蘑菇AV

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

Amazon wins significant brand attention for Thursday Night Football: A few years into its rights deal, the company persuades advertisers to hop aboard.

With writers reaching a deal to end their strike, the extent to which the stoppages will divert ad dollars away from TV and streaming to other channels will depend on how actors continue to strike and if reruns and international shows retain viewer interest. Upfront linear TV ad prices declined for the first time since the Great Recession.

Social network ad spending will represent one quarter of all US ad spending in 2027, 蘑菇AV forecasts. Over 9 in 10 US marketers who invest in creator marketing plan to promote their partnerships via retail media networks in 2025, per October 2024 data from LTK and Northwestern University.

Ecommerce players with roots in China have gained ground on established retailers by introducing innovative shopping experiences. App-based, entertaining, and highly deal-driven, the platforms appeal most to Gen Z and budget-conscious shoppers. They cut out the middlemen of retail distribution and connect directly to China鈥檚 vast manufacturing base.

TikTok boosts movie success: The platform drives theater attendance and ticket sales, especially among younger audiences.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

Nearly 80% of US RMN ad spend will go toward on-site ads next year, per our forecast. However, off-site鈥檚 share of total ad spend will grow over the next few years. 3. Proving, optimizing ROI is crucial for continued marketer investment.

In February, The Roku Channel and Jellysmack partnered to launch two FAST channels featuring 17 creators, for example. Combined with the rise of episodic content and creator-owned media, such channels will further fragment already divided viewer attention and heighten the competition for audiences, ad dollars, and subscription revenues. There is a potential upside for TV and video providers.

While travel media networks aren鈥檛 new鈥擬arriott has had one for years鈥攖he burgeoning commerce media landscape is ripe for travel and hospitality brands to secure their share of ad dollars.

Use this chart: Digital advertisers can use this chart to inform retail media investments and highlight the boost in ad spend during Q4 2023, likely due to the holidays. Related 蘑菇AV reports:. US Amazon Ecommerce Forecast 2024 (Subscription required). Retail Media Search Forecast and Trends 2024 (Subscription required).

The company's position as a buy-side platform allows it to offer relatively objective advice to brands on where to allocate their ad spending across various premium content providers.

Influencer marketing鈥攑aying a content creator to promote a product or service on their own platform鈥攊s a growing ad channel in its own right, but issuers can take advantage of those partnerships across other channels too.

Ecommerce traffic is the foundation of retail media 1.0, where in-market online shoppers search for products and brands and convert into buyers, fueling retail media鈥檚 powerful closed-loop measurement. We asked respondents to evaluate two dimensions of ecommerce traffic: traffic scale and traffic quality. Amazon Ads ranked No. 1 in traffic.

We forecast retail media network off-site ad spend in the US will grow 61.5% this year, reaching $10.64 billion. That figure will grow another 27.1% next year, hitting $13.52 billion, as brands and retailers look to meet consumers wherever they are.

If July鈥檚 ad spending data is part of a trend鈥攁nd the 15-month streak implies that it is鈥攖hen the rest of 2024 could be a prime time to invest, though flexibility will be needed if the market shifts.

鈥淏y providing a transparent way to understand and measure performance in one place, our measurement API removes friction from cross-channel media measurement, helping advertisers determine the value of each channel and adjust their strategies accordingly,鈥� said Roche. The retail media network has also teamed up with TransUnion to offer advertisers access to marketing mix modeling (MMM) measurement.

KEY STAT: Ad spending on US sub OTT video services will increase 50.5% in 2023 to $9.48 billion. Key Points. Streaming ad spending is surging. We expect a 50.5% increase in ad spend in 2023, per our inaugural forecast for US sub OTT platform ad revenues. Netflix and Disney+ will make an advertising push. Both will have US ad revenues around $1 billion in 2023, with Disney+鈥檚 slightly higher.

It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period.

Deals will also pop up around growth channels. Only about 1 in 10 US retail media advertisers plan on increasing the number of ad tech platforms they work with, per our survey. The majority of advertisers expanding their programmatic campaigns into other channels will want to do so with existing partners.