Article
| Sep 26, 2024
We forecast that overall podcast ad spending will reach $2.51 billion in 2025 and exceed $3 billion by 2028. Podcast ad spending per hour spent with podcasts, per person, is also climbing steadily, expected to reach $0.06 in 2025, according to our forecast. Why the surge? As time spent with social networks flatlines, podcasts are showing no signs of slowing down—for several reasons.
Article
| Apr 21, 2025
Ad spending projects to hold strong in healthcare and pharma: Here’s why health and pharma marketers are prioritizing some media channels over others.
Article
| Oct 1, 2024
Incrmntal also found that CTV is a very balanced medium between ad spend and performance, while linear TV has the widest gap between spend and actual performance, per Incrmntal's report. What it means: As CTV's advertising platforms expand their measurement prowess, particularly through AI, marketers stand to gain more value from insights to tailor their campaigns.
Article
| Jun 11, 2025
Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don’t see long-term value in brand-building—but because the current environment makes it hard to wait for payoffs.
Article
| May 6, 2025
Social platforms have been bolstered by ecommerce-driven ad spending, automated ad offerings such as Meta’s Advantage+ suite, and an ever-increasing emphasis on video. Key Question: What is responsible for the strong growth projected for social ad spending?
Report
| Dec 20, 2024
Budget planning for ad spending on Amazon should account for potential volatility. Maintaining flexibility to adjust spending as market conditions evolve will be critical. Diversifying ad strategies across multiple Amazon ad products could help mitigate risk and maximize performance during fluctuating conditions.
Article
| May 2, 2025
What’s different this time: Prior attempts to outlaw drug advertising typically focused on the channel where most pharma D2C ad dollars go—linear TV. Pharma spent $5.15 billion on national TV ads in 2024, according to iSpot tracking data. The sector’s total outlay on D2C advertising is about $14 billion annually, per a recent CSRxP study.
Article
| Jun 13, 2025
Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.
Report
| Oct 18, 2023
While 2025’s projected ad spend shows the industry is healthy, there may be some challenges for major agencies, which have seen a decreasing share of US ad spend over the past several years, per Advertiser Perceptions.
Article
| Dec 17, 2024
As consumer spending slows, ad spending will shrink in kind. Fifty-four percent of global marketers are likely to reduce ad spend in 2025, per Nielsen, and 60% of advertisers who are cutting back plan to reduce spending by 6% to 10%, according to IAB. Tighter budgets may push advertisers to scale back on high-impact channels like CTV, where CPMs often exceed those of lower-cost alternatives.
Article
| May 7, 2025
Report
| Oct 13, 2023
By 2028, overall off-site ad spending will have increased by more than 5 points of share in retail media and will represent more than $25 billion in ad spending. Two-thirds (68%) of advertisers working with RMNs are already leveraging retail media for mid- and upper-funnel objectives.
Report
| Mar 10, 2025
The rebrand is a small step in Apple’s overall ad strategy to combat slower ad growth, but past efforts to expand its ad business haven’t been wildly successful. Apple’s services revenues missed the mark in Q4 2024, falling below investor expectations—suggesting that its ad initiatives might not be performing as well as hoped.
Article
| Apr 15, 2025
Mobile ad spending reaches $203 billion: Desktop grows steadily, but its share falls below 25%, reflecting the continued platform shift.
Article
| Dec 19, 2024
Mirroring the media consumption trend, digital ad spending now makes up more than three-quarters of all ad spending. Canada ranked No. 4 worldwide in digital’s share of total ad spending in 2024. Digital ad spending growth will start to level off in 2025 after a rebound in 2024. Ecommerce’s share of total retail sales has almost tripled in the past decade.
Report
| Jan 24, 2025
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| Jan 21, 2025
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| Nov 1, 2024
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