蘑菇AV

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

Temu effectively cut off its paid Google Shopping ad spend on April 12, according to Tinuiti data, while Shein maintained minimal spending on the platform until April 26, when its share of ad impressions also dropped to 0%. Headwinds are on the horizon.

But diving into advertising can help the company diversify its revenues and give it a needed boost, We forecast FMN ad spending will jump 103.11% YoY in 2025, hitting about $710 million.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

The pullback in ad spending will likely come from industries still facing moderate tariffs on Chinese imports. These include retail, consumer electronics, automotive, and consumer packaged goods sectors. Click here to view our full forecast for US total media ad spending, by tariff scenario. Projected Impact on 2025 Digital Ad Spending.

69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

The news: Magna鈥檚 updated spring 2025 ad spending forecast lowered its ad revenues outlook for the year ahead due to 鈥渦ncertain times.鈥�. The forecast reduced its 2025 ad sales growth prediction to 4.3%, down from the 4.9% growth projected in December.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

Even with higher prices resulting from this shift, the majority of US advertisers are unlikely to cut TikTok ad spending entirely unless forced to.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Amazon introduced greater brand safety controls on its DSP in February after Amazon, Google, and Meta were criticized by Congress for placing ads on sites with child sexual abuse content. 41% of US marketers are decreasing ad spend with media companies because of concerns over brand safety and suitability controls for ads鈥攁nd more may follow suit without greater control over where ads run across platforms

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Offers include an extra $10,000 in ad spend for brands that spend $50,000 on a campaign. Adweek said Snap鈥檚 鈥渁ggressive鈥� move is an attempt to capture a bigger share of the mobile video ad market. We expect Snap鈥檚 ad revenues to grow moderately鈥攗p 1.4% YoY in 2025 and 1.6% in 2026. Our take: Snap鈥檚 next-gen smart glasses could diversify its revenue streams and show off its AR prowess.

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.

It lets advertisers optimize campaigns for return on ad spend (ROAS) by continuously refining targeting strategies, as AdExchanger has noted. It supports a diverse range of ad formats, including video, interstitial, and playable ads to help drive high engagement and conversion rates.

Temu and Shein both abruptly cut their US ad spend in April, per an April Sensor Tower report. 46% of Gen Zers would switch to less expensive brands and product alternatives if there are price increases related to tariffs, per a March Collage Group survey. 53.0% of consumers shop through Temu once a year, and 28.7% do so monthly, according to a February Omnisend survey.

Potential reductions in US social ad spending, per our ad forecast鈥攖ied to broader trade tensions and reduced Chinese advertiser activity鈥攃ould hurt platforms that rely heavily on domestic spend. Pinterest鈥檚 international momentum provides a helpful counterbalance.

From 2024 to 2026, FMN ad spend will grow at a breakneck 106.3% compound annual growth rate (CAGR), per our forecast. While the segment will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US financial media network ad spending.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

Nearly half (45%) of advertisers plan to reduce overall ad spend due to financial constraints from tariffs, according to February 2025 data from the Interactive Advertising Bureau (IAB). Nearly three-quarters of advertisers expect ad budgets to shrink less than 10%. However, 22% believe ad budgets could decline by 11% to 20%. This will affect how much ad spend flows into retail media.

CTV will rank No. 2 for ad spending growth. Retail media is the only breakout we forecast that we expect to outperform CTV in ad spending growth. CTV will outperform other digital advertising categories (e.g., formats, devices, channels). Retail media and CTV are increasingly overlapping. CTV鈥檚 ad spending growth is, in part, a result of retail media鈥檚 strength.