforms or had been inspired by or discovered products on these platforms.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Could Trump鈥檚 second term include a ban on D2C pharma ads? We examine the likelihood of a ban and explore what more oversight of drug ads on TV means for pharma marketers.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports

Mavely campaigns deliver three to five times the return on ad spend across various marketing channels. Why it matters: The creator economy is driving significant M&A activity as the industry shifts toward measurable, creator-led growth. Major deals reflect this momentum:.

And I think this is because we know that shopping has become more social, and as retailers are really looking to drive that incremental growth, creators really are emerging as an important source of creative and a connection to new shoppers that are discovering and buying products in different ways. I would say it's really a win-win for influencer marketing and for retail media.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.