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While that will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US FMN ad spending. Ad revenues are looking increasingly attractive for FIs:. Margins for traditional financial products are shrinking.

While the segment will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US financial media network ad spending. Ad revenues are looking increasingly attractive to FIs:. Margins for traditional financial products are shrinking.

US travel industry digital ad spend will grow by 8.9% this year and 7.9% next year, per our forecast, representing a slow down after years of double-digit growth.

Search will account for 41.4% of total US digital ad spending in 2025, roughly the same proportion as 2024 (41.5%). However, traditional search ad spending growth will continue to be outpaced by retail media search through 2028. Click here to view our full forecast for US search ad spending, by media. Social search is also likely to attract more new ad dollars than traditional search.

US digital ad spend growth will return to double digits next year at 11.2% growth, following 2023鈥檚 slower growth of 7.8%. Growth certainly won鈥檛 return to the 37.6% growth we saw in 2021, but it will increase steadily. Come 2025, US digital ad spend will pass $300 billion and keep climbing to nearly $400 billion by the end of 2027.

Travel will see the fastest growth in US digital ad spending of any industry in 2023, according to our forecast. Travel, retail, healthcare and pharma, automotive, and entertainment will outpace the national digital ad spending growth rate.

Instagram will surpass Facebook to become the largest social ad business in the US, a development that might have been hard to fathom when Facebook bought Instagram for $1 billion 12 years ago.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

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.

We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple鈥檚 privacy changes, Google鈥檚 deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

US digital ad spending growth will decelerate to 7.8% YoY in 2023, its slowest pace in 14 years. The individual industries we track are generally following the national trend, but the timing and pacing of their slowdowns are playing out differently. For some industries, the outlook is fairly positive.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

The travel industry will spend nearly $6.8 billion on digital advertising this year, but it will only account for 2.6% of total US digital ad spending. Among the 10 industries we track, travel is by far the smallest, but it鈥檚 set to lead the pack in growth for the third year in a row.

Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.