蘑菇AV

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥攜et.

Organizations will prioritize governance in 2025 as they ramp up genAI investments in pursuit of business transformation.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what鈥檚 next for search, social, streaming, and retail media.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

The No. 1 change B2B tech buyers want is pricing transparency from vendors, as cited by 45% worldwide, per January data from TrustRadius.

US advertisers will spend 82% of their media budget on digital in 2025, and allocate 66% of that budget to mobile, per a March 蘑菇AV forecast.

Creative pros are building AI-powered workflows, not just experimenting: 80% use genAI, and 40% run full-stack with it, showing adoption is strategic鈥攏ot trendy鈥攁cross text, audio, image, and video

Lacking organic traffic, several publishers have moved to offer paid campaigns in the form of search engine marketing or trademark plus campaigns鈥攚hen a publisher works with a brand to create content that uses keywords the advertiser wants to rank highly on. That has concentrated more power in the hands of agencies.

Retail media鈥檚 growth will continue to be fueled by two complementary advertiser needs: the need for measurable sales, and the need for privacy-compliant data that can be used to reach consumers at the top or middle of the purchase funnel.

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

As AI search gains traction, Apple hints it won鈥檛 stay Google鈥檚 passive partner鈥攑otentially redrawing the future of search, ads, and browser dominance.

GenAI has already transformed ad targeting by making it easier to find the right people in the right places with the right content. This report explains which use cases are most impactful and easiest to implement.

The trend: From insight generation and content creation to media placement and regulatory reviews, generative AI (genAI) is becoming more connected to every part of pharma marketing. Our take: The tech is helping pharma marketers and ad agencies create more personalized ads and better predict ad performance鈥攂ut overall, genAI usage is still pretty nascent in the industry.

The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.

Healthcare providers ages 50-70 are the most avid digital enthusiasts: HCPs are leaning into digital channels, but adoption varies among age cohorts. We dig into which digital channels they prefer, and implications for pharma companies looking to engage with HCPs.

Believe it or not, the year is already halfway over. For advertisers, it's been a whirlwind with economic upheaval, massive AI adoption, Google upending search, and working hard to understand Gen Z. Oh, and remember when TikTok went dark for a weekend?

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here鈥檚 how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

This is the Q1 2025 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.鈥�