蘑菇AV

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

To illustrate this point, in 2019, China dominated with 66.4% share of retail media ad spending worldwide compared with 24.6% in the US. (However, the US market is projected to eclipse China鈥檚, with shares of 40.6% and 37.1% in 2025, respectively.). Ecommerce channels lead in retail media ad spending.

Reddit taps commerce and community: The platform aims to help advertisers engage intent-driven users at every stage of the purchase journey.

Click here to view our full forecasts for US retail media ad spending and US search ad spending. Search is the bedrock of retail media strategies. Retailers鈥� online properties are top destinations for shoppers doing product research. Amazon is the most popular place for US adults to start a product search, according to a February 2024 Jungle Scout survey.

Retail media ad spending will be increasingly responsible for digital advertising鈥檚 double-digit growth. By 2028, the powerhouse channel will grow to represent nearly 1 in every 3 ad dollars spent.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

Even without the uncertain outlook for US electric vehicles, proposed tariffs on imports and materials from China, Canada, and Mexico could cause auto prices to rise significantly, complicating an already challenging environment for auto sales. We expect US automotive total media ad spend to hit $31.77 billion this year, up from $29.48 billion in 2024.

After more than a decade of healthy, double-digit compound annual growth, ad spending on digital audio services slowed dramatically in 2023, downshifting the space into a new era

The company plans to expand its first-party ad tech platform to the US in 2025. With only 6% penetration of the estimated $650 billion global entertainment market in its operating regions, Netflix still has substantial room for growth, particularly in Asia and Europe.

We forecast that US print newspaper ad spending will decline 13% this year and will experience double-digit declines for the following three years as well. US digital newspaper ad spending will grow this year鈥攂ut a paltry 1.3% is not enough to offset print鈥檚 declines. Non-newspapers are being commoditized as well.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

Excluding YouTube, 蘑菇AV forecasts US social video ad spending will surpass linear TV ad spending for the first time. 鈥淧eople like Colin and Samir are getting better viewership on CTV for longer than most network sitcoms,鈥� said Gordon.

With or without a TikTok ban, Snapchat is poised to capture more ad spending in 2025 as new ad formats like Sponsored Snaps and Promoted Places ramp up. The big picture: Uncertainty around TikTok and Meta is spurring further diversification in the ad market.

And the arrival of formalized open banking in the US will empower more FIs to ask customers鈥� permission to use their data for advertising. FMNs will remain an ad spending niche鈥攂ut a booming one. From 2024 to 2026, FMN ad spend will explode at a 107.0% compound annual growth rate to hit $1.50 billion, per our forecast.

US marketers are allocating more of their advertising budget to social media and TV (19% each) than digital (14%), email (12%), and out-of-home (OOH) (7%) media channels, according to Quad.

Snapchat launches 鈥楩ind Your Favorites鈥� campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

MFA sites still plague open web exchanges: AI allows bad actors to rapidly produce fraudulent websites and use bots to drum up fake pageviews, muddying the ad ecosystem.

The first $12 billion ad spend US presidential election is underway. That ad spend figure breaks 2020鈥檚 by more than $2 billion. Whether or not brands engage in political messaging, they will be impacted by the volume of ad inventory and how the election influences consumer sentiment.

The search giant will bring in $62.87 billion in search ad spending this year, or $1 in every $2 US marketers spend on search ads, by our estimates. Remove retail media from the equation and Google鈥檚 search ad market share will climb to about 70%. Apple鈥檚 a threat, but it won鈥檛 topple Google.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.