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LinkedIn ad growth may be losing its shine in the near term, but its long game remains intact. Gaming, often overlooked, is steadily becoming a more dependable contributor. The only red flag? A company known for infrastructure bravado is now thinking twice before breaking ground. That鈥檚 a subtle but important signal in an AI arms race that may be getting ahead of itself.

Ad spending could become more reactive. With CFOs demanding agility, marketers will prioritize performance channels and pause bigger brand investments. Campaigns focused on demand generation, ROI, and flexibility may take precedence over splashy, long-term initiatives.

Almost half (45%) of advertisers are planning on reducing overall ad spend. Of those, 60% expect ad budgets will drop by 6% to 10%, while 22% expect a drop between 11% and 20%.

With language barriers falling, communities flourishing, and ad dollars flowing, Reddit is becoming a global platform powered by local culture.

One in five US retail media ad dollars spent this year will go to off-site formats, per our November 2024 forecast, which include social media along with connected TV and other publisher platforms. Best Buy Ads has been a pioneer in off-site retail media partnerships, working with CNET last year to share content and advertising across both Best Buy鈥檚 and CNET鈥檚 platforms.

Streaming will remain critical for reaching audiences, but spreading ad spend across both streaming and linear TV will help combat market volatility. Potential ad load increases will make the quality and relevance of creative ads more important than ever to break through viewer fatigue.

Because of this, they鈥檙e expected to take off among advertisers: We forecast FMN ad spending will jump up 103.11% YoY in 2025 to hit around $710 million. Our take: 2024 was expected to be a transition year for PayPal as it looked for new ways to accelerate profitable growth, but early results haven鈥檛 reflected as much of a turnaround as some investors would have liked.

However, this is an apples-to-oranges comparison since YouTube is in a category of its own; it competes for ad dollars not only with social networks but also with streamers like Netflix. Retailers Shein and Temu are pushing up Meta鈥檚 ad prices. The pair have been spending hundreds of millions of ad dollars to reach US shoppers, boosting Meta鈥檚 bottom line and increasing rates.

By 2027, more ad dollars will be directed to CTV than linear TV, according to our estimates. As advertisers attempt to optimize spending across TV and CTV鈥攁nd the networks that span both鈥攖he ecosystem is slowly coalescing around tactics that facilitate cross-platform visibility into incremental reach and outcomes.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to 蘑菇AV鈥檚 forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

A potential US ban on TikTok remains a wildcard鈥攊f implemented, Snap could capture a larger share of short-form video users and ad spend. However, competition from YouTube Shorts and Instagram Reels means that a TikTok ban wouldn't guarantee an automatic win for Snap.

In-Game Ad Spending Benchmarks: Q4 2024 (蘑菇AV subscription required). Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major gaming sites; historical trends; internet and mobile adoption trends; and demographic adoption trends.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer

Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

YouTube has plenty of emerging challengers and will have to fight to keep its spot at the top of the digital video world, but its ability to skirt regulatory penalties and attract a hefty flow of advertising spending has it set up to remain the dominant video platform for years to come.

BeReal hired Ben Moore as its US managing director to support ad growth. Moore previously led global media buying partnerships for TikTok. The app claims to have 40 million monthly users worldwide, with 5 million located in the US. What ads will be like: BeReal has two ad formats鈥攊n-feed ads that look like organic content, and homepage takeover ads when users open the app.

In fact, brands are increasingly putting advertising spend behind influencer content via tactics like boosting and paid ad formats. So it鈥檚 likely that social ad spend is absorbing influencer budgets as well. Marketers are tapping influencers for campaigns outside of social media. They鈥檙e incorporating them into aspects of their campaigns like connected TV (CTV) and out-of-home (OOH).

Despite a 750% increase in ad spending over the past decade, YouTube will account for just 2.5% of global digital ad revenues this year. Platforms like Meta and Amazon capture larger shares despite YouTube鈥檚 unmatched audience size and engagement. YouTube has pulled multiple media types into its orbit, disrupting traditional models.

While Reddit鈥檚 advertising growth is slowing compared with 2024, it鈥檚 still positioning itself as a serious player for SMBs who want alternatives to traditional social platforms. These updates are meant to lower the barrier to entry by reducing campaign setup time and improving signal quality鈥攂oth key for advertisers working with limited budgets.

US Retail Industry Ad Spending 2024 (蘑菇AV subscription required). Methodology: Data is from a February 2025 Civicscience survey. 4,000+ US adults ages 18+ were surveyed online during February 3-4, 2025. The survey was weighted by the U.S. Census.

Our outlook for social ad spending in 2022 has deteriorated significantly since March. This report breaks down what went wrong in the past nine months, and what鈥檚 ahead in the next two years.

Unilever鈥檚 investment in influencer marketing will rise from about 30% to 50% of the company鈥檚 total ad spend. Fernandez suggests that an influencer-first strategy will make Unilever more trustworthy to consumers who are skeptical of traditional corporate messaging. 鈥淭here are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,鈥� Fernandez said.

Why it matters: Coca-Cola鈥檚 US media spend increased 17% in 2023, reaching $1.8 billion, per Ad Age, demonstrating how crucial this account is for Publicis鈥� and WPP鈥檚 financial outlooks. Our take: AI remains a major battleground for media agencies, but WPP鈥檚 loss raises questions about whether its AI-driven approach is delivering the expected results.