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OpenAI rolls out free search to capture shoppers during a peak ecommerce season, offering price comparisons and product links just when consumers need them most

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

Display advertising will capture 85.7% of the $90 billion in additional ad spending between 2024 and 2028. Search's share of digital spend will hold relatively steady at 41.5% in 2024. Retail media networks and AI search capabilities are expected to drive search growth. Nonvideo formats will account for just $12.75 billion of incremental spend through 2028.

This exclusive data provided to Insider Intelligence by market intelligence firm Sensor Tower looks at Facebook and Twitter ad spending across industries in 2022 and 2023, and how those platforms compare against YouTube in the first half of this year.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

WPP Q1 revenues decline 5% YoY: Another disappointing quarter could spell trouble ahead for the company if it doesn鈥檛 enhance its value proposition.

Netflix and YouTube are siphoning subscription revenues from pay TV鈥檚 losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

Ad spend is growing fastest in beauty and personal care. US retail media ad spend on beauty and personal care grew 38.1% YoY in Q2 2024, faster than any other category. However, that percentage is down from 48.1% YoY growth in Q1, per Skai. Sports and fitness saw the largest decrease in retail media ad spend, down 10.2% YoY in Q2.

With so much first-party shopper data and ad experience, Prime Video has the potential to target specific and effective ads, maximizing return on ad spend for advertisers. Prime Video ads will start out in the US, the UK, Germany, and Canada in early 2024, then expand to France, Italy, Spain, Mexico, and Australia later in the year, according to a company statement.

In Germany, investments in digital advertising will be cautious, reflected by an overall ad spending growth rate of just 3.1% this year. The German economy is in a tight spot, with a high risk of recession, causing individual industries to tread lightly. Retail spending will dwarf all other industries.

The advertising industry craves standardization in a fragmented landscape shaped by rising privacy expectations and demands for actionable insights. To move beyond aggregate campaign analytics, businesses need user-level insights without adding legal, technical, or governance hurdles.

Companies inside of the ecommerce landscape (such as Chase and PayPal) and outside (including Planet Fitness and Uber) have seen the meteoric rise of retail media and wanted to cash in, Willens said.

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.

With third-party cookies on the way out, marketers are leaning more heavily on first-party data to help power their digital advertising strategies. Retailers that want to increase their share of ad dollars should leverage customer data to help advertisers enhance campaign performance via measurement and attribution capabilities.

Use this chart: Digital advertisers can use this chart to inform retail media investments and highlight the boost in ad spend during Q4 2023, likely due to the holidays. Related 蘑菇AV reports:. US Amazon Ecommerce Forecast 2024 (Subscription required). Retail Media Search Forecast and Trends 2024 (Subscription required).

With the ascent of Chinese ecommerce disruptors and the ongoing rivalry between Amazon and Walmart, the upcoming holiday season is expected to bring some big shifts. Some of those shifts include the lessening of Cyber Five鈥檚 importance and retailers losing focus on profitability, said our analysts Jeremy Goldman and Zak Stambor on a recent episode of the 鈥淏ehind the Numbers鈥� podcast.

The other side of audio is in-store ads that play over the store loudspeakers as consumers shop. US in-store retail media ad spend will total $370 million in 2024, but that number will grow by 46.5% next year, per our forecast. 83.7% of US retail sales still take place in physical stores, making the spaces ripe for retail media ad opportunities.