蘑菇AV

Digital newspaper ad spending could increase as it did during Trump鈥檚 previous term, but print newspaper spending will continue declining. Digital newspaper ad spending rose from $4.04 billion to $4.74 billion from 2016 to 2020, while print newspaper ad spending plummeted from $13.33 billion to $5.5 billion.

The pace of change in social media won鈥檛 slow in 2024. The rising number of disruptors鈥攚hether it鈥檚 AI, creators, social search, or TikTok Shop鈥攚ill both reshape old trends and create new ones.

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

For these consumers, Prime鈥檚 shipping and ecommerce benefits are more important than its streaming services. To increase usage of its streaming services and grow its ad revenues, Amazon is investing in improving Prime Video鈥檚 content. Amazon鈥檚 2022 acquisition of MGM expanded its video library. It has partnered with popular creators like MrBeast to create new shows.

But that impressions growth (61%) is now outpacing the growth in ad spend (45%). That drove down CPCs by 12% in the most recent quarter. Retail media and social are experiencing similar drops in ad rates. The same directional trends apply across search and social: Spend increased by 12% for both, while impressions for each soared about 30%, causing ad rates to drop into negative territory.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

Brick-and-mortar will be retail media鈥檚 next frontier as in-person shopping returns and the pandemic fades. Retailers like Walmex and Cencosud are turning their physical stores into media assets, allowing brands to place ads on digital screens, shopping carts, and even in parking lots.

Use this chart: Digital advertisers can use this chart to inform retail media investments and highlight the boost in ad spend during Q4 2023, likely due to the holidays. Related 蘑菇AV reports:. US Amazon Ecommerce Forecast 2024 (Subscription required). Retail Media Search Forecast and Trends 2024 (Subscription required).

The rationale: Lowe鈥檚 is making a play for retail media ad dollars at a critical moment in the channel鈥檚 trajectory; we expect retail media ad spending will surpass linear TV ad spending next year and exceed all of traditional media ad spending combined in 2026.