蘑菇AV

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

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.

The pace of change in social media won鈥檛 slow in 2024. The rising number of disruptors鈥攚hether it鈥檚 AI, creators, social search, or TikTok Shop鈥攚ill both reshape old trends and create new ones.

As Chinese ecommerce players make further inroads in Latin America, local companies are finding new ways to innovate and keep pace with consumers鈥� fast-evolving shopping habits. Several have already done so, but others will need to keep up. Mercado Libre launched its 鈥淐lips鈥� functionality this past summer to compete directly with TikTok鈥檚 ecommerce ambitions in Latin America.

Since then, growth in ad spending on video formats across social media and connected TV has taken off. Display ad spending growth will continue to slightly outpace that of search over the next few years. But retail media throws most of its weight behind search. Retail media is the fastest-growing ad channel we track.

However, an inflation spike could make retail media a more valuable ad channel. Inflation would restrict ad budgets and encourage marketers to spend more on high return-on-ad-spend (ROAS) channels like retail media. Advertisers who deal with essential goods are unlikely to be affected by pullbacks in consumer discretionary spending, which means they might still spend ad budgets freely.

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.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.

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.

Study finds 57% of streamers choose AVOD tiers: Consumers seek affordable alternatives amid subscription price hikes.

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.

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While ad spend allocated to in-store retail media has yet to take off, consumers are ready and willing to engage with digital in-store formats, according to a new survey by 蘑菇AV in collaboration with Placer.ai.

Google鈥檚 share of ad spend will fall below 50% while genAI disrupts search. Amazon will keep rising in 2024 thanks to its dominant position in product search. But chatbot-powered search features within TikTok, Snapchat, and Meta will also pull users, and OpenAI continues to refine ChatGPT with new features. To view the full forecast, click here. Digital wallets are firmly set as commerce enablers.

Netflix reports 15% revenue growth: Its ad-supported tier and live sports drove success despite slowing subscriber gains.

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.

鈥淐hanges in upper-funnel channels are giving retailer data a bigger role in marketing,鈥� wrote our analyst Sarah Marzano in her 鈥淩etail Media鈥檚 Offsite Imperative" report. 鈥淎s shopping capabilities expand on platforms like social media and CTV, commerce is becoming more connected to media.鈥�. This was originally featured in the Retail Media Weekly newsletter.

To overcome account opening headwinds, credit card marketers can explore credit card subscriptions, net worth data collection, and wallet-first cardholder experiences.

Viewing that occurs within Prime Video Channels, where consumers use their Amazon account to subscribe to other streaming services, won鈥檛 have ads initially, according to Madison and Wall. And some viewers will pay $2.99 a month to restrict Prime Video ads.