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A rough H1 for digital ad spending didn鈥檛 slow retail media down. Retail media鈥檚 near-term fortunes, already fairly rosy, look even more attractive in our forecast. But much of the growth will be powered by two companies: Amazon and Walmart. The giants鈥� combined share of US retail media ad spending will grow through the remainder of our forecast period. An even sharper upward trajectory.

骋辞辞驳濒别鈥檚 US ad revenues will reach $77.49 billion this year, accounting for 25.6% of total digital ad spend, per our March 2024 forecast. The company鈥檚 continued dominance in search is fueling its growth, but the US ruling against 骋辞辞驳濒别鈥檚 search monopoly could let competitors steal market share.

US ad market grows 14% YoY in July: While spending continues, the industry remains cautious amid economic uncertainties and election-year volatility.

And Paul, thank you as ever for joining us. Paul Briggs (28:39):. Yep. Thanks, Bill. Bill Fisher (28:40):. And thanks to all of you for listening in today to Around the World, an eMarketer podcast. Tune in tomorrow for The Daily Show, hosted by Marcus. If you want to ask us any questions, you can, of course, email us at podcast@emarketer.com.

In 2023, that interest is spiking, thanks in part to US consumers鈥� continued embrace of the technology: Nearly three in 10 US adults will use a BNPL service in 2023, up from less than 1% five years ago.

Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds. Programmatic digital display ad spending will outpace topline digital ad spending. Programmatic channels are prioritized for their flexibility during times of uncertainty because:. Our complete estimates for US programmatic digital display ad spending can be found in this report鈥檚 accompanying spreadsheet.

On today's episode, we discuss what to make of the mixed signals surrounding the US ad market, how much the space will grow in 2023, what's driving it, and what's holding it back. "In Other News," we talk about whether Universal Pictures鈥� premium video-on-demand success has reshaped the movie distribution model and what we spend our time watching on our TVs. Tune in to the discussion with our analyst Paul Verna.

Spotify rebrands ad platform, expands features: Ads Manager reflects a notable shift toward programmatic growth and expanding advertiser appeal.

The monthly share of digital spending in October has remained fairly stable since 2018 at 28% to 29%, per Comscore. However, the growing presence of holiday-related items on store shelves and holiday-related marketing messages carries a cost: Sixty-seven percent of consumers expect to have marketing fatigue by November 1鈥攚ell before the vast majority of holiday sales take place.

Add that to the cookieless traffic from Safari, Firefox, and鈥攂y the end of 2024鈥擬icrosoft Edge, and only about a tenth of US browsers will be targetable by cookies, according to our analysis of StatCounter data. The language and appearance of the consent workflow will influence opt-in rates.

By 2026, US adults will spend 20% of their daily media time with the various apps, streaming platforms, and entertainment services on CTVs. That will amount to 2 hours, 34 minutes (2:34) per day (up from 59 minutes in 2019). But only 8.1% of ad budgets will go to CTV by 2026. Read the full report, US Ad Spending vs. Time Spent 2024.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV. Advertisers underindex in buying CTV. They will spend 65.6% of digital advertising dollars in mobile and 9.5% on CTV this year, while CTV will surpass a quarter of digital time spent. That鈥檚 not for lack of trying, as the frenzy over CTV ads and higher prices for inventory indicate.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

Digital ad spending growth in Canada continues apace, driven in large part by key industries tied most closely to the digital economy. Our rankings show that retail and CPG lead the way, while sectors like travel and automotive are still recovering from hard times during the pandemic.

At the start of 2023, marketers began conserving their budgets, spooked by high inflation and interest rates, and in late Q1, we revised our US digital display ad spending forecast downward. We now expect the market to grow just under 8% this year鈥攁bout half as fast as we had predicted in Q4 2022. This year, programmatic will account for over 9 in 10 US display ad dollars.

What share of the US digital ad spending pie does Google have? What share of the US digital ad spending pie does Google have? Is it A, 27%? B, 29%? Or C, 32%? 27%, 29%, or 32%? Suzy Davidkhanian:. Is that all digital advertising? Marcus Johnson:. Digital, yeah. All US digital ad spending. Evelyn says A, 27%. Stephanie says C, 32%. And Suzy says A, 27%. So everyone got it wrong. It's B.

On today's episode, we discuss what to make of a seventh consecutive US monthly ad market decline, how ad prices look compared to before the pandemic, and what we expect ad spending in Q2 to look like. "In Other News," we talk about an initiative aimed at reducing barriers to buying ad inventory and sponsorships for women's sports, as well as how many Americans still have cable鈥攁nd for how long. Tune in to the discussion with our analyst Paul Verna.

Amazon is still a powerful force in US retail ecommerce, and its marketplace model has matured over recent years. But growing competition has created some speed bumps, causing us to make small downgrades to our ratings for disruption and leverage.

In context: The double-digit-percentage spike in advertising revenues aligns with broader industry trends as digital ad spending outpaces traditional media. YouTube鈥檚 ad revenue growth reflects the platform鈥檚 value to advertisers trying to engage audiences through video content. This performance jibes with the overall rise in digital video consumption and streaming services.

Third-party cookies on Chrome could be here to stay: Google said it may ask users to opt-in to cookie tracking in a major strategic shift.