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.
USad spend on financial media networks (FMNs) will more than double in 2025 and again in 2026. But with just $710 million projected in USad spend in 2025, per June 2024 蘑菇AV forecast, FMN ad spend will be 18 times smaller than retail media network (RMN) ad spend.
Yes, but: While desktop and laptop ad spending is growing, now might be a tricky time for HP to go full-steam ahead on ads. USad growth is slowing in reaction to broader economic uncertainty, with most advertisers planning to cut back in the upcoming quarter. A massive 54% of global advertisers are planning to reduce ad spending this year.
Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.
USAd Spending by Industry 2024 (蘑菇AV subscription required). Note: Respondents were asked, "Which of the following are the most effective interactive elements to use in emails?". Methodology: Data is from the June 2025 Litmus "The State of Email 2025 Report." 692 marketing professionals from Australia, Canada, Ireland, the UK, and the US were surveyed during December 30, 2024-January 16, 2025.
This first-of-its-kind report compares and contrasts our USad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.
With origins in performance advertising and a focus on efficiency, retail media is likely to remain resilient, even amid an economic upheaval exacerbated by US tariffs. However, impacts won鈥檛 be evenly felt, leaving some players better positioned to withstand headwinds.