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.

The majority (80.9%) of worldwide retail media ad spend will take place in China and the US this year, according to a March 2025 蘑菇AV forecast.

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.

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

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.

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.

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�

In response to the shifting advertising landscape, we鈥檝e cut over $5 billion from our US ad spend forecast for 2023, placing it at $278.59 billion. Why the downgrade? Well, for one, last year鈥檚 macroeconomic factors are spilling over into this year. And while that may resolve itself in time, there鈥檚 another, more permanent issue advertising is facing: privacy changes.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.