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.

US digital ad spend growth will return to double digits next year at 11.2% growth, following 2023鈥檚 slower growth of 7.8%. Growth certainly won鈥檛 return to the 37.6% growth we saw in 2021, but it will increase steadily. Come 2025, US digital ad spend will pass $300 billion and keep climbing to nearly $400 billion by the end of 2027.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

US display ad spend will grow by 15.7% this year, reaching a total of $163.29 billion. Here are five charts that offer a closer look at what display ad spending looks like in 2023.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

On today's episode, we discuss how Amazon's Thursday Night Football rights deal performed this year, the placement of sponsor logos on team uniforms, and superimposing digital logos around sports arenas. "In Other News," we talk about what we expect will happen to TV advertising in the US in 2023 and what to make of Nielsen One Ads now that it's here. Tune in to the discussion with our analysts Paul Verna and Max Willens.

Click here to view our full forecasts for US retail media ad spending and US search ad spending. Search is the bedrock of retail media strategies. Retailers鈥� online properties are top destinations for shoppers doing product research. Amazon is the most popular place for US adults to start a product search, according to a February 2024 Jungle Scout survey.

RMNs that make up the long tail of ad spending will face the harsh reality that they lack the digital footprints necessary to generate meaningful revenues solely by monetizing their owned and operated digital channels. Resource-strapped advertisers will consolidate RMN spending across fewer networks. Retailers that fail to act decisively will be left further behind.

More than half of US consumers notice affiliate content online. Significant numbers of consumers have become good at avoiding (or ignoring) ads. But our proprietary survey of 1,378 US consumers found that a majority of them are aware of affiliate marketing. Affiliate marketing is viewed as one of the least intrusive forms of advertising.

In 2025, we expect US social users to spend 61.1% of their time spent on social networks watching videos, up from 33.3% in 2019鈥攂efore TikTok became popular. We also expect US social video ad spending to surpass linear TV ad spending for the first time next year (both estimates exclude YouTube). Predictions. LinkedIn could push live video.

Walmart dominated the US retail landscape in 2024: The mass merchant鈥檚 ability to offer savings and convenience won over shoppers, and its growing ecommerce and advertising businesses are helping it make inroads against Amazon.

To illustrate this point, in 2019, China dominated with 66.4% share of retail media ad spending worldwide compared with 24.6% in the US. (However, the US market is projected to eclipse China鈥檚, with shares of 40.6% and 37.1% in 2025, respectively.). Ecommerce channels lead in retail media ad spending.

Retail media ad spending will be increasingly responsible for digital advertising鈥檚 double-digit growth. By 2028, the powerhouse channel will grow to represent nearly 1 in every 3 ad dollars spent.

Our take: Disney is positioned well to capture ad spending at this year鈥檚 Upfronts. With premium, blockbuster programming and a slew of sports rights, the company can attract a wide array of brands eager to appear alongside its high viewership content.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

US omnichannel retail media ad spending grew 20.4% this year to $52.3 billion, per our forecast, making it the fastest-growing ad channel. But rapid growth comes with growing pains鈥攁s retail media networks (RMNs) not named Amazon or Walmart discovered this year.

蘑菇AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

The NFL Christmas Day games shattered streaming records: the Chiefs-Steelers matchup drew 24.1 million viewers, while the Ravens-Texans game attracted 24.3 million, making them the most-streamed NFL games in US history. The broadcasts drew the highest Christmas Day viewership among 18- to 34-year-olds since Nielsen began tracking in 2001, with 5.1 million US viewers in that demographic.