蘑菇AV

The rebrand is a small step in Apple鈥檚 overall ad strategy to combat slower ad growth, but past efforts to expand its ad business haven鈥檛 been wildly successful. Apple鈥檚 services revenues missed the mark in Q4 2024, falling below investor expectations鈥攕uggesting that its ad initiatives might not be performing as well as hoped.

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

Snap鈥檚 bid for ad dollars: Snap introduced AI Smart Bidding (enabling cost-per-action goals) and Smart Budget (allowing for automatic spending allocations for top-performing ads).

We forecast that overall podcast ad spending will reach $2.51 billion in 2025 and exceed $3 billion by 2028. Podcast ad spending per hour spent with podcasts, per person, is also climbing steadily, expected to reach $0.06 in 2025, according to our forecast. Why the surge? As time spent with social networks flatlines, podcasts are showing no signs of slowing down鈥攆or several reasons.

The news: Magna鈥檚 updated spring 2025 ad spending forecast lowered its ad revenues outlook for the year ahead due to 鈥渦ncertain times.鈥�. The forecast reduced its 2025 ad sales growth prediction to 4.3%, down from the 4.9% growth projected in December.

Budget planning for ad spending on Amazon should account for potential volatility. Maintaining flexibility to adjust spending as market conditions evolve will be critical. Diversifying ad strategies across multiple Amazon ad products could help mitigate risk and maximize performance during fluctuating conditions.

And while just over one-tenth of podcast ad dollars will transact programmatically in 2025, programmatic will account for nearly two-fifths of other digital audio services ad spending. The difference? Persistent concerns around measuring podcast ad exposures. Read the full report, Programmatic Digital Audio and Podcast Ad Spending 2025.

In the years following an election, ad spending is likely to be pulled back. The delivery of healthcare moved increasingly online in 2020 and 2021, and telehealth has since become commoditized. More companies are entering the online healthcare services space and advertising directly to consumers via digital channels. Read the full report, US Healthcare and Pharma Ad Spending 2024.

This growth is mirrored in the US, where our forecast expects influencer marketing spending to rise 15% YoY in 2025, outpacing both social ad growth (12.8%) and overall digital ad growth (11.8%). As holding companies like Publicis Groupe and Havas race to acquire influencer marketing agencies, Omnicom鈥檚 Creo move shows it鈥檚 betting on internal unification rather than outside acquisition.

Social network ad spending will represent one quarter of all US ad spending in 2027, 蘑菇AV forecasts. Over 9 in 10 US marketers who invest in creator marketing plan to promote their partnerships via retail media networks in 2025, per October 2024 data from LTK and Northwestern University.

Prime Video鈥檚 ad model positions Amazon against Netflix: Targeted ads and competitive pricing drive substantial revenue growth in the streaming market.

As consumer spending slows, ad spending will shrink in kind. Fifty-four percent of global marketers are likely to reduce ad spend in 2025, per Nielsen, and 60% of advertisers who are cutting back plan to reduce spending by 6% to 10%, according to IAB. Tighter budgets may push advertisers to scale back on high-impact channels like CTV, where CPMs often exceed those of lower-cost alternatives.

Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don鈥檛 see long-term value in brand-building鈥攂ut because the current environment makes it hard to wait for payoffs.

Case study: Take Wayfair, for example, which has been increasing its ad spending. The home furnishings retailer said its advertising expenses rose 5% YoY in 2024. Advertising spending equaled 12.4% of the company鈥檚 net revenues last year, up from 11.6% the year before鈥攈ighlighting how even established furnishings players are investing more just to maintain visibility and drive sales.

Despite headwinds from cookie deprecation, mobile web ad spending is still growing. Although mobile web ad spending pales by comparison, it will still total $36.70 billion in 2024 and cross $40 billion in 2025. App install advertising will heat up in 2024, following a tepid 2023. This year, install ad spending will increase 15.1% YoY to reach $24.58 billion.

Meta鈥檚 CPMs have remained consistent, and the company is poised to gain a significant portion of reallocated ad dollars if a ban does occur. Other platforms that could benefit from weaker demand for TikTok include YouTube Shorts and Snapchat.

Mirroring the media consumption trend, digital ad spending now makes up more than three-quarters of all ad spending. Canada ranked No. 4 worldwide in digital鈥檚 share of total ad spending in 2024. Digital ad spending growth will start to level off in 2025 after a rebound in 2024. Ecommerce鈥檚 share of total retail sales has almost tripled in the past decade.

TMN ad spending will represent a fraction of total digital ad spending. TMN ad spending as a share of digital ad spending is set to increase modestly, from 0.7% in 2024 to 0.8% in 2026. While commerce media will continue to be dominated by ad spending on RMNs, TMNs make up a distant second tier, ahead of ad spending within the still-nascent financial media network (FMN) cohort.