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Microsoft鈥檚 share of total US digital ad spend is growing, and will hit 4.1% in 2025, a total of $13.23 billion, according to our forecast. That鈥檚 up from 3.7% this year, or a total of $9.79 billion. This year Microsoft鈥檚 ad revenues will increase 8.9% YoY. Next year growth will increase to 16.6% YoY. Here are some updates worth watching. Audiences.

US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May 蘑菇AV forecast.

CTV will account for nearly 1 in 10 US digital ad dollars spent this year (9.5%), per our March 2024 forecast. But CTV advertising is shifting. Targeting is getting more complex, content is moving into live sports and other live events, and platforms are releasing more diverse ad formats. Here are some CTV tools helping marketers keep up. 1. GenAI-powered contextual targeting.

Yet Meta will claim roughly 75% of social ad dollars and nearly 20% of total US digital ad spending. YouTube鈥檚 time spent figures also round to about 0:34 per day. But despite claiming 7.5% of adults鈥� digital media time, YouTube will only draw 5.8% (gross) of all digital ad spending. Among ad platforms that focus on keeping users engaged, only Meta overindexes against time spent.

Why we care: We predict US digital ad spending will reach $278.59 billion this year, $5 billion lower than our original projections. 鈥淭his is going to be a year of switching for consumers,鈥� said Joe Elmquist, strategist, marketplace programmatic at Tinuiti. 鈥淗ow are you going to build your brand with consumers who are already product loyal?鈥�. Watch the full webinar.

Google defends against DOJ claims of ad monopoly: The giant emphasizes publisher choice and competitive ad exchanges amid trial scrutiny.

Next year, US search ad spend will reach $127.84 billion, growing 12.4% YoY, per our forecast. Search will account for 41.6% of overall US digital ad spending in 2024. The cost of getting retail media search right: The increase of retail media ad inventory shouldn鈥檛 clutter or detract from the shopping experience.

Untapped potential: US digital ad spending on email will total $670 million this year, just 0.2% of total digital ad spending. And many marketers are fine with that. 鈥淓mail is the only channel that you can put very little effort into and still make money,鈥� he said.

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

Despite its popularity, email marketing will account for just 0.2% of US digital ad spend this year, for a total of $667.3 million, according to our forecast. The low spend figure once again points to how relatively inexpensive email marketing is.

US omnichannel retail media ad spend will more than double between this year and the end of our forecast period in 2027, reaching a total of $107.00 billion. In 2027, retail media will account for over a quarter (26.9%) of US digital ad spend, per our forecast. To get in on that growth, you have to avoid mistakes that could hurt your retail media network (RMN) before it matures.

Tubi鈥檚 total digital ad revenues make up just 0.3% of total US digital ad spend, according to our forecast. At $830 million in spend, the platform will pull in less than a third of ad-supported video rival Roku鈥檚 $2.56 billion this year. 鈥淲e're not going to advertise the way normal streaming services do, which is titles and all these prestige brands that they have,鈥� said Hahn.

New York Times demonstrates steady growth in Q3: Digital subscriptions and content verticals drive revenue as leadership outlines long-term subscriber strategy.

Still, CTV ad spend will cross the $30 billion mark next year and approach 10% of US digital ad spend. 2. CTV鈥檚 share of the video market is growing. Key stat: CTV will account for one-third of combined US linear and CTV ad spend this year, up from under one-tenth in 2019, per our March 2024 forecast. What it means: All growth in the converged TV market will come from CTV starting next year.

Global B2B digital ad spending to reach $48 billion by 2026: Growth driven by digital adoption and emerging market expansion.

Our forecast backs this up, with a projection of 27.2% growth as CTV takes over a greater share of US digital ad spend. In contrast, while US social network ad spend will be up 8.8% from last year, it鈥檚 losing share to other digital ad channels. Just because other marketers are focusing on a certain area doesn鈥檛 mean that channel is right for everyone.

With digital ad dollars shifting toward connected TV (CTV), Roku鈥檚 solid platform revenues signal that it is capturing a significant share of this trend. Political ad spending, increasingly important to CTV overall, could provide a further boost in Q4..

Healthcare and pharma digital ad spending will reach $24.71 billion in 2026. What鈥檚 driving the trend? Healthcare and pharma marketers are following consumers and physicians to digital spaces. Consumers are spending more time with digital media and less with traditional media each year. We project that they will spend an average of 63.7% of their daily media consumption time with digital in 2024.

Apple feels the pain of Apple TV+ struggles: Its Q4 revenues missed the mark in some divisions including Services, which includes advertising.

TikTok will generate more US digital ad revenues than Twitter, Snapchat, and Reddit combined in 2023, per our estimates. And it will account for 2.5% of all US digital ad spending. In 2019, TikTok brought in less than $200 million in US ad revenues. Though its US ad revenues will grow only 36.0% in 2023, that鈥檚 faster than what we expect from any of its social competitors.

The US ad industry is at a crossroads. Which path it takes will depend heavily on which candidate is elected.