蘑菇AV

But the company is vulnerable to declining US consumer sentiment and China鈥檚 struggling economy鈥攏either of which will be helped by a trade war. Go further: Read our report on the Impact of Tariffs on US Businesses, and stay up to date with the latest tariff developments with our Live FAQ: The Impact of Trump鈥檚 Tariffs on Consumers, Businesses, and Trade.

Click below to view our full forecasts featured in this report:. US digital ad spending. US programmatic ad spending. Report Outline: The First-Party Data Opportunity. Section 1: The first-party data opportunity. Background: First-party data is collected by ad buyers and ad sellers directly from their owned and operated channels.

Temu pulls its Google Shopping ads: The escalating US-China trade war puts the company鈥檚 business model at risk and threatens ad giants like Meta and Google.

More than half (57.2%) of the US population will be digital gamers this year, per our forecast. Gen Zers and millennials have the highest rates of digital gaming adoption at 73.8% and 65.5%, respectively. Another strategic tie-up: DoorDash reached a multiyear agreement with reward platform Ibotta to offer users cash-back digital offers across categories like grocery, home, and health.

One in five US retail media ad dollars spent this year will go to off-site formats, per our November 2024 forecast, which include social media along with connected TV and other publisher platforms. Best Buy Ads has been a pioneer in off-site retail media partnerships, working with CNET last year to share content and advertising across both Best Buy鈥檚 and CNET鈥檚 platforms.

As confidence in the economy slips and personal financial concerns rise, shoppers are becoming more deliberate with their spending鈥攖ightening budgets, scaling back on nonessentials, and focusing more on saving. Go further: Read our reports 鈥淚mpact of Tariffs on US Businesses鈥� and 鈥淭he First 100 Days of Trump.鈥�.

We forecast the number of US BNPL users will grow 5.8% YoY in 2025. But BNPL payment value will jump 15% YoY this year. The bigger picture: Despite Sezzle鈥檚 impressive growth, the company remains much smaller than many of its competitors. Affirm鈥檚 GMV for the 2024 calendar year was $31.2 billion. PayPal鈥檚 BNPL payment volume was approximately $33 billion last year.

Middle- and low-income consumers pulled back on fast food in Q1: That posed a significant challenge for McDonald鈥檚, which reported its US same-store sales fell 3.6%.

We forecast 碍濒补谤苍补鈥檚 US total payment value will reach $41.58 million in 2028. And depending on its approach, Klarna could meet growing demand for crypto services.

Spend on affiliate marketing will surpass $10 billion in the US for the first time this year, and will increase 47.4% by 2028, according to 蘑菇AV鈥檚 latest forecast. However, with traffic from Google declining and consumers becoming more discerning, both publishers and advertisers are grappling with shrinking margins and rising competition.

Over half (53%) of US video game players who mostly play story-driven, single player games say that advertising in games or game-related promotions has at least somewhat of an impact on their purchasing decisions, according to March data from CivicScience.

Ecommerce may be hit particularly hard after President Donald Trump ramped up tariffs on China to 245% and announced plans to tighten regulations on de minimis imports from China and Hong Kong鈥攎oves that will likely dampen sales from Chinese-based sellers on online marketplaces operated by retailers like Amazon and Walmart, as well as reduce growth for platforms like Shein and Temu.

This growth is mirrored in the US, where our forecast expects influencer marketing spending to rise 15% YoY in 2025, outpacing both social ad growth (12.8%) and overall digital ad growth (11.8%). As holding companies like Publicis Groupe and Havas race to acquire influencer marketing agencies, Omnicom鈥檚 Creo move shows it鈥檚 betting on internal unification rather than outside acquisition.

US consumer travel spend exploded after pandemic lockdowns were lifted. But inflation has taken a toll, and consumers have exhausted the excess savings they had accumulated through 2021. Still, airlines are expecting a much stronger 2025. They had a strong close to 2024: In December, Southwest raised its Q4 2024 revenue forecast from a 3.5%鈥�5.5% increase YoY to a 5.5%鈥�7% increase.

Companies like Pepsi, which rely on overseas production to supply the US market, face additional headaches as they weigh whether it鈥檚 worth the effort to rejigger their supply chains. The outlook is further complicated by consumers鈥� heightened anxiety, which is causing even financially secure shoppers to tighten the purse strings in anticipation of a possible recession.

But diving into advertising can help the company diversify its revenues and give it a needed boost, We forecast FMN ad spending will jump 103.11% YoY in 2025, hitting about $710 million.