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Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

Amid privacy changes and macroeconomic headwinds, social media will be the channel hurt most by the digital advertising downturn. For 2023, we have reduced our US social network ad spending forecast by $16.21 billion.

US social ad spend growth will near 9% this year and return to double digits in 2024, per our forecast. Last year鈥檚 3.6% increase reflects a normalization after 2021鈥檚 rapid growth, as well as targeting challenges resulting from Apple鈥檚 AppTrackingTransparency framework.

US political ad spending will hit the 11-figure mark this year, and digital will make up a growing share of the pie.

This year, US social network ad spending will grow at its slowest pace since we began tracking it, at just 3.4%, to reach $68.45 billion, according to our forecast.

Reddit launches AMA Ads and Pro Trends: New tools enable branded Q&As, real-time insights, and improved brand safety for advertisers.

Consumers鈥� appetite for quality, on-demand content has contributed to connected TV鈥檚 (CTV鈥檚) stronghold as the fastest-growing major ad format in the US. 鈥淭here鈥檚 a lot more for [advertisers] to weed through in terms of the opportunities and options of where to place our clients鈥� ad dollars,鈥� Jennifer Kohl, executive director and head of US media at VMLY&R, said of CTV during our virtual 鈥淎ttention!鈥� summit last week.

The retail industry commits by far the most dollars to digital advertising in the US. It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period. Retail鈥檚 ad spending growth will see sustained growth this year and next before other industries start to catch up on spending in 2025.

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.

The biggest player in US gambling and casino ad spend is TV, which reached $471.8 million between January and November 2023, according to a December 2023 MediaRadar study.

On today鈥檚 podcast episode, we discuss how banks are adjusting their ad spending in a world with high rates, economic turmoil, and a shift to digital advertising. 鈥� In our 鈥淗eadlines鈥� segment, we dig deep on a recently published Insider Intelligence report covering our forecasts for ad spending by US banks and credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we discuss how fewer mortgages are affecting banks' net interest income and what that means for their marketing budgets. We also examine Ally Bank鈥檚 increased ad spending. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we talk about how large banks are doubling down on digital ad spending while smaller institutions are cutting their spending, which could lead to the eventual demise of smaller traditional banks. Tune in to the discussion with host Rob Rubin and our director of forecasting Oscar Orozco.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

While social claims a sizable portion of most advertisers鈥� budgets, two advertising categories鈥攔etail and CPG鈥攁re responsible for an outsized share of social ad spending in the US.

On today鈥檚 podcast episode, we explore the problematic relationship between credit unions and Gen Z. 鈥� In our 鈥淗eadlines鈥� segment, we discuss an article from PYMNTS.com that revealed only 4% of Gen Z consumers bank with credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we consider what credit unions can do to capture Gen Zers鈥� attention while working with tight marketing budgets, and which programs have helped Gen Z consumers manage their finances. 鈥� In 鈥淎ctual CEO,鈥� we discuss with our guest CEO what she is currently doing to engage with Gen Zers at her credit union. Listen to the podcast with host Rob Rubin and Tansley Stearns, CEO of Community Financial Credit Union.鈥� In our 鈥淗eadlines鈥� segment, we dig deep on a recently published Insider Intelligence report covering our forecasts for ad spending by US banks and credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we discuss how fewer mortgages are affecting banks' net interest income and what that means for their marketing budgets. We also examine Ally Bank鈥檚 increased ad spending. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we talk about how large banks are doubling down on digital ad spending while smaller institutions are cutting their spending, which could lead to the eventual demise of smaller traditional banks. Tune in to the discussion with host Rob Rubin and our director of forecasting Oscar Orozco.

CES 2025 emphasized a shift to platform-agnostic ecosystems as cloud gaming, e-sports, and cross-platform play redefine the industry

It鈥檚 an election year in the US, one where we鈥檒l see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024鈥檚 version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.

For several years in a row, the four largest US P&C insurers have cut ad spending, leading to a steady decline in TV ad impressions.

On today's episode, we discuss what Google's Q2 ad growth is telling us, what to make of YouTube's recent performance, and how Google will fair in the second half of the year. "In Other News," we talk about Google rolling out the first step of third-party cookie replacement and what Microsoft is betting on for the future. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

China鈥檚 example would suggest that retail media has enormous headroom for growth in the US. Companies like Amazon have been growing their ad revenues by leaps and bounds, and yet ecommerce channel ad spending will still only represent 14.6% of the US digital ad market this year. In China, the share will be 38.1%.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports

鈥淲e want to help clients see programmatic OOH as a medium that will actually drive an impact,鈥� said Lucy Markowitz, senior vice president, general manager, US marketplace at OOH agency Vistar Media. We forecast digital OOH ad spend will grow 11.5% to $3.54 billion this year. Only 10% of US brand and agency marketers cited OOH/digital OOH as a leading investment priority in 2025, per InMarket.

Fintech ad spending surges 45%: Klarna, Brex, and Mercury lead a shift to mainstream messaging, emphasizing transparency and trust amid regulatory scrutiny.