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CPG advertisers in particular rely on sponsored search for discoverability on crowded digital marketplaces and retailer-specific ecommerce sites. The number of retail advertising options is increasing.

Mendelsohn also highlighted the payoff from AI-driven ad tools, noting that businesses using Advantage Shopping Campaigns have experienced an average 22% increase in ad performance. 鈥淎I really is at the heart of everything that we鈥檙e doing,鈥� Mendelsohn said. These AI-driven tools are quickly gaining traction, with over 1 million advertisers using them in the past month to create 15 million ads.

GenAI is taking the search market by storm, but market dynamics will stay largely the same this year.

PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. Click here for more information.

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.

Its search product is tied to ecommerce, making it a highly shoppable and direct marketing channel that could gain further use if Google shrinks. Though Apple鈥檚 share is almost 10 times smaller than Google鈥檚 at $6.32 billion this year, the end of its contract with Google could prompt the company to accelerate long-rumored plans to launch its own search engine.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Insurers鈥� share of ad spend is shrinking. They鈥檒l stay the industry鈥檚 top spender, but insurers are considering how to use their ad dollars more efficiently, like through multichannel creator partnerships. Banks should adapt their ad spend strategies by sticking with what they know. After suffering a sharp pullback in 2022, US banking digital ad spend will jump more than 11% in 2024 and 2025.

Health and personal care is the fastest-growing ecommerce category in the US, per our July 2024 forecast, with projected growth of 14.2% YoY this year. Furniture and home furnishings ranks toward the bottom, with a projected 4.5% growth this year. But brand accounts may still be performing strongly on TikTok due to the popularity of DIY content.

Paid search ad spend is increasing, but search ad impressions are declining. Paid search ad spend grew 4.0% YoY in Q4 2023, according to data from Skai. But ad impressions declined by 15.0% YoY in the same quarter. In the US specifically, search ad spend will increase by 11.1% this year to reach a total of $124.59 billion.

And honestly, I doubt that most Amazon shoppers will even know the coverage exists unless Amazon goes in heavily on promoting it in their app or something, and I'm not sure they're that keen to do that. I also thought that choosing Brian Williams as a way to build up their news brand was a strange choice. I'm not sure he's much of a household name these days.

Over 72.6% of US social shoppers have seen shopping-related short-form videos, such as Instagram Reels, making them the most popular type of content in social media shopping鈥�. YouTube is looking to capture a larger share in the competitive market.

Digital ad spend is growing and going increasingly toward programmatic formats. Search ad spend is on the rise as well, as retail media growth remains healthy. And social media is in better shape than previously projected. Here are five recent charts forecasting the future of ad spend.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

However, the two metrics usually move in tandem, with ecommerce booms heralding ad spending booms, and ecommerce deceleration heralding ad spending deceleration. Worldwide ecommerce sales growth began a two-year decline in 2021 that the global ad industry quickly emulated.

Advertisers using the Performance+ suite have seen a 64% reduction in cost per action, a 30% increase in conversion rates, and a 1.8 times return on ad spend. Pinterest is also rolling out:. Personalized Promotions tools to help advertisers offer discounts in markets including the US, UK, Canada, Australia, France, and Japan.

Food and beverage is a much bigger part of ecommerce than it used to be. The food and beverage ecommerce category is set for robust 16.7% sales growth in 2024, and we anticipate growth to remain elevated for the next several years after that. But equally noteworthy is how quickly the category has grown as a share of overall ecommerce in the US.