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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.

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.

Shake Shack is also building excitement and awareness around its brand by boosting its advertising spend and introducing limited-time offerings like a black truffle burger. Those efforts aim to ensure Shake Shack preserves its status as a premium brand.

Digital ad spend by the US travel industry will grow by 14.3% this year for a total of $6.79 billion, according to our forecast.

RFK Jr.鈥檚 pharmaceutical ad ban could affect $22 billion in ad spending: A business-friendly Trump administration could hamper RFK鈥檚 plans to cut D2C advertising.

US social network ad spend will reach $82.89 billion this year, according to our October 2023 forecast.

TikTok鈥檚 top brands pulled back spending after ban signing: Ad spend growth slowed in the month after the ban was signed, and major retailers like Target reduced spend.

The US is the overwhelming center of gravity for all things advertising鈥攁nd it will remain that way, even though 2023 will see a slight share drop for the country across various metrics. By the end of next year, the US shares of total and digital ad spending will increase once again.

But in-store retail media spend is powering digital OOH spend, making up 15% of the channel鈥檚 ad dollars this year, per our November 2024 forecast.

Follow us on Instagram. Episode Transcript:. Max:. Publishers have been able to say with a straight face that they do deliver immense value to their audiences, but it's been really hard to kind of tell that story in a consistently convincing way to advertisers. Marcus:. Hey, gang. It's Friday, January 10th. Max. Geoff and listeners, welcome to Behind the Numbers, an eMarketer podcast. I'm Marcus.

The US is one of only two countries (New Zealand being the other) where D2C pharma advertising is completely legal. Kennedy believes lax pharma ad rules have led to an overreliance on prescription medications among Americans. He also believes pharma companies account for too much of TV ad spending, leaving media companies less likely to cover the sector critically.

Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.

US travel industry digital ad spend will grow by 8.9% this year and 7.9% next year, per our forecast, representing a slow down after years of double-digit growth.