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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.

US digital newspaper ad spending will grow this year鈥攂ut a paltry 1.3% is not enough to offset print鈥檚 declines. Non-newspapers are being commoditized as well. Though most people support AI training compensation for news publishers, not all publications have secured such payments.

Why it matters: AI tools are helping brands overcome misplacement that can waste ad spend, damage reputation, and erode consumer trust. Our take: Using AI-driven real-time content analysis ensures ads align with brand values and emphasizes audience interests while preventing placement next to controversial or low-quality content that could damage brand reputation.

Netflix exceeds Q1 forecasts with strong earnings and subscriber growth: Shifts reporting focus from subscriber numbers to revenue and engagement starting 2025.

Wells Fargo also slashed its advertising spend by 26% QoQ and 8% YoY鈥攁d budgets are often one of the first line items on the chopping block when firms anticipate a downturn. Consumers feel even worse. University of Michigan鈥檚 consumer sentiment index cratered 34% YoY and 10.9% MoM on Friday, and 67% of consumers expect unemployment will rise鈥攖he largest share since 2009.

Our take: Advertisers need to maintain a cautious approach when investing ad dollars into TikTok, even if another extension indicates that Trump is willing to fight to keep the platform around. Advertisers should continue exploring diversification across alternative marketing channels.

Fox has added 125 new blue-chip advertisers since the 2024 election, while ad categories like pharma and healthcare now represent 21% of Fox鈥檚 linear TV ad spend. Political identity is increasingly tied to consumer behavior: A Harris Poll found alignment with or against a brand鈥檚 perceived politics can significantly affect purchasing decisions.

Snap launches new brand campaign: Chief creative officer addresses antisocial media stance in the context of Snap鈥檚 creator and content push.

Instagram and Facebook鈥檚 consistent engagement makes them much more reliable channels for long-term ad spending and brand presence鈥攅ven if Instagram鈥檚 engagement is comparatively low. X also isn鈥檛 the only text-based social media platform on the block anymore.

With consumers increasingly shopping across multiple channels, Roundel, Target鈥檚 media network, offers comprehensive media solutions that connect brands with customers at every stage. By combining on-site and off-site strategies, advertisers can maximize their return on ad spend and strengthen customer relationships.

Worldwide Ad Spending Forecast 2025 (蘑菇AV subscription required). Digital Video Forecast and Trends Q1 2025 (蘑菇AV subscription required). Methodology: Data is from a January 2025 CivicScience survey. 1+ million US adults were surveyed online during October 2020-January 14, 2025. The survey was weighted to the U.S. Census ages 18+.

With ROOST setting new safety standards, advertisers must assess how well Discord can enforce brand-safe environments before scaling ad spend. Our take: Discord鈥檚 advertising playbook is unconventional but promising. Rather than opting for standard programmatic ads, Discord鈥檚 reward-based approach taps into high-engagement behaviors.

But thanks to work done by groups across the ecosystem, MFA has been forced to the outermost margins of ad spending鈥攁nd, at minimum, its share of the pie is not growing. In Q2 2024, Pixalate found that spending on likely MFA sites represented about 14% of open web programmatic spend in North America.

In 2025, RMNs that make up the long tail of ad spending will face harsh realities. Most small and midsize retailers simply lack the digital footprint necessary to generate meaningful revenues solely by monetizing their owned and operated digital channels.

However, the new tier is likely to attract more consumers and give YouTube a boost in the video-streaming landscape鈥攎eaning lost ad revenue and a potential decline in advertising spend on the platform could be offset by subscription fees.

(The delivery app is somewhat of an outlier but competes for the same consumer packaged goods ad dollars as many of the other players listed.). The depth of on-site advertising features is consistent across the board. Virtually all the players make available what are now standard retail media offerings (e.g., search and display, both managed and self-serve).

The standalone SaaS platform addresses a key pain point for brands by offering independent, unified measurement standards that enable cross-retailer visibility, accurate incremental sales attribution, and other insights to reveal the true return on investment, not just media-attributed ROAS, on ad spend, Night Market president Randy Browning said at this week鈥檚 inaugural Commerce Media Brand Summit conference

Publishers with first-party data are better positioned to capture ad dollars as ad buyers seek better ways to target and attribute. As with brands, publishers are addressing data silos with CDPs and a unified data strategy. Retail media publishers have led sellers in creating partnerships with ad tech and media to amplify their data.

Both companies have been major drivers of influencer marketing and social ad spending growth, and a pullback could throw the current trajectory off course. China-based advertisers accounted for 11% of Meta鈥檚 ad revenues, per the company鈥檚 recent earnings reports. Bank of America also estimates that Temu and Shein alone contribute as much as 2% to 4% of ad spend on Meta and Google.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

But in-store retail media spend is powering digital OOH spend, making up 15% of the channel鈥檚 ad dollars this year, per our November 2024 forecast.

Our take: With US podcast ad spending expected to reach $2.55 billion in 2025, it鈥檚 important for marketers to understand where their resources are best allocated to ensure positive results. YouTube鈥檚 podcast advantage shows that advertisers who don鈥檛 recognize podcasting as a visual medium risk falling behind competitors.