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US CPG Industry Ad Spending 2024 (Subscription required). US Retail Industry Ad Spending 2024 (Subscription required). Note: Historical digital ad spending data up to 2015 is derived from Interactive Advertising Bureau (IAB) and PwC data.

Chinese ecommerce players Temu and Shein disrupted the digital advertising market in 2023 as they competed to attract online shoppers by bidding up keywords鈥攑articularly in apparel and accessories and home goods. But Temu has also been on a global tear, expanding to nearly 80 countries since early 2023. It has diversified ad spending accordingly to acquire customers in new markets.

The majority (77.7%) of ad spend in the US is digital. Retail dwarfs all categories in terms of sheer size, but its position as a growth driver falls this year as telecom takes the top place.

Amazon鈥檚 playbook: The retail ecommerce giant has aggressively expanded its advertising presence this year, primarily by launching ads on Prime Video. Amazon鈥檚 ad offerings have been heavily integrated with its retail business, enticing sellers to spend more on the platform and encouraging advertisers to list their products on Amazon鈥檚 marketplace.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

By using first-party affiliate data to better understand their audience鈥檚 shopping habits, publishers can offer targeted deals that resonate more with their readers, Willens said. What advertisers can do. The key is to connect with today鈥檚 more discerning consumer. Offering one-size-fits-all discounts won鈥檛 work anymore, Willens said.

As linear TV ad spending continues to dwindle, connected TV (CTV) is more than filling the void. The net result is healthy growth when we look at the combined TV and CTV market. Key Question: How are TV and CTV ad spending performing, and what do those trends mean for ad buyers and sellers? Key Stat: Combined spending on TV and CTV will grow by over $12 billion between 2023 and 2027.

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.

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.

From 2024 to 2026, FMN ad spend will explode at a 107.0% compound annual growth rate to hit $1.50 billion, per our forecast. Overheard at #AWNY: Still, PayPal's ad debut could raise user experience concerns.

The new agreement will also allow DirecTV to bundle Disney's streaming services in select TV packages and distribute ESPN's flagship channel at no additional cost to subscribers when it launches in 2025. The success of MyFree DirecTV could be crucial as the company navigates the decline in traditional pay-TV subscribers and seeks new revenue streams.

The news: Just Eat Takeaway teamed up with ecommerce marketing company Rokt to enable endemic and non-endemic advertisers to pay for placements on its order confirmation and order tracking pages. The capability works across all of the delivery company鈥檚 apps and websites, which include Grubhub in the US, Just Eat in the UK, Lieferando in Germany, and delivery brands in 16 other countries.

Consumer packaged goods (CPG) brands have attempted to break into D2C ecommerce in recent years, to varying degrees of success. How can they avoid unprofitable strategies and develop a viable D2C ecommerce channel?

Connected TV (CTV)鈥檚 growth in reach and audience make it an ideal channel for marketers who want their campaigns to be impactful. Going forward, programmatic ad buying is expected to continue making CTV the perfect performance marketing opportunity.

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.

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.

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.

In a hurting ad market, where consumers are hesitant to spend unnecessarily, marketers need to make sure their ad spend goes as far as possible. All members of the marketing team need to be capable of thinking like performance marketers, with the ability to analyze metrics in order to select the best channels and ad frequencies. Here are five charts to help your team do just that.

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.