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

Use this chart: Marketers can use this chart to plan where to pull back ad spend, but they should also use it to understand where they might keep spending. Platforms can use this chart to make the case for new incentives for tariff-conscious ad buyers. Related 蘑菇AV reports:. Impact of Tariffs on US Businesses.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

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.

Between the lines: As tariffs threaten ad budgets, it鈥檚 crucial for advertisers to prove the worth of their retail media campaigns. 94% of advertisers are concerned about the impact of tariffs on ad spending, according to a recent survey from the IAB.

In March, Meta rolled out new carousel ads that drive both ecommerce and in-store purchases, with early tests showing a 21% higher incremental return on ad spend compared to ecommerce-only formats, Meta鈥檚 group lead for retail and ecommerce Karin Tracy told Adweek. Why it matters: Meta is chasing retail media, a fast-growing category with US spending projected to rise 18% in 2025 and 16.8% in 2026.

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?

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.

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.

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.

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.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

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.

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.

YouTube has plenty of emerging challengers and will have to fight to keep its spot at the top of the digital video world, but its ability to skirt regulatory penalties and attract a hefty flow of advertising spending has it set up to remain the dominant video platform for years to come.

It also bodes well for the company鈥檚 marketing and advertising growth through new device and market segments. The Android Show will highlight the expansion from smartphones to wearables, cars, and TVs and as a conduit for Gemini鈥檚 AI features.

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.

While travel media networks aren鈥檛 new鈥擬arriott has had one for years鈥攖he burgeoning commerce media landscape is ripe for travel and hospitality brands to secure their share of ad dollars.

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.