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Retail media will account for about 1 in 5 digital ad dollars this year. That鈥檚 about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028.

Amazon鈥檚 expansion beyond traditional product listings into streaming ads via Prime Video creates new advertising inventory that bridges entertainment and ecommerce. Expanding its video offerings allows the company to incorporate top-of-funnel brand awareness that competitors struggle to match.

What鈥檚 different this time: Prior attempts to outlaw drug advertising typically focused on the channel where most pharma D2C ad dollars go鈥攍inear TV. Pharma spent $5.15 billion on national TV ads in 2024, according to iSpot tracking data. The sector鈥檚 total outlay on D2C advertising is about $14 billion annually, per a recent CSRxP study.

Digital ad spending growth in Canada is being driven in large part by a host of industries. Our rankings show that retail and consumer packaged goods continue to have the most ad spending share.

After two weak years, the banking sector is set for an ad spending rollercoaster through 2026. To make the most of their ad dollars, banks will need to pay close attention to the specific activities consumers engage with in digital channels. Here are five charts that unpack our ad spending and time spent with media forecasts. US banking digital ad spending growth is in a honeymoon period.

We still expect gains鈥攁lbeit at a slower growth rate鈥攁cross a variety of digital metrics, including digital ad spending, retail ecommerce, and consumer engagement with digital content. This deck will:. Showcase data illustrating the present and future state of the digital economy.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

Amazon鈥攖he largest driver of spending in this channel鈥攈as recently seen modest retail media revenue growth relative to its past performance. As a result, we have revised our retail media forecast down from where it was in H1 2024.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

But on-site ad inventory is finite, and its worth to advertisers is inextricably tied to ecommerce traffic, which leaves most retailers at a disadvantage. Further adding to on-site woes, advertisers have begun to question the ROI of ads so close to the bottom of the purchase funnel. Retail media鈥檚 biggest players are maxing out their owned and operated surfaces.

This allows it to pair SmartCast viewing behavior with Walmart鈥檚 first-party shopping data. Dallaire added that Walmart is pushing the Vizio team to expand the SmartCast OS to more TV brands beyond Vizio, further extending its presence in American households. Why it matters:. It creates an end-to-end closed loop.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

Domestic retailers in smaller markets, like Canada, have been slow to develop ecommerce channels, resulting in Amazon's dominance. Canada鈥檚 lag was acute in the past decade, especially versus the US. Though domestic retail has now developed advanced ecommerce channels, Amazon鈥檚 outsize share of sales persists. Survey says: Thumbs up for retail media.

Over the past couple of years, social platforms including TikTok and Instagram have used increased ecommerce activity to nurture their own search ad offerings. But advertiser demand could wane as consumers cut back on discretionary spending. Recommendations for brands. Don鈥檛 let your brand become an afterthought.

US CPG Industry Ad Spending 2024 (Subscription required). US Retail Industry Ad Spending 2024 (Subscription required). Note: Historical digital ad spending data up to 2015 is derived from Interactive Advertising Bureau (IAB) and PwC data.