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Our debut forecast for CPG subcategory ad spending shows food companies playing the largest role. We鈥檝e added five new digital ad spending subsector breakouts for the CPG industry: food, toiletries and cosmetics, nonalcoholic beverages, alcoholic beverages, and 鈥渙ther,鈥� which is largely made up of cleaning supplies and tobacco products.

B2B ad spending sees a strong rebound: LinkedIn leads, with finance and retail sectors boosting growth.

Streaming and theaters converge: Hybrid release strategies redefine holiday entertainment, with Amazon and Netflix building awareness through box office hits.

Shorter ad breaks, seamless delivery, and relevant ads are key to keeping viewers engaged with ad-supported streaming. These factors enhance satisfaction and drive better results for brands, according to the latest research from FreeWheel's Viewer Experience Lab.

Expect to see ad spend follow that trend, Mitchell-Wolf said. Watch the full 蘑菇AV Summit here. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

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.

69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

A surge in ad spending in high-risk digital channels, increasingly sophisticated AI tools, divisive political rhetoric, social platforms with lax content moderation, and incidences of ad fraud on connected TV (CTV) are conspiring to make this an unprecedented year for brand safety challenges. This deck will:.

Determine alcohol ecommerce ad spend. More like this:. Bud Light鈥檚 sales tank even as macro beer brands gain share. Walmart鈥檚 strengths lie in grocery, retail media, but fulfillment spells an opportunity. How ecommerce powers Amazon鈥檚 success in 5 charts. US Alcohol Ecommerce Forecast 2023 (Insider Intelligence subscription required).

Broadcasting football games allows Amazon to receive sponsorships from national non-endemic brands like Little Caesars and Mercedes-Benz that don鈥檛 sell their products through Amazon鈥檚 ecommerce platform. Local sports are also coming to Prime Video. Amazon acquired a stake in bankrupt Diamond Sports Group in exchange for offering its regional sports networks through Prime Video.

That鈥檚 a win for Meta, YouTube, Alphabet and others, which could otherwise see revenues fall if ecommerce giants cut digital ad spending. We expect ecommerce sales to grow between 5.1% and 7.9% in 2025 under moderate and limited tariff scenarios鈥攍ike this one鈥攃ompared with 1.9% under heavy tariffs.

Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

Some 69% of US adults are not at all interested in AI-powered personal shopping assistants, according to CivicScience data provided to 蘑菇AV. But the majority of US adults (55%) are at least somewhat interested in image-based item search. Product marketers shouldn鈥檛 abandon shopping assistants, because consumer opinion could certainly shift as these become more common.

Social platforms have been bolstered by ecommerce-driven ad spending, automated ad offerings such as Meta鈥檚 Advantage+ suite, and an ever-increasing emphasis on video. Key Question: What is responsible for the strong growth projected for social ad spending?

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

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.