蘑菇AV

The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.

France鈥檚 relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

With consumers increasingly shopping across multiple channels, Roundel, Target鈥檚 media network, offers comprehensive media solutions that connect brands with customers at every stage. By combining on-site and off-site strategies, advertisers can maximize their return on ad spend and strengthen customer relationships.

Nearly 7 in 10 (68%) advertisers said that the No. 1 factor that would influence a spending increase on retail media is a higher ROI relative to other channels, according to September 2024 survey data from Quartile. Meanwhile, fewer than 1 in 5 (18%) pointed to channel standardization as a reason to spend more.

Retail media is the fastest-growing digital ad channel (19.7% growth in 2025), driven mostly by search and display. Search will account for 64.0% of retail media next year, as it is heavily tied to product discovery on ecommerce sites. Display will make up 25.0% of retail media ad spending, 11.0% of which will be video. In-store advertising makes up a small but growing share of dollars spent.

Election spending caused CPMs to surge: Faced with high costs and a noisy environment, brands experimented with new channels.

The retail industry commits by far the most dollars to digital advertising in the US. It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period. Retail鈥檚 ad spending growth will see sustained growth this year and next before other industries start to catch up on spending in 2025.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

With no shortage of spending options, advertisers weighing whether to invest in TMNs will be considering what travel companies can do better or at a better value than comparable channels. First-party data, captive audiences, and a diverse array of ad inventory are some components of the travel media value proposition.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

What United鈥檚 OOH campaign reveals about the channel: Digital billboards give OOH a leg up over other traditional media.

For these consumers, Prime鈥檚 shipping and ecommerce benefits are more important than its streaming services. To increase usage of its streaming services and grow its ad revenues, Amazon is investing in improving Prime Video鈥檚 content. Amazon鈥檚 2022 acquisition of MGM expanded its video library. It has partnered with popular creators like MrBeast to create new shows.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Growth will outpace that of most other digital channels. CTV will rank No. 2 for ad spending growth. Retail media is the only breakout we forecast that we expect to outperform CTV in ad spending growth. CTV will outperform other digital advertising categories (e.g., formats, devices, channels). Retail media and CTV are increasingly overlapping.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.