蘑菇AV

US digital ad spend will cross $300 billion for the first time this year, per our March 2024 forecast. That鈥檚 good news for advertisers, but it also means it鈥檚 harder to stand out. While exposing consumers to a brand multiple times across channels is vital to brand awareness, hitting consumers with the same creative over and over again or bombarding them with emails and text messages can hurt marketing impact. Here are five key stats on marketing fatigue across connected TV (CTV), email, and messaging.

Amid privacy changes and macroeconomic headwinds, social media will be the channel hurt most by the digital advertising downturn. For 2023, we have reduced our US social network ad spending forecast by $16.21 billion.

On today's episode, we introduce you to the FAST (free ad-supported streaming TV) services (e.g., Tubi, The Roku Channel, and Pluto TV), explain how they became so popular, and look ahead to see what their ceiling is. "In Other News," we talk about whether the advertising space is on the mend and how significant of an ad player Microsoft is. Tune in to the discussion with our analyst Ross Benes and director of Briefings Jeremy Goldman.

The French retail ecommerce market is much less mature than the UK鈥檚, but there鈥檚 more enthusiasm for online sales than in Germany. Digital advertising in the sector is largely driven by ecommerce. As a result, France鈥檚 retail ad spending growth will benefit. Travel鈥檚 turnaround will see it rise up the rankings. The sector鈥檚 digital ad spending will grow by double digits throughout our forecast.

Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from 蘑菇AV鈥檚 Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

Our industry ad spending estimates are updated yearly and are based on our estimates of total US digital ad spending, which were most recently updated in Q2 2023. Industry Definitions.

While the retail media opportunity is massive, it requires reaching consumers across a growing number of channels and adapting in real time. Google鈥攚hich receives billions of searches daily鈥攃an help capture new demand, and turn that demand into purchases, by bringing in valuable first-party data to a brand鈥檚 retail media program.

In-store retail media ad spend will reach $1.06 billion by 2028, accounting for 0.8% of all retail media spend, according to our March 2024 forecast.

In Germany, investments in digital advertising will be cautious, reflected by an overall ad spending growth rate of just 3.1% this year. The German economy is in a tight spot, with a high risk of recession, causing individual industries to tread lightly. Retail spending will dwarf all other industries.

Google found guilty of anti-competitive practices: Court ruling challenges market dominance through exclusive agreements and payments to Apple.

However, ecommerce platforms like Amazon Business are drawing in search ad dollars, while social platforms like Instagram are leaning into search too. Google's share of the B2B search ad market will decline to 72.9% in 2023, from 80.5% in 2019. B2B mobile ad spend steadily gains a bigger share. B2B mobile ad spending will grow 12.2% YoY in 2023, a slowdown from 2022鈥檚 figure (18.1%).

At a time when creative quality drives nearly 60% of purchasing intent, the ability to produce insights-driven creative that鈥檚 optimized across channels, audiences, and goals is more important than ever.

Full-funnel insights: Connection of brand KPIs like awareness, preference, and purchase intent to online behaviors like search, site visits, and ecommerce. Cross-media, omnichannel performance: Insight into performance across all media, devices, and channels.

Retail media is the fastest-growing ad channel we track in the US, driven by new innovations, inventory growth, and new players launching media networks. Here鈥檚 a look at some of the biggest retail media moves from the first six months of 2024.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

A slowed economy is also reflected in suppressed ad spending for some sectors that target consumer spending. Retail is Canada鈥檚 top spender on digital advertising. It accounts for more than a fifth of all digital spending. The ecommerce boom in Canada has driven digital spending higher for retailers, as they target ads on digital platforms to reach online shoppers.

Amazon and the US social networks share a common enemy in TikTok, which is trying to become a default ecommerce destination for Gen Z with TikTok Shop. The recent partnerships Amazon has forged with Meta, Snap, and Pinterest are designed to guard against that prospect, and they may wind up getting replicated by other large US retailers.

B2B ecommerce is gaining traction as 59% of B2B buyers make purchases through online marketplaces in 2023, per an April 2023 Digital Commerce 360 and Forrester survey. Amazon Business, the leader among US third-party marketplaces, accounted for just 2.1% of the B2B ecommerce market in 2022.

As retail media grows, it鈥檚 becoming increasingly complex, prompting some marketers to take a step back and rethink how they鈥檙e approaching the channel.

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.

But in order for the channel to reach its full potential, retail media networks will have to address measurement inconsistencies. More like this:. Retail media: how ad agencies decide where to spend in an increasingly crowded space. Retail Media Ad Spending Forecast H1 2023. Kroger partners with Disney for latest retail media enhancement. 5 retail media networks worth watching.

OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.

Though on-site search and display remain retail media鈥檚 bread and butter, off-site advertising鈥攑lacing ads in channels outside of a retail media network鈥檚 (RMN鈥檚) own properties鈥攚ill lead the next evolution due to its ability to expand advertisers鈥� reach and achieve upper-funnel goals like increasing brand awareness.