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US Ad Spending by Industry 2024 (蘑菇AV subscription required). Note: Respondents were asked, "Which of the following are the most effective interactive elements to use in emails?". Methodology: Data is from the June 2025 Litmus "The State of Email 2025 Report." 692 marketing professionals from Australia, Canada, Ireland, the UK, and the US were surveyed during December 30, 2024-January 16, 2025.

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.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

Marketers project Q4 revenue gains: Sales to outpace ad spend growth, driven by focus on more efficient spending strategies.

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.

TMN ad spending will represent a fraction of total digital ad spending. TMN ad spending as a share of digital ad spending is set to increase modestly, from 0.7% in 2024 to 0.8% in 2026. While commerce media will continue to be dominated by ad spending on RMNs, TMNs make up a distant second tier, ahead of ad spending within the still-nascent financial media network (FMN) cohort.

From 2024 to 2026, FMN ad spend will grow at a breakneck compound annual growth rate (CAGR) of 106.3%, per our forecast. While that will account for only 0.4% of total 2026 US digital ad spending, the growth rate reflects FIs鈥� eagerness to secure their share of ad dollars by monetizing their first-party data. Ad revenues are looking increasingly attractive for FIs:.

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

We鈥檒l be watching whether it can sustain Platform growth above 15% as comps tighten later in the year鈥攅specially without the benefit of last year鈥檚 political ad spending.

Although still a small share of ad spend, in-store retail media is expanding rapidly. Retailers like CVS and 7-Eleven are using digital screens and audio ads to engage shoppers closer to the point of purchase.

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.

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

OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.

The intensity of the dispute reflects a shrinking pool of high-value media accounts, with agency holding companies鈥� share of US ad spend falling from 44.6% in 2019 to just 29.6% in Q1 2024 per Advertiser Perceptions. Our take: WPP鈥檚 loss of Mars should serve as a wake-up call.

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.

Programmatic Digital Audio and Podcast Ad Spending 2025 (蘑菇AV subscription required). Note: Data was provided to 蘑菇AV by Comscore.

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

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.

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.

Yes, and: Women鈥檚 sports are drawing more viewers and ad spending interest. Women鈥檚 sports revenue including sponsorships, partnerships and broadcast is expected to top $2.35 billion, surpassing last year鈥檚 $1.88 billion, per Deloitte.

Hubspot鈥檚 head of brand paid media, Jonathon McKenzie, said that OOH accounts for about 40% of the company鈥檚 ad spend in North America. 鈥淥utdoor is really a barometer for where culture is at,鈥� said Pat LaCroix, executive vice president of media and growth at MissionOne Media. Billboards build brand legitimacy. OOH has faced challenges due to difficulty with measurement.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.