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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.

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.

A competitive ecommerce market has propelled retail digital ad spending to the top of the rankings. Digital ad spending overtook traditional in France in 2022 for the first time. Retail has led the way, though. Domestic retail brands like Carrefour and E.Leclerc have been growing their digital presence for many years.

This deck provides an in-depth analysis of the home furnishings sector in ecommerce, including forecasts for sales growth, digital ad spending, and KPIs. It also highlights consumer shopping behaviors, spending trends, and the growing influence of social media.

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.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

With Amazon accounting for 76.7% of the US retail media industry鈥檚 $60.81 billion in ad spend, smaller retail media networks (RMNs) have to innovate to differentiate themselves in the longtail of the marketplace.

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.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

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.

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.

Any loss of Walmart鈥檚 shopper-data-driven demand could hinder TTD鈥檚 ability to gain share in a DSP sector increasingly shaped by first-party data access. The response: TTD said it still gets the same volume of Walmart shopper data through the Walmart DSP, though it declined to share timeline or contract details.

Our first-ever worldwide forecast for retail media ad spending shows enduring momentum and lots of good news for Amazon and other ecommerce platforms around the world.

Commerce media is expanding in terms of numbers of players, but ad spend patterns remain the same.

The UK is only behind China when it comes to retail ecommerce as a proportion of total retail sales. That鈥檚 why retail will be 拢1.98 billion ($2.46 billion) ahead of the pack when it comes to digital ad spending, at 拢6.74 billion ($8.38 billion). Digital growth in other industries is affecting retail鈥檚 market share, though.

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.

The ecommerce giant has led the market in France and the UK, too, but more substantially in Germany; in terms of retail ecommerce sales in 2024, for example, Amazon will account for 45.1% of the total, versus just 24.1% and 24.8% in France and the UK, respectively.

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.

This is the first 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.

China's ecommerce disruptors face major challenges. The prediction that Chinese e-commerce platforms would face disruption has proven accurate, though for more severe reasons than anticipated. "When we wrote this trend, we were leaning into the tax loophole," said Davidkhanian.