蘑菇AV

Nearly every industry vertical we track outperformed our spending expectations last year, and most will see growth accelerate in 2024.

Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

As 2023 comes to an end, this is the data you need to kick-start 2024.

Brazil鈥檚 ad market grew nearly twice as fast as the US last year: Advertisers seek expansion in high-growth LATAM region.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

Meta鈥檚 digital ad revenue growth has exceeded that of Pinterest and Snap for the fourth consecutive quarter in Q2 2024, according to the company鈥檚 earnings.

Drugmakers have already been growing their digital ad spending over the years: We forecast that pharma companies will spend just over $20 billion on online marketing in 2025. Editor鈥檚 note: This article is part of a series on how the incoming Trump administration will affect key sectors of retail, marketing, tech, and finance.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.

Amid shifting consumer priorities, competitive promotional activity, and an unusual calendar, brands and retailers must fine-tune their holiday 2024 marketing strategies to maximize sales during this critical period.

Although the growth rate has slowed since its heyday鈥攚hich was as early as 2007, when Alibaba introduced its main advertising platform, Alimama鈥攔etail media ad spending will continue to play a crucial role in driving digital ad spending in China. It will contribute to 53.7% of the increase from 2024 to 2028. Click here to view our full forecast for retail media ad spending in China.

Click here to view our full forecasts for retail media ad spending and digital ad spending in the US. By 2027, the majority of incremental dollars spent on digital advertising will come from retail media. Retail media鈥檚 share of incremental spending in digital advertising will increase to 60% in 2028.

The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.