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That will be a slight shift from 2023, when display held a 55.5% share and search held a 42.1% share of ad spending. The figures will remain virtually unchanged in 2025. Retail slightly overindexes on search. Retailers will continue to spend roughly the same share of their ad spend on search in 2024 as in 2025, both a minor dip from last year鈥檚 share of 45.7%.

Our take: The change is part of YouTube鈥檚 ongoing effort to make ads more palatable for viewers and creators it may have upset with previous updates, improving overall sentiment toward ads and, in turn, convincing more brands to invest ad dollars.

Tariffs are driving a sharp slowdown in US advertising growth. Widespread concern over Trump鈥檚 sweeping trade policies has led to downgraded 2025 ad spend forecasts, with nearly half of advertisers planning budget cuts. Retailers are bracing for margin pressure and softening consumer demand.

But diving into advertising can help the company diversify its revenues and give it a needed boost, We forecast FMN ad spending will jump 103.11% YoY in 2025, hitting about $710 million.

Mobile app install ad spending in the US is forecast to reach over $27 billion in 2025, up nearly 11% from last year, per our forecast. Mobile in-app ad spending is projected to grow even faster, rising 12.6% in 2025 to nearly $190 billion. By 2029, mobile will make up nearly 68% of total digital ad spending in the US, climbing from 66% this year.

Click here to view our full forecasts for US programmatic direct nonsocial digital display ad spending and US real-time bidding (RTB) nonsocial ad spending. But PMPs have also gained share of programmatic budgets. In 2020, PMPs and the open exchange each accounted for about half of nonsocial RTB ad spending.

Both companies are increasing ad spend in Europe, especially in the UK and France鈥攁lthough such relief may be short-lived, given that both countries are also considering crackdowns on de minimis imports.

From 2024 to 2026, FMN ad spend will grow at a breakneck 106.3% compound annual growth rate (CAGR), per our forecast. While the segment will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US financial media network ad spending.

Several factors are contributing to ad spend increases. The growth in ad spend isn鈥檛 coming from a singular source. As Reddit grows in popularity, new ad formats, measurement offerings, and AI tools are making it more appealing to marketers. Reddit is making inroads in social commerce.

Use this chart: Marketers can use this chart to plan where to pull back ad spend, but they should also use it to understand where they might keep spending. Platforms can use this chart to make the case for new incentives for tariff-conscious ad buyers. Related 蘑菇AV reports:. Impact of Tariffs on US Businesses.

Programmatic Digital Audio and Podcast Ad Spending 2025 (蘑菇AV subscription required). Note: Data was provided to 蘑菇AV by Comscore.

Despite Google鈥檚 slower-than-expected ad growth, YouTube鈥檚 revenues increased 14% YoY, reaching $10.47 billion. Marketers continue to prioritize YouTube as a must-buy platform due to its high viewership and strong engagement across content types. AI-powered search tools are reshaping inbound marketing strategies.

Read the full report, US Travel Industry Ad Spending 2024.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Tariffs and related market turmoil could also threaten brand partnerships and drive US social network ad spending growth down 10% this year, crafting a storm of uncertainty. Short-form benefits: Longer-form video content can be more expensive to produce, requiring more resources and often needing multiple episodes to gain user attention.

US CPG Industry Ad Spending 2024 (Subscription required). US Retail Industry Ad Spending 2024 (Subscription required). Note: Historical digital ad spending data up to 2015 is derived from Interactive Advertising Bureau (IAB) and PwC data.

Our take: Including creators in its campaign can help Visa make the most of its ad spend. Sponsored content from influencers can be a strong tool in generating brand awareness, and it鈥檚 especially impactful for reaching younger audiences, which Visa is targeting with this campaign.

It lets advertisers optimize campaigns for return on ad spend (ROAS) by continuously refining targeting strategies, as AdExchanger has noted. It supports a diverse range of ad formats, including video, interstitial, and playable ads to help drive high engagement and conversion rates.

Temu effectively cut off its paid Google Shopping ad spend on April 12, according to Tinuiti data, while Shein maintained minimal spending on the platform until April 26, when its share of ad impressions also dropped to 0%. Headwinds are on the horizon.