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In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

This lack of visibility can ultimately lead to wasted ad dollars. Transparency on where your ads are running (39%) and difficulty managing ad frequency across publishers and platforms (37%) are top connected TV (CTV) concerns among advertisers worldwide, per an April 2024 Advertiser Perceptions survey.

Costco鈥檚 fundamentals also provide a strong foundation for ad growth. In its most recent fiscal quarter, the company reported an 8% YoY sales increase. Unpredictable tariff policy and economic pressures may drive more consumers to Costco鈥檚 value-focused model for features like discounted gas.

鈥淟ilo鈥� maintained a moderate ad spend of $12.1 million, accumulating 4,040 airings and 2.4 billion impressions. The nostalgia bet: The success of both films goes beyond marketing budgets鈥攊t stems from the power of familiarity. 鈥淟ilo & Stitch鈥� thrived specifically because older viewers are already familiar with the property, allowing Disney to draw in massive audiences based on nostalgia alone.

Prime Video鈥檚 ad model positions Amazon against Netflix: Targeted ads and competitive pricing drive substantial revenue growth in the streaming market.

Tariffs and related market turmoil could also threaten brand partnerships and drive US social network ad spending growth down 10% this year, crafting a storm of uncertainty. Short-form benefits: Longer-form video content can be more expensive to produce, requiring more resources and often needing multiple episodes to gain user attention.

CFO Hugh Johnston reported that ESPN's US ad revenues rose 22% last quarter, even as ad dollars for entertainment content declined by nearly 10%. At the same time, YouTube has rapidly scaled its sports ambitions:. It now holds exclusive rights to stream the NFL's international kickoff in Brazil and leads all platforms in TV viewing time.

After 10 months of ad spending slowdowns, the ad industry has changed: The industry is still growing, but major shifts have advertisers worried.

Marketers may be nervous about increasing advertising spend in an unstable economic climate, but doing so can be a strategic move given that recessions are often followed by periods of prosperity and growth.

Advertisers are being forced to think beyond return on ad spend (ROAS). Because most retail media advertisers began by buying search ads, many evaluate spending by looking at ROAS. But as retail media diversifies beyond lower-funnel activations, brands will have to get comfortable incorporating awareness metrics such as brand fit and reach into their measurement strategies.

As AI makes moderation and vetting exponentially harder, advertisers will demand transparency and safeguards from platforms鈥攁nd ensure they understand moderation processes鈥攂efore risking brand exposure through ad spend.

The decline in main media spend reflects pressure to deliver results immediately鈥攂ut as Dan Gee of Media Futures Market noted, balance is key. Brands that neglect long-term brand building in favor of performance-only tactics may struggle to maintain relevance. Even as overall budgets dip, AI and personalization are emerging as bright spots.

On today's podcast episode, we discuss where ad dollars outweigh time spent with media, where time outweighs the ad dollars, and where the two are most closely aligned. Tune in to the discussion with host Marcus Johnson and forecasting writer Ethan Cramer-Flood.

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

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

This could direct more advertisers towards paid Google ad placements to recover lost organic traffic, forcing brands to increase ad spend with Google to maintain visibility. This strengthens antitrust arguments that Google wields its search power to entrench its ad tech dominance.

This adds a level of ROAS [return on ad spend] precision they can't achieve in other channels.". Here are three reasons marketers should embrace the affiliate space:. 1. Affiliate marketing delivers full-funnel impact. While affiliate is a performance channel, its value isn't limited to the bottom of the funnel.