This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.
Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.
Temu pulls its Google Shopping ads: The escalating US-China trade war puts the company鈥檚 business model at risk and threatens ad giants like Meta and Google.
With Amazon accounting for 76.7% of the US retail media industry鈥檚 $60.81 billion in ad spend, smaller retail media networks (RMNs) have to innovate to differentiate themselves in the longtail of the marketplace.
Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.
The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.
The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.