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Disney鈥檚 鈥渃ontent everywhere鈥� strategy, broken down: The company is working to maintain advertising dominance by capitalizing on live events.

AppLovin has emerged as one of the most influential players in mobile advertising. Here鈥檚 a breakdown of its business model, competitive advantages, and future growth opportunities.

The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth鈥攊ndicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn鈥檛 discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.

The news: Despite its massive reach, gaming still accounts for less than 5% of worldwide media investment, per Dentsu鈥檚 2025 Gaming Trends report鈥攊ndicating a disparity between where audiences spend their time and where advertisers invest. Our take: Concerns about brand safety with in-game advertising linger, but brands that are willing to take the risk stand to gain through an approach that considers that simply investing in the format isn鈥檛 enough to drive results.

The majority (77.7%) of ad spend in the US is digital. Retail dwarfs all categories in terms of sheer size, but its position as a growth driver falls this year as telecom takes the top place.

The trend: Pharma field teams saw 2.5 times more new patient starts if they used marketing content during healthcare provider visits, according to the Veeva Pulse Field Trends Report for Q1. The takeaway: Pharma marketing teams should focus on how the content they鈥檙e creating can boost field teams鈥� engagement with healthcare providers and advise reps on how and when to use materials.

The news: Linear ad impressions declined 4.25% YoY in Q1, falling from about 92% of impressions in early 2023 to around 86% in March 2025, per iSpot鈥檚 Q1 TV Ad Transparency Report. But despite the decline, linear ad spend grew 4% in Q1, reaching $12.34 billion鈥攊ndicating that while audience preferences are shifting, advertiser interest in linear remains steady. Our take: The most effective ad strategies will strike a balance between sustaining investment in linear to capitalize on its scale and reliability, and steadily increasing investment in streaming to align with evolving viewer behavior and future-proof campaign performance.

Auto spent big on TV ads in Q3: Football and The Olympics reversed quarter after quarter of spending slumps from a one-time legacy stalwart.

Digital users in Quebec鈥攎ost of whom speak French as their first language鈥攈ave unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.

The news: Pharma advertisers spent more than $10 billion on prescription drug ads last year, with the top 10 drug brands accounting for $3.3 billion last year, per Fierce Pharma鈥檚 report based on MediaRadar data. Our take: As pharma marketers shift drug ad budgets from TV to more digital channels, they鈥檒l have to shift thinking from spendy brand awareness to more nuanced messaging. Social media edutainment, paid AI search ads, and partnering with doctor and patient influencers can reach more relevant consumers and deliver higher ROI.

One stark indicator of TV鈥檚 fall from grace: Retail media ad spending will surpass it in 2025 and double it two years later. Amazon is helping drive a bigger-than-expected surge in CTV ad spending. The retail giant鈥檚 decision to launch an ad tier for Prime Video in 2024 contributed to an upward revision in our CTV forecast through at least 2027.

The news: Newsweek is buying healthcare-focused ad platform Adprime to boost its offerings for pharma and healthcare marketers. Our take: Healthcare and pharma marketers looking for targeted, data-driven ad solutions could find valuable niche audiences tuning into Newsweek鈥檚 expanding content and events. We鈥檙e not convinced Newsweek鈥檚 adtech strategy is a slam dunk competing against much larger players, but we do think doubling down on the resilient healthcare and pharma digital ad industry makes sense.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

President Trump鈥檚 volatile tariff policies have created uncertainty in the advertising market, with forecasters now projecting multiple scenarios for how the rest of 2025 might unfold.

The news: Snapchat and McDonald鈥檚 have launched a collaboration giving MyMcDonald鈥檚 Rewards members a chance to exchange points for a one-month Snapchat+ subscription. The offer marks the first time McDonald鈥檚 is offering a digital subscription service as a reward. The program is only available to new Snapchat+ subscribers. Our take: Snapchat鈥檚 decision to collaborate with McDonald鈥檚 shows its evolving strategy to bolster user monetization through premium subscriptions. Attracting new users to the platform and convincing them to become long-term paid subscribers could help alleviate this issue.

The news: Amazon will bring inventory from Roku to its demand-side platform (DSP), the two announced at Cannes Lions, starting in Q4 2025. Our take: Amazon鈥檚 Roku partnership is a well-timed announcement to convince advertisers to stick with their CTV ecosystems even amid tightening budgets.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here鈥檚 how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

X鈥檚 ad business is beginning to recover. But the return to growth is complicated, and there鈥檚 still a long road ahead for X鈥檚 ad revenues to reach pre-Elon Musk levels.

Key Stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending. Executive Summary. Retail media鈥檚 online ascent has ignited interest in physical stores as the next frontier.