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Three years ago, traditional media accounted for the majority of ad spending. The balance tipped in 2022, and digital spending will completely overshadow traditional by 2026. Retail media is the biggest driver of digital. During the economic downturn, ad spending was drawn down the funnel, with retail media being the biggest beneficiary.

Return-to-office initiatives in major cities have driven an increase in ad spending, and travel demand has remained resilient. The political ad spend boom also helped OOH. Political OOH ad spending grew 31.6% compared with the same quarter during the 2020 presidential election—though the coronavirus pandemic likely contributed to less spending in the sector at the time.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

Click here to view the full forecast for BVOD ad spending in the UK. Amazon is cementing its position as the third prong in the triopoly. Google and Meta have been losing market share for several years. The Google-Meta duopoly actually saw a slight increase in ad spending share in 2020, thanks to Meta’s performance that year.

While travel media networks aren’t new—Marriott has had one for years—the burgeoning commerce media landscape is ripe for travel and hospitality brands to secure their share of ad dollars.

On today's podcast episode, we discuss where ad dollars outweigh time spent with media, where time outweighs the ad dollars, and where the two are most closely aligned. Tune in to the discussion with host Marcus Johnson and forecasting writer Ethan Cramer-Flood.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer

Despite impressive time spent, digital audio gets relatively few ad dollars. Although consumers will spend an average of 2:42 each day in 2024 listening to audio (21.4% of total media time spent), advertisers will buy only $17.61 billion in audio ads, roughly 4.5% of total US advertising spend.