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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.

The impact of third-party cookie deprecation goes beyond changes to ad targeting and tracking. As the industry moves away from these identifiers, new challenges and trends have cropped up: IP addresses may be more difficult to access, retail media as an addressable channel is growing, and there鈥檚 greater focus on frequent media mix modeling (MMM) adjustments.

Digital ad spend is growing and going increasingly toward programmatic formats. Search ad spend is on the rise as well, as retail media growth remains healthy. And social media is in better shape than previously projected. Here are five recent charts forecasting the future of ad spend.

Ahead of his keynote session at this year鈥檚 CommerceNext event on June 11-13, Lockton shared how Tractor Supply leverages its physical and digital channels to connect with the retailer鈥檚 varied audience and how its retail media enables advertisers to target a hard-to-reach rural audience via digital channels.

With the majority of retail sales still taking place offline, marketers are rethinking the in-store experience, attempting to combine the reach of physical retail with the engagement of digital channels via in-store retail media.

On today's podcast episode, we discuss the current state of the affiliate space, bringing new light to influencer activity through "performance branding," the impact of programmatic ads coming to movies theaters, and how retail media aids affiliate marketing. "In Other News," we talk about the impact of programmatic ads coming to the movies and what YouTube's next anti-ad blocking measure will be. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

On today's podcast episode, we discuss a digital out-of-home (OOH) TikTok initiative, whether OOH ads have actually bounced back, and what we expect to see from in-store retail media. "In Other News," we talk about YouTube experimenting with longer but less frequent ad breaks and whether consumers are finally bumping up against a video streaming ceiling. Tune in to the discussion with our analyst Ross Benes.

People want to see furniture in-person, shipping costs for furniture can be prohibitive, and IKEA is kind of the OG of experiential retail, which is a pretty, I would say, static buzzword in the retail world. But people can drop their kids off at a play area, navigate an immersive showroom, buy a bunch of stuff, and then eat some Swedish meatballs and call it a day.

This year, US consumers will pay over $35 billion in retail membership fees, according to our forecast. Some 53% of that will go to Amazon, making it by far the biggest player.

On today's podcast episode, we discuss whether Humane's new AI pin is about to become as ubiquitous as the smartphone, just how much ground brick-and-mortar retail will give to online shopping, the next big social media app, if folks will start shopping on Amazon right from their Facebook and Instagram feeds, how news consumption on social media is changing, which airlines carry the most passengers, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Max Willens and Yory Wurmser.

The high share in Canada reflects the limited retail media competition from domestic publishers initially. But companies like Loblaw and Canadian Tire are now making large investments in retail media.

Worldwide Retail Ecommerce Forecast 2025 (蘑菇AV subscription required).

Go further: Read our analysis of department stores鈥� Q3 results in our Retail & Ecommerce Earnings Q3 2024 report. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Healthcare and pharmaceutical companies are frequent TV advertisers, and a D2C ad ban could deal a blow to 苍别迟飞辞谤办蝉鈥� advertising revenues. The US allowed pharmaceutical companies to advertise directly to consumers in 1997, creating a lucrative pool of ad spending for media companies.

Shoppable media is gaining momentum as brands look for ways to narrow the gap between discovery and purchase. Just this month, Pinterest, NBCUniversal, Meta, and Yahoo announced shoppable media updates. From AI to QR codes, we dive deeper into these developments and why they may give companies an edge.

A growing share of CTV spend is coming from retail media, which will account for 14.6% of CTV ad spend in 2024 and over 20% of CTV ad spend come 2027, per our forecast. Retail media is powering partnerships in CTV and social media due to the value of its first-party shopper data.

US paid retail membership fee revenues will be higher than ever before in 2025, reaching $46.39 billion, according to our May 2024 forecast. That鈥檚 an increase of 10.8% YoY, with over half (51.8%) of these revenues going to Amazon.