蘑菇AV

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

Latin America is taking its cues from China, not the US. Increased investments from Chinese companies into the regional economy have diminished the US鈥檚 historically influential role as an innovation leader. This paradigm shift has given China a stronger foothold in swaying people鈥檚 digital behaviors in its favor.

Linear TV ad spending is dropping faster than expected. In 2023, TV advertising will fall by 9.4% YoY to $60.38 billion. There will be a fractional increase in 2024 due to political advertising, but it will be smaller than typical presidential election year bumps because of lingering effects of the actors鈥� and writers鈥� strikes. After 2024, linear TV ad spending will fall every year through 2027.

We forecast programmatic display ad spending for six major markets: Canada, China, France, Germany, the UK, and the US. Programmatic display ad spending will grow the fastest in Western European countries this year. These markets are regaining momentum after inflation and an energy crisis depressed ad spending growth in 2022 and 2023.

YouTube ad growth is strong, but concentrated funding and economic uncertainty mean only the most distinct startups may thrive.

This could be critical ahead of an expected pullback in digital ad spending from Chinese retailers like Temu and Shein due to tariffs. Adding another Meta platform for advertisers could cushion revenue losses on Facebook or Instagram. Yes, but: The app could face hurdles with users and connectivity.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

That鈥檚 more than double the increase we鈥檒l see in Canada, China, France, Germany, and the UK combined. While there鈥檚 growth across the board in the global programmatic market, rates are tied to total ad spending outlays in each country:. Canada is funneling ad dollars into video and connected TV (CTV). This, in turn, drives strong growth in programmatic display, as is the case in the US.

The US and China drive these numbers and will determine if a rebound is coming. China鈥檚 ecommerce stumble has been the largest factor in the worldwide ecommerce sales growth slump. China鈥檚 digital ad industry quickly followed its digital consumers into the deep freeze. The same happened in the US to a lesser extent, and the US ad spending malaise has similarly constrained the worldwide figures.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Behind the numbers: The survey highlighted deep concerns among Americans about China's global influence, as US-China relations have reached their lowest point in decades. 60% of Americans believe China is gaining an economic advantage over the US by spying on American companies. 56% think China is gaining a military advantage by spying on the US government.

Will TikTok鈥檚 China ties stymie its progress in US? Legislative and regulatory suspicions and scrutiny pile up even as the app gains favor with marketers and users.

TikTok's privacy debacle deepens: Internal documents reveal ByteDance employees have been sharing user data on internal platform Lark, undermining the company's claims of robust security measures and stirring fresh concerns about potential security risks and ties to China