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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.

Better measurement would unlock more ad spend across channels, but marketers are still scrambling to determine the best identity solutions. 5. B2B faces unique challenges. B2B marketers struggle to replace third-party data because they鈥檙e less likely to have their own data.

Keeping it professional for B2B customers: Lowe鈥檚 and The Home Depot both expanded their professional loyalty programs earlier this year, with Lowe鈥檚 introducing MVPs Pro Rewards and The Home Depot expanding Pro Xtra. The new tiers and a training program to address the US labor shortage focus on fostering relationships with contractors and construction businesses.

Hard times ahead for D2C healthcare marketers: We unpack Rock Health鈥檚 2022 investment report and what the dropoff in funding means for consumer-focused healthcare brands.

Email is a leading marketing tactic for B2B. Some 36% of B2B professionals use email for B2B marketing, more than have implemented paid social, virtual events, and video marketing, according to Sagefrog. Despite its popularity, email marketing will account for just 0.2% of US digital ad spend this year, for a total of $667.3 million, according to our forecast.

This includes challenger brands focused on growth, B2B companies, and brands that have dedicated part of their budget to performance marketing channels like paid search and social. The majority of advertisers on the MNTN platform are first-time TV advertisers. They see an opportunity to drive performance metrics like return on ad spend and cost per acquisition just like they would on paid social.

Comparing return on ad spend (ROAS) and cost per acquisition across channels helps justify influencer spend and satisfies C-suite expectations. Evaluate influencers based on brand alignment, not just reach. Creators who naturally fit the brand voice and values tend to deliver stronger engagement and long-term audience trust.

Walmart looks to carve out a share of the $1.857 trillion B2B ecommerce market. 5 things to know about Prime Day shoppers. More Chart of the Day:. 7/24 - Peak TV. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads.

Disruption could be greatest for healthcare and B2B tech. On May 30, 2024, AI Overviews were shown for almost two-thirds (63%) of healthcare-related queries and nearly a third (32%) of B2B tech searches, according to BrightEdge. But they were shown in virtually none of the restaurant- and travel-related queries.

For searches in categories where subject area expertise is valued鈥攕uch as healthcare, education, and B2B technology鈥擥oogle has added AIO to most result pages. In May, only healthcare-related search had AIO in the majority of results. Even when an AIO result includes a link, a May report by the Growth Memo found that it produced 8.9% fewer clicks.

US social video spend is still growing, reaching 45.2% of total digital video ad spend, or $48.89 billion, this year, per our March 2024 forecast. But that share growth is slowing, with rates increasing just 1% between 2024 and 2026.

That has a major impact on B2B advertisers in particular, who tend to buy on news media, Kohl said. Ads aired next to misinformation and disinformation are a risk for brand safety, which Zucker believes could curtail the usual surge in advertising on news platforms. 鈥淭his year, I think people are really worried about brand safety when it comes to the news environment,鈥� she said. 3.

B2B influencer marketing will surge. Expect some companies to put guardrails around employee content creation. But the growing number of independent experts and creator CEOs will prop up supply and demand. Every platform will be an influencer marketing platform.

In fact, in 2025, we expect social video ad spending in the US to surpass linear TV ad spending, indicating that advertisers are catching up to consumers in terms of where they are spending their time. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Nearly one-third of B2B marketers (31%) reported using AI for chatbots, coding, and design, per a November Sagefrog Marketing Group survey. In a January Ascend2 survey, personalization (38%), ad optimization (34%), and customer service chatbots (31%) ranked as the highest use cases for AI.

On today鈥檚 special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of 蘑菇AV鈥檚 The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

A large majority of Linkedin鈥檚 top 100 B2B creators are male. True. Male creators make up the majority (72.9%) of Linkedin鈥檚 top 100 B2B accounts, while women only make up 27.1%, according to an Influencer Marketing Factory study. May 12, 2025. Which of the following brands recently launched an ad campaign that emphasizes grandmotherly wisdom over AI?

Amazon Prime Video reshapes ad-supported streaming landscape, fuels 20% ad growth in Q2. Prime Video gives Amazon continued momentum in advertising as high-profile sports deals bring opportunities to go after big-brand ad dollars.

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

It鈥檚 unique among automated clearing house (ACH) networks for offering 24/7 processing across a gamut of use cases and all major payment flows, from peer-to-peer to point-of-sale to B2B. And discounts that will carry into 2024 make its ultracompetitive transaction pricing even more enticing to merchants and businesses.

Where a AWS is really, it's a B2B product that they're selling to businesses, the advertising business and the health of the advertising business is very much dependent on the continued success of its e-commerce sales.

It's worth noting that if you look at this market in terms of like B2B publishers, if you are a B2B company that has a product that you're selling for let's say $120,000, you want a very vetted customer coming to you.

Even when you can compare it to TV this year, which is boosted by political ad spending and the Olympics, it's still growing faster. Marcus (14:56):. Yep. Yep. 蘑菇AV 5% TV, just keeping its head above water because of some of these big events that are taking place every two years.

Anyway, today's real topic, Meta's ad growth and how it's letting it spend big on artificial intelligence. (02:54):. In today's episode, first, only, we're just talking about Meta. There is no first. Meta, and last meta. Okay, let's do it. (03:02):. Jasmine, we're off to a flying start. We start with how much money Meta is making. We're playing Slice of Pie for this.