蘑菇AV

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Instagram introduces Testimonials: The addition to Partnership Ads lets creators get paid for sponsored comments to boost Instagram鈥檚 influencer marketing ecosystem.

鈥淎ffiliate, to my mind, is one of the most under-discussed and underappreciated spending areas in media and 补诲惫别谤迟颈蝉颈苍驳,鈥� our analyst Max Willens said on a recent 蘑菇AV webinar. US affiliate marketing spend will reach $10.72 billion this year and drive $307.27 billion in ecommerce, per our forecast. Driving that spend is a persistently value-conscious consumer, a growing creator economy, and a pivot to publishers with first-party data. Here are five factors contributing to affiliate marketing鈥檚 success.

In smaller ad markets around the world, domestic publishers have a hard time competing against the global giants. But鈥檚 that鈥檚 slowly changing as media buyers in Canada are increasing their local media buying. Canada鈥檚 digital ad market will hit a milestone in 2025. Digital鈥檚 share of advertising will account for more than three-quarters of total ad expenditures in 2025.

High-visibility use cases will create new advertising formats that blend digital interactions with physical spaces. This will fundamentally change how consumers interact with brands. Ad-supported genAI search will beat subscription models, benefiting Google. Free AI search drives higher engagement and revenues.

In 2025, there will be a stronger focus on performance marketing as advertisers seek to prove their efforts are worth the investment.

Click here to view our full forecast for US TikTok ad revenues. TikTok is still the king of time spent鈥攆or now. TikTok users spend a lot of time on the app. We expect them to spend nearly an hour (52 minutes) on average per day on the app in 2025. Compared with other social networks, Instagram comes in a far second at 35 minutes.

Consumers are fairly good at ignoring or tuning out ads. But they are very aware when ads target them based on their online activity. However, that knowledge does not automatically result in a more negative perception of the ads themselves.

Banks are experimenting with emerging technologies and business models to find new revenue streams. But stepping outside traditional banking molds introduces more business, reputational, and regulatory risk.

驰辞耻罢耻产别鈥檚 ad revenue sharing program, including on Shorts, is much more robust than that of Instagram: YouTube pays out 45% of ad revenues to Shorts creators who participate in the YouTube Partner Program and said that over 25% of Shorts creators were making money as of March 2024. Snapchat could also be a strong contender for large creators, thanks to its Snap Stars monetization program.

Revenues: $741 million, up 22% but below the company鈥檚 guidance of $756 million. Adjusted EBITDA: $350 million, up 47% but below guidance of $363 million. Earnings per share: $0.36, below expectations of $0.57. TTD鈥檚 results were a startling miss for a company that had become an ad industry and stock market darling鈥攑articularly during the ad-filled holiday season.

Amazon expands Prime Video鈥檚 sports portfolio with NBA deal: The addition will boost its live sports offering and create new opportunities for advertisers to run cross-league campaigns.

鈥淒aily Listen鈥� creates bite-size AI-generated podcasts from user history but could generate biased summaries and cut into publishers鈥� revenues.

Retail spending on ads is coming off an enormous growth spurt. Retailers鈥� total media ad spending will surpass $100 billion in 2024 for the first time, nearly double the $51.66 billion spent in 2019.

These innovations in video generation come at an opportune time鈥�61% of B2B marketers worldwide plan to increase their spending on videos this year, per CMI. Our take: Major brands like Dentsu, Gatorade, and Stagwell are already testing Firefly, signaling wider enterprise adoption.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.