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Amazon will pull in over 80% of US retail media search dollars this year, per our forecast. But Walmart will continue growing its share of non-Amazon retail media search ad spending over the next two years.

Walmart鈥檚 fledgling retail media business made big gains in Q4: Ad spending on the platform rose 31% YoY thanks in part to the ads鈥� growing effectiveness.

The ecommerce giant鈥檚 nearly $42 billion take will amount to 13.9% of the digital ad market. That positions it to possibly overtake Meta before the end of the decade. Amazon鈥檚 OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

Ad spend is normalizing after 26.0% growth in 2021. Growth will rebound a bit in 2024 as inflation, interest rates, and overall macroeconomic uncertainty cools in the US. 鈥淸Ad spend] is not going to go back to the glory days of two years ago or really even over the past 10 years,鈥� said Cramer-Flood.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

Promoting shopping recommendations in the moment could help grocery store retailers to increase consumers鈥� checkout totals. The high upfront investments could dissuade stores from buying into this new tech when quick ROI isn鈥檛 guaranteed. Total spend on in-store retail media will make up less than 1% of total omnichannel retail media spend through 2028, per our forecast.

While social claims a sizable portion of most advertisers鈥� budgets, two advertising categories鈥攔etail and CPG鈥攁re responsible for an outsized share of social ad spending in the US.

automotive-related categories including the sale and purchase of vehicles and parts and maintenance including, but not limited to, the following categories and segments: new cars, used cars, service, parts, original equipment manufacturers (OEMs), dealer associations, franchise dealers, co-ops, independent dealers, aftermarket service, aftermarket parts, auto financing (depending on the source of the ad

US buyers鈥� most valuable metric when assessing campaign performance on retail media networks isn鈥檛 return on ad spend (ROAS) or ROI. It鈥檚 incrementality, according to May 2022 data from Criteo.

Max adds 7.2 million global subscribers in Q3: International expansion and ad revenue gains boost WBD鈥檚 position in the streaming race.

Walmart lags behind Amazon in total ecommerce sales, retail media ad dollars, and retail subscriptions. But there may be ways for it to minimize the gap in certain areas, namely search and AI capabilities.

Retail media will make up one-fifth of worldwide digital ad spend this year. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Antitrust Explainer (蘑菇AV subscription required).

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike鈥檚 finance chief said the company is planning for a 鈥渟ubdued macro outlook鈥� and Paramount mentioned 鈥渟oftness in the global advertising market.鈥�

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

Meta鈥檚 share is, of course, declining, but it鈥檚 declining from a massive base, and not all of those ad dollars shifting away from Meta are going to TikTok.鈥�. Lower CPMs will help TikTok attract more advertisers, but it still has a ways to go before its share of ad revenues can rival Meta鈥檚. The news: TikTok鈥檚 algorithm may not be all-powerful.

鈥楽tar Wars鈥� is coming back for another trilogy: Disney is likely to spend heavily, and a pipeline to streaming could bolster Disney+ revenues.

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.

CTV is filling gaps in declining linear TV ad spend. A majority of US CTV households use smart TVs. Advertisers struggle to align ad dollars with the scale of CTV. TV and CTV complement each other for maximum reach. More Chart of the Day:. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads. 7/17 - $600 billion ad question.

Hims & Hers defies digital health market odds: The D2C healthcare company grew revenues and membership鈥攁nd unlike competitors, it鈥檚 increasing its marketing and advertising spend.

On today's episode, we discuss a part of digital ad spending that will overperform this year, why some countries will see a dip in online shopping, what will happen to time spent on social platforms, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Zach Goldner, and director of forecasting Oscar Orozco.

滨苍蝉迟补肠补谤迟鈥檚 ad growth slowed in Q4: That could create problems for the company as it relies more heavily on ads to offset softening grocery delivery demand.

The cost of advertising on Amazon spiked in 2023: Our industry KPIs show that while CPCs are rising, healthy consumer demand is stabilizing return on ad spend.

From the rise of foldable smartphones, the shift in ad spend from browsers to apps, and the growth of shoppable media, these predictions from our analysts reveal how evolving consumer behavior will impact the mobile market.