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While Reddit鈥檚 overall share of ad spend is low compared with other platforms, it excels in user engagement and trust.

Ad spend is tightening due to economic uncertainty, including tariff anxieties. Independent proof of ad performance and potential returns could be a tipping point for broader brand adoption. What鈥檚 next?

B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

We expect the auto industry鈥檚 traditional ad spending (which includes TV) to decline over the next several years. You guessed it: Tariffs are likely to blame for the auto industry鈥檚 sharp ad spend pullback. Steep tariffs are driving up domestic manufacturing costs. That鈥檚 also raising insurance premiums, increasing pressure on US consumers and driving down auto sales.

The impact of tariffs on retail and ad spending. How retailers and business leaders are planning for tariffs. Consumer sentiment and behavior around tariffs. This deck can help you:. Develop commerce strategy (retailers and brands). Develop media strategy (brands and agencies). This Infopack was compiled in May 2025 and features our retail and ad spending forecast scenarios issued in April 2025.

Its programmatic push could increase its appeal to advertisers as it vies for a bigger share of ad dollars in a crowded landscape. Its latest hire could help evolve Pinterest鈥檚 programmatic capabilities, translating to increased ad spend, lower-funnel growth, and measurable results.

Mobile games capture over 90% of in-game ad spending. Although mobile鈥檚 share of in-game advertising is slowly declining, it still generates 90.5% of total in-game ad spend in the US. This year, mobile in-game advertising revenues will increase by 6.0% YoY, but that鈥檚 a slowdown following an uneven 2023.

The German market has more ad dollars assigned to retail media than do either the French or UK markets. Retail media has had a head start in Germany thanks to Amazon. This year, retail media ad spending will account for 19.5% of all digital ad spending in Germany, 14.2% in France, and 12.5% in the UK. But growth won鈥檛 falter, even against a strong performance in other categories.

To access both first-party data and high-intent consumers, advertisers have increasingly embraced retail media networks (RMNs). 83% of advertisers worldwide plan to either maintain or increase their RMNs ad spend in 2025, per an October 2024 NCSolutions survey.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.

In early testing, Samsung reports Mobile Conversion exceeded 7-day return on ad spend (ROAS) targets by up to 150%. The system dynamically adjusts bids and creative based on real-time engagement signals. It works in tandem with mobile measurement partners like AppsFlyer and Adjust for full-funnel attribution.

Its two biggest short-form video competitors, YouTube and Meta, stood to gain as much as 50% of ad dollars reallocated from TikTok. While advertisers are unlikely to abandon TikTok entirely, uncertainty has driven spending and user activity to its competitors.

Major Chinese advertisers including Temu and Shein contribute a substantial portion of ad spending on Meta platforms, accounting for 11% of ad spending in 2024 across Meta apps, amounting to billions of dollars. This issue is exacerbated by the elimination of the de minimis exception, which allowed foreign retailers to ship low-cost goods to US consumers.

But a warning that price hikes will soon arrive could put a damper on ad growth in the quarters to come. US advertising spending will grow 3% in 2025 under our moderate tariff scenario鈥攖he most likely outcome as of May 12鈥檚 announcement that the US and China will institute a 90-day tariff reduction.

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).

Our take: Some of the genAI tools launched at Cannes lower the creative barrier to entry, especially for small businesses, and help boost retention and ad spend across Meta鈥檚 platforms. At the same time, Meta is walking a tightrope by increasing automation while trying not to alienate agencies or brands that still value human input and control.

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.