蘑菇AV

38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to 蘑菇AV鈥檚 forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

Trump鈥檚 tariffs fuel ad industry pullback: Marketers are cutting budgets and ad growth projections fall sharply as inflation and trade uncertainty rise.

US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May 蘑菇AV forecast.

US advertisers will spend $25.9 billion on AI search ads in 2029鈥�13.6% of all search ad spending, up from just 0.7% in 2025, according to 蘑菇AV's May forecast.

In-app ads will drive US mobile ad spending past $200 billion in 2024.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

US ad spending fell 12.1% in December 2022, the sixth consecutive month in which total spending has declined, according to revised data from Standard Media Index鈥檚 US Ad Market Tracker. To no one鈥檚 surprise, inflation continues to take its toll. But things may not be as bad as we thought.

US ad spend dropped 8.0% YoY in February, according to a MediaPost analysis of Standard Media Index鈥檚 US Ad Market Tracker. That marks eight months of consecutive YoY decline as part of a trend that began in July 2022.

On today's podcast episode, we discuss how much ad spending will grow this year, whether there are more reasons to be optimistic or pessimistic about consumer spending, and what today's most interesting ad spending trends are by media and company. "In Other News," we talk about a deal to bring video ads to Spotify鈥檚 app on Roku and how Amazon's second year of streaming Thursday Night Football is going. Tune in to the discussion with our analyst Paul Verna.

After 11 months of US ad declines, Standard Media's US Ad Market Tracker showed 2.5% growth in May, signaling a potential rebound. Even with mixed signals and uncertainties, there is at last a sign of hope, our analyst Paul Verna said on a recent episode of 鈥淏ehind the Numbers.鈥�

The news: China is outpacing the US in retail media鈥檚 global rise, with nearly half of its digital ad spending now flowing through retail platforms. While Amazon still leads globally, its growth is slowing鈥攅xpected to rise just 18.6% in 2025. Meanwhile, players like Uber Eats, Meijer, and Albertsons are growing ad revenues at triple-digit rates. Our take: Retail media is becoming more fragmented and competitive. Success now requires portfolio diversification, especially as new channels鈥攍ike last-mile delivery and in-store signage鈥攇ain momentum. What began as an Amazon-centric, US-led trend is now a worldwide shift reshaping how consumers discover, consider, and buy.

With US commerce media ad spending projected to reach nearly $70 billion in 2025, understanding how to effectively operate in this space has become critical for marketers.

But a warning that price hikes will soon arrive could put a damper on ad growth in the quarters to come. US advertising spending will grow 3% in 2025 under our moderate tariff scenario鈥攖he most likely outcome as of May 12鈥檚 announcement that the US and China will institute a 90-day tariff reduction.