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Search Ad Spending Benchmarks. Search Ad Spending. Search Ad Spending, by Device. Search Ad Spending, by Format. Search Ad Revenues, by Company. Retail Media Ad Spending Benchmarks. Retail Media Ad Spending. Retail Media Ad Spending, by Channel. Retail Media Ad Spending, by Format. Retail Media Ad Revenues, by Company. TV and CTV Ad Spending Benchmarks. Combined TV and CTV Ad Spending.

Impact of Tariffs on US Search Ad Spending. Impact of Tariffs on US Social Ad Spending. Impact of Tariffs on US CTV Ad Spending. Impact of Tariffs on US RMN Ad Spending.

Retail media search spending will reach nearly $38 billion in the US this year, according to an 蘑菇AV forecast. "Retail media's share of search ad spending is growing, but it's worth pointing out that the total pie is still getting larger. Traditional search is still forecasted to grow every year, so it's not a zero-sum game," Marzano noted. The AI wildcard: Potential disruption ahead.

Retail Media Search Ad Spending Forecast and Trends 2025(蘑菇AV subscription required).

AI will have a mixed impact overall but will likely lower search ad spending. A big wildcard is AI鈥檚 impact on ad spending. There鈥檚 no question that AI will shift ad dollars, but it remains unclear whether it will increase or decrease digital ad spending overall. Search ad spending will likely take a hit. We expect search ad spend's compound annual growth rate (CAGR) between 2025 and 2029 to be 6.8%.

Retail Media Search Ad Spending Forecast and Trends 2025 (蘑菇AV subscription required). Commerce Media Ad Spending Forecast Report 2025 (蘑菇AV subscription required).

Retail Media Search Ad Spending Forecast and Trends 2025 (蘑菇AV subscription required). Commerce Media Ad Spending Forecast Report 2025 (蘑菇AV subscription required).

Search Ad Spending, by Device鈥�. Display Ad Spending鈥�. Display Ad Spending, by Device鈥�. Display Ad Spending, by Format鈥�. UK Digital Ad Spending Benchmarks, by Channel. Digital Ad Spending, by Channel鈥�. Social Network Ad Spending鈥�. Social Network Ad Revenues, by Company鈥�. Retail Media Ad Spending鈥�. Connected TV (CTV) Ad Spending鈥�. UK Programmatic Ad Spending Benchmarks. Programmatic Ad Spending**.

Go further: Read our Retail Media Search Ad Spending Forecast and Trends 2025 report.

Google is also the top destination for search ad dollars. Google鈥檚 share of the total search ad market is declining thanks to the rise of retail media. But its share of the traditional search market (which excludes retail media search ad spending) is actually increasing, per our forecast. Perplexity is currently the only major AI-first challenger to monetize with ads.

That makes it the single most important destination for search ad dollars for advertisers, no matter their audience. Google provides consumers with a range of genAI search experiences. While competitors work to catch up in adoption, Google has fortified itself by building genAI search tools that cater to every consumer. Its slate of products include:. AIOs.

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥携别迟.

While Google will still account for 62.1% of total UK search ad spending, per our forecast, that share is declining, and revenue growth is slowing as users turn to social platforms like TikTok and AI chatbots for searches. The AI angle: Google鈥檚 AI Overviews and burgeoning AI Mode for search have attracted significant scrutiny from publishers, competitors, and now regulators.

Meanwhile, healthcare and pharma marketers shouldn鈥檛 pull back search ad spending just yet, but they鈥檒l want to closely monitor how AI changes consumer search behaviors. Go deeper: Want more healthcare benchmarking data? PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries.

We expected search ad spending to be driven primarily by retail media. And within the broader retail media advertising category, growth in the channel will outpace all others鈥攅ven amid economic turbulence.

By 2028, that figure will exceed $57 billion (58.6% of overall retail media), while retail media鈥檚 share of total search ad spending will exceed 30%. A more modest growth period now begins for search. Many RMNs generate at least a portion of their retail media revenues from search listings.

This month, TikTok rolled out advanced search offerings, giving advertisers more control over their search spend with keyword suggestions, negative keyword management, and AI-powered suggestions. 41% of Gen Z search first on social platforms first, ahead of traditional search engines (32%), chat-based AI tools (11%), and friends/family (9%), according to a May Sprout Social survey. 80% of businesses believe

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

This year, AI search ad spending will account for less than 1% of US search ad spending, according to our forecast. But spending is expected to ramp up quickly in the coming years. Why is GenAI search underrepresented in ad spending? The simplest answer is that genAI search ads are still in the nascent stages.

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?

Zooming out: We forecast that while search ad spending is increasing each year, the growth rate is declining. This could be due to stricter privacy laws and competing ad channels like social, video, and AI-driven ads. Our take: Apple鈥檚 public pivot toward AI search is a strategic realignment.

Search ad spending tends to fare better during periods of economic strain, but we expect the display/search share split to hold steady through the current turbulence. Our growth scenarios for social, retail, and CTV ad spending show a wide array of possible outcomes. Social will suffer from a decline in Chinese advertisers but could rebound quickly.

Search ad spending growth remains strong, but still lags behind display鈥檚 growth. That鈥檚 largely due to the rapid growth of video advertising. In 2025, search ad spending will grow 12.2% YoY, an increase of nearly $16 billion for a total of $144.10 billion. Search will account for 41.4% of total digital spending, more than video鈥檚 37.7% share.

In part due to this earnings season, we took our 2024 US search ad spending forecast from 11.1% to 14.5% growth as AI-integrated search rolled out faster than expected. Our 2024 US retail media forecast dropped from 26% to 20.4% due to total growth overexpectations from channel leaders.