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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.

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**.

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.

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.

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.

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.

Google will command over half (52.2%) of US search ad spending this year, per our forecast, and 26.4% of total US digital ad spending. Our take: The two antitrust rulings against Google鈥攁s well as Meta鈥檚 FTC battle鈥攕ignal that regulators want to chip away at the ad duopoly鈥檚 market power.

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

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.

Search spending is a priority in that kind of decision-making environment. Click here to view our full forecasts for US search ad spending penetration by industry and US display ad spending penetration by industry. Display is growing faster than search, but search is growing more in absolute dollars.

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.

US search ad spending will grow 12.2% this year to reach $144.1 billion, according to our November 2024 forecast. Only 20% of US consumers desire a greater use of AI-driven search engines, per a February report from adMarketplace. Use this chart: Even though the search engine landscape is seeing more competition as of late, this chart can help marketers understand that Google's reign is far from over.

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?

Amazon and Walmart are search advertising鈥檚 growth engines: The latter is a distant second to the former, accounting for nearly 4 in 10 non-Amazon retail media search ad dollars this year.

Generative AI search engine Perplexity said it will launch ads in Q4, but the platform will need to win over advertisers and convince them their search ad spend will go further than it does on Google.

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?

Meanwhile, CPG search ad spending will rise 15.7%, similarly outpacing the national growth rate for search (11.1%). That boost will amount to $2.73 billion in new search spending. The industry will also spend just over $1 billion on other digital ad formats in 2024. CPG is such a large category that even its niche digital ad spending adds up to a significant figure.

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.

However, traditional search ad spending growth will continue to be outpaced by retail media search through 2028. Click here to view our full forecast for US search ad spending, by media. Social search is also likely to attract more new ad dollars than traditional search. We expect these trends to play out on a global scale as well.

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.

Click here to view our full forecasts for US display ad spending share, by industry and US search ad spending share, by industry. Conversely, tech and media companies prefer display advertising far more than the national average:.

Social will steal a greater share of commerce and search ad spend鈥攚ith retail media and AI also set to test Google鈥檚 dominance. Additionally, digital video viewing will overtake traditional for the first time. GenAI will unlock economic and business growth. GenAI has the potential to transform the UK economy.