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Total ad spending will grow to almost $32 billion in 2026. That includes all advertising, both to consumers and to healthcare providers.

Growth in travel media network ad spending will slow as economic pressures affect the travel industry. Starting from a small base, financial media network ad spending growth will pick up momentum through 2026. 鈥淥ther鈥� commerce media network ad spending is set to exceed $4 billion by 2026. Section 4: Recommendations. How should advertisers capitalize on the changes in commerce media?

Click here to view our full forecast for US financial media network ad spending. Financial media is the smallest but fastest-growing commerce media vertical we track. From a small base, FMN ad spending will grow at more than double the rate of any other defined vertical within commerce media.

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.

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

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

Instagram鈥檚 value wanes for publishers: Ad spend and content posting drop as WhatsApp Channels gains traction for direct audience engagement.

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.

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.

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 ad spending sees a strong rebound: LinkedIn leads, with finance and retail sectors boosting growth.

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.

Click here to view the full forecast for BVOD ad spending in the UK. Amazon is cementing its position as the third prong in the triopoly. Google and Meta have been losing market share for several years. The Google-Meta duopoly actually saw a slight increase in ad spending share in 2020, thanks to Meta鈥檚 performance that year.

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.

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).

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.

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.

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.

Even before implementation, companies like Temu and Shein cut US ad spending by up to 31%. Ad buyers are shifting toward domestic brands and performance-heavy channels with clearer ROI. Search and social are facing structural shifts. AI summaries in search are reducing clicks, while antitrust cases against Google and Meta threaten to break up long-standing ad ecosystems.

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.

Reassess ad spend. "I would X out brand-building initiatives, focus on performance-based ad spending like search," said Stambor. Communicate pricing clearly. "With price increases likely to come, now is the time for brands to start the messaging around that," Wolff advised. "Be surgical about it.