USdigital ad spending will surpass $452 billion by the end of 2028, per our forecast, and FMNs prime banks to capture some of that spend. That鈥檚 a compelling prize as high interest rates continue to curb banks鈥� lending profits. Click here to view our full forecast for USdigital ad spending. FMNs are starting to go mainstream.
The impact: Healthcare and pharmaceutical advertisements account for $22.09 billion (7.3%) of the $310.19 billion in USdigital ad spending, per our forecast. Healthcare and pharmaceutical companies are frequent TV advertisers, and a D2C ad ban could deal a blow to networks鈥� advertising revenues.
Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?
The prize is considerable: USdigital ad spending will boom to $452.40 billion by the end of 2028, per our forecast. Winning some of that spend will look especially attractive as high interest rates continue to curb banks鈥� lending profits. Click here to view the full forecast for USdigital ad spending. Who are the current FMN players? Klarna. Klarna is the FMN pioneer.
Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.
The double-digit growth in US consumer packaged goods (CPG) digital ad spend will come to a halt next year and hover around just 6% through 2026, per our forecast.