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This industry鈥檚 share of digital spending won鈥檛 keep up with those of industries like retail and automotive, but healthcare and pharma advertisers are following consumers across digital media channels and are learning to target more carefully. Key Question: What鈥檚 the current state of healthcare and pharma digital ad spending, and what trends will affect it over the next few years?

CTV ad spending is smaller compared with other major ad formats like search, social, TV, and retail media, and we expect that to continue until at least 2027, according to our forecast. Almost 90% of CTV is transacted programmatically (i.e., sold with any amount of automation). 蘑菇AV 40% of programmatic ad spend is coming from YouTube, according to Verna. Where CTV ad dollars come from.

Social won鈥檛 get overtaken by retail media 鈥� yet. Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

Travel, retail, healthcare and pharma, and auto will all solidly outpace the national growth rate, and entertainment will just barely beat the average. Additionally, several industries that lost spending momentum in 2022 are in line for meaningful rebounds.

Retailers were the first to reach scale with CMNs, making retail the most mature vertical within the space. RMNs have achieved enormous growth and revenues: Amazon alone will capture 77.0% of US retail media ad revenues, per our forecast. Now other verticals are looking to copy retail鈥檚 playbook. FIs are getting on the bandwagon by launching FMNs.

Social search and retail media search increasingly incorporate genAI. Meta, which represents nearly three-quarters of the US social ad market, made its genAI search debut last year, with Meta AI amassing nearly 600 million monthly active users by December and getting its own app last month.

Holiday retail sales will grow much faster than full-year retail. Total retail sales during the 2024 holiday season (which we define as November and December) will reach $1.353 trillion, up 4.8% YoY, compared with 2.8% growth for full-year retail. This marks an improvement over the 2023 holidays, when sales increased 3.9% YoY. The holidays are a critical period for retail and ecommerce.

Now, mobile accounts for 31.5% of time spent and 49.3% of media ad spend, according to our forecast. What does this mean for advertisers? Shifts in ad spend need to happen quickly.

Shein claims it recorded its highest profit ever in the first half of the year. 3 retail rivalries that aren鈥檛 Amazon vs. Walmart. More Chart of the Day:. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. 9/13 - Calling on mcommerce. 9/12 - Biometrics don鈥檛 pass the trust test. 9/11 - Customer service calls.

How nonendemic brands and retail media networks should partner. Note: Travel includes airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, OTAs, travel agents, travel websites, visitor centers, car rental companies, and leisure and unmanaged business travel.

One of the main drivers is retail media, which is taking up an increasing share of ad budgets, causing smaller walled gardens to try and prop up their ad businesses by partnering with their bigger counterparts. We predict Reddit will follow in these footsteps, aligning with a bigger walled garden next year. Watch the full webinar. This was originally featured in the eMarketer Daily newsletter.

Yesterday鈥檚 Chart of the Day: The retail high road. Methodology: eMarketer estimates for US dollar ad spending include the impact of the weaker local currency in 2022 for the UK, Eurozone, Argentina, Turkey, and Russia.

These ad alliances represent a convergence of the social, creator, and retail media spaces. Creator companies have also deepened relationships with social and retail platforms. Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey.

RFK Jr.鈥檚 pharmaceutical ad ban could affect $22 billion in ad spending: A business-friendly Trump administration could hamper RFK鈥檚 plans to cut D2C advertising.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss what we are paying close attention to this holiday season, how much more the holiday season has been pulled forward, and besides being earlier than everyone else, which holiday strategies will work? Then, for "Pop-Up Rankings," we rank one projected winner and one retailer that needs help this holiday season. Join our analyst Sara Lebow as she hosts director of Briefings Jeremy Goldman and analyst Zak Stambor.

Retail Media. Retail media continues to be one of the fastest growing sectors in digital advertising, and Q2 saw competition heat up between two of its largest players: Amazon and Walmart. Amazon dominates the retail media competition by a wide margin, with a forecasted $41.95 billion in US retail media spending this year, versus $3.72 billion for Walmart.

In the next four years, only retail media鈥檚 growth will surpass CTV. 鈥淵ou put those together and you鈥檙e looking at macro trends that really focus on the collapse of the traditional funnel,鈥� said Jack Myers, media ecologist and founder of MediaVillage.

Horizon Media is hunting for acquisitions: The US agency is targeting companies in the influencer marketing and retail media sectors.

FMNs are modeled on retail media networks (RMNs) pioneered by Amazon and Walmart. But unlike RMNs, FMNs capture retailer-agnostic data鈥攁nd therefore a fuller picture of customers鈥� spending. Many FMNs are being built on top of existing reward programs and have built-in reward functionalities alongside advertising. FMNs let banks tap a lucrative advertising opportunity.

How retail media, influencer integration, and tech partnerships amplify affiliate marketing potential. More Chart of the Day:. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. 9/13 - Calling on mcommerce. 9/12 - Biometrics don鈥檛 pass the trust test.

Just as China leads the world in ecommerce as a share of overall retail, it also leads in digital advertising as a share of total media advertising. It will hold that perch for the remainder of our forecast period, although by 2027 the US will have gained on China and the UK, and all three will have a digital share in the mid-to-high 80s.

The rise of retail media is partially to blame. Retail media networks (RMNs) allow advertisers to pollinate ads across various digital storefronts, reaching broader sets of consumers. Their success is fueling a distaste for walled gardens, which can seem to restrict advertiser choice.