USdigital ad spending will surpass $452 billion by the end of 2028, per our forecast, and FMNs prime banks to capture some of that spend. That鈥檚 a compelling prize as high interest rates continue to curb banks鈥� lending profits. Click here to view our full forecast for USdigital ad spending. FMNs are starting to go mainstream.
Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.
The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth鈥攊ndicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn鈥檛 discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.
International daily active users grew 41% YoY鈥攄ouble the US rate鈥攁nd Reddit鈥檚 $78.5 million in non-US revenues represented an 82% annual gain. Reddit now supports developing communities in 13 languages.
US financial media network ad spend will soar to $1.22 billion in 2026, nearly doubling from $640 million in 2025鈥攁 66.8% compound annual growth rate (CAGR), per our May 2025 forecast.
While that rate was later eased to a still-sizable 54% earlier this month, it triggered price hikes from Shein and Temu in the US that then resulted in sales falling at both platforms. With demand cooling stateside, both ecommerce giants ramped up digital ad spend in Europe as they sought to drive growth.