The news: Linear TV鈥攁lready struggling amid the rise of digital鈥攊s at risk as US leaders across parties push for a crackdown on the multi-billion dollar pharmaceutical ad market. Secretary of Health Robert F. Kennedy Jr. is pursuing policies that would require advertisers to disclose drug side effects more transparently or risk losing the ability to deduct ad spending from their taxes, per Bloomberg. Our take: Restrictions on pharma advertising would isolate linear TV from omnichannel budgets and put it at a greater disadvantage against more data-rich platforms, accelerating the shift to digital.
The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners鈥攁nd losers.
The news: Shein鈥檚 and Temu鈥檚 influence in the US is fading quickly as both companies cut ad spending and look to Europe for growth.
Our take: Shein and Temu are finding that the billions of dollars they plowed into US advertising have not been enough to secure US customers鈥� loyalty in the face of higher prices. But rather than find ways to extend the longevity of their US businesses, both companies are fleeing to Europe to take advantage of the (currently) more favorable trade environment.
The National Retail Federation (NRF)鈥檚 Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers.
Even though retail media is huge鈥攅xceeding $62 billion in USad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.
This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.
This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.