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Over 60% of US RMN ad revenues will come from search this year. And like search overall, RMN search鈥攅specially on large platforms such as Amazon and Walmart鈥攊s a reliable performance marketing channel. RMNs鈥� growing off-site display business may face more challenges.

Since then, more brands have paused spending, or adjusted contracts to shorter-term campaigns or content licensing agreements. Creators who score brand deals in this environment will face increasing pressure to prove real business results. Between the lines: Even before the threat of tariffs, most creators weren鈥檛 full-time.

NBCU and Macy鈥檚 deal highlights live events as crucial opportunities: Advertisers reach massive audiences through events like the Macy鈥檚 Thanksgiving Day Parade.

With video ad completion rates topping 80% and new measurement partners onboard, Roblox is positioning itself as a premium ad platform for younger audiences.

Its fledgling retail media business provides a high-margin revenue stream. The company has increased the number of suppliers spending at least 100 basis points of their revenues on advertising by more than 40% over the past year. Wayfair is actively testing the impact of increased ad load on conversion, highlighting its focus on turning media into a scalable, high-margin revenue stream.

60% of US B2B marketers plan to boost spending on AI tools and on social media advertising in 2025, per November 2024 data from Madison Logic and The Harris Poll.

Worldwide programmatic display ad spending will grow 14.6% in 2025. This report explains our programmatic forecasts for six countries to map global spending trends.

Revenues rose 10.5% year over year (YoY) to $187.79 billion, outpacing LSEG鈥檚 forecast of $187.30 billion. North America retail sales grew 9.5% YoY, with record results during Black Friday and Cyber Monday sales events that contributed to a holiday season that Amazon called its 鈥渕ost successful yet.鈥�. Advertising revenues rose 18% YoY to $17.29 billion, slightly short of the $17.4 billion expected.

Total US game ad revenues will grow 7.7% this year to reach $8.76 billion, according to our November 2024 forecast. Use this chart: Marketers can use this to understand the game-playing audiences and tailor messaging to these specific demographics.

The expansion builds on strong momentum: Creator payouts grew over 300% year over year in January, with hundreds of podcast creators now earning over $10,000 monthly, and top earners reaching six-figure monthly revenues. The Partner Program allows creators to earn revenue from ad impressions and Premium subscriber engagement with dynamic video ads, offering a YouTube-style revenue-sharing model.

However, we predict ad revenue growth will increase slightly between 2025 and 2026, barring a ban. Our take: Advertisers need to maintain a cautious approach when investing ad dollars into TikTok, even if another extension indicates that Trump is willing to fight to keep the platform around. Advertisers should continue exploring diversification across alternative marketing channels.

Snap earnings paint a grim picture for 2025: While revenues were up, the company pulled its guidance and lost 1 million users.

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.

Spotify boosts global ad tools: New programmatic, targeting, and AI creative features position Spotify as a full-funnel solution for global marketers.

With advertising still underleveraged relative to its audience scale, Spotify鈥檚 ability to expand non-subscription revenues remains a key area to watch in 2025.

Two-thirds of US TV viewers (66%) would rather watch ads and save $4 to $5 a month than spend the money to ditch ads, according to June 2024 data from Hub Research. That鈥檚 up five percentage points from June 2023. Netflix, Amazon Prime Video, Hulu, and Max all have ad-supported tiers now, and consumers benefit by saving a few dollars along the way. Advertisers can capitalize on these cost-saving behaviors by reaching consumers with messaging that emphasizes discounts and deals.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

WBD spent a relatively average amount on TV advertising for the film, with $18 million spent so far, per EDO Ad EnGage. The film鈥檚 success is largely attributed to word of mouth marketing, according to Deadline. Why it matters: The film鈥檚 success serves as a hopeful sign for the recovering movie theater sector, which is still struggling to reach pre-pandemic levels.

The global payments industry will be a $2.3 trillion revenue opportunity in 2028. But shifting business models, new technologies, and alternative payment methods are changing how key card players compete for a share of this revenue.

Why it matters: Ninety-two percent of consumers trust recommendations from individuals like friends and family members over brands, per Nielsen鈥攁nd smaller influencers are often seen as peers rather than celebrities or advertisers. These influencers provide targeted reach that allows brands to connect with niche audiences more likely to relate to specific offerings.

It鈥檚 a strategy other content delivery networks (CDNs) will likely follow that could signal the end of AI鈥檚 unchecked scraping鈥攚hile offering web publishers a new revenue stream beyond dwindling search referrals. Free-for-all AI scraping is ending: New Cloudflare websites will block all AI crawlers by default, and publishers will be able to control who can crawl their websites.