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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.

Zooming out: Universal Ads meets a desire both from small businesses to reach streaming audiences as well as an ad industrywide push to open doors for small- to midsize business ad spending. Ad product launches throughout 2024 signaled that advertising platforms of all sizes were looking to attract small business spending as competition for big-budget brands heats up.

The impact: Venu will combine the linear sports assets of Disney, Fox, and WBD, creating a titan of sports streaming that will put significant pressure on YouTube TV (the current home to NFL Sunday Ticket and the largest digital pay TV provider in the US). Venu鈥檚 $42.99 monthly launch price will put significant pressure on YouTube鈥檚 Sunday Ticket offering.

US buyers鈥� most valuable metric when assessing campaign performance on retail media networks isn鈥檛 return on ad spend (ROAS) or ROI. It鈥檚 incrementality, according to May 2022 data from Criteo.

On today's podcast episode, we discuss how affiliate is helping marketers take back control of their ad spend. "In Other News," we talk about Amazon unveiling a smarter, more conversational, Alexa and TikTok Shop hitting the US. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV鈥檚 share of total ad spend is larger than CTV鈥檚, indicating it remains a key player in marketers鈥� ad strategies.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year鈥攊n other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

Instagram will surpass Facebook to become the largest social ad business in the US, a development that might have been hard to fathom when Facebook bought Instagram for $1 billion 12 years ago.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.

Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn鈥檛 so simple.

Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.

US in-store retail media ad spend will total $370 million this year. But as the channel expands, oversaturating stores with ads can cause tension between retail media teams, which focus on maximizing ad dollars, and merchants, which focus on the store as a whole. Online advertising and in-store advertising are not two distinct channels, but instead work together.

Retail will play a central role in the broad-based acceleration of US ad spending this year. The overall US digital ad market will grow by 13.6% YoY in 2024, but retail digital ad spending will increase by 17.0%. In dollar terms, retailers make over a quarter of US digital ad buys and sell nearly a fifth. Retail will grow only more important for digital advertising.

We expect influencer marketing spending in the US to reach $9.29 billion in 2025, up 14.2% YoY. That growth rate will outpace both digital鈥檚 and social鈥檚 ad spend growth in the US鈥攖hough influencer marketing鈥檚 share of marketing dollars will remain significantly smaller.

Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they鈥檙e maximizing ad value by thinking of CTV differently, experts suggested at last week鈥檚 Advertising Week New York.

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

Mavely campaigns deliver three to five times the return on ad spend across various marketing channels. Why it matters: The creator economy is driving significant M&A activity as the industry shifts toward measurable, creator-led growth. Major deals reflect this momentum:.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

Subscription OTT video is chasing linear TV in terms of time spent in the US. We estimate adults still spend significantly more time per day watching TV, but that figure is decreasing and will fall below 3 hours this year. Meanwhile, for subscription OTT video, time spent will surpass an hour and a half per day. But ad spend on these platforms is not proportional to time spent.

The only certain thing about TikTok鈥檚 sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

Our take: Disney is positioned well to capture ad spending at this year鈥檚 Upfronts. With premium, blockbuster programming and a slew of sports rights, the company can attract a wide array of brands eager to appear alongside its high viewership content.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.