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Spending on linear TV, radio, print, and out-of-home (OOH) will increase by 2.2% globally this year, and the format鈥檚 trajectory is heading slowly upward after 2020鈥檚 calamitous drop. Traditional media ad spending will reattain the $300 billion milestone by 2028鈥攏early matching its 2019 level. Retail media is booming worldwide, though the US and China account for 80% of spending.

Reality: Retail media advertising is moving up the funnel and increasingly off-site, as inventory leveraging retail media data increases in channels like connected TV and out-of-home.

In 2024, digital out-of-home (DOOH) will account for nearly 70% of total out-of-home (OOH) ad spend in the UK. Retailers are expanding their already extensive digital screen networks and leveraging loyalty data to create contextualized, engaging, and targeted retail media opportunities in their stores. The future of DOOH is programmatic.

Gaming is up, but marketers must pick their spots: Most casual gamers ignore ads, but players in story-driven and open-world titles are more likely to engage.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

ByteDance鈥檚 public appeal: While Oracle emerges as the frontrunner for a US TikTok deal, the platform鈥檚 new PR push highlights small business success stories.

Out-of-Home Forecast and Trends 2024 (蘑菇AV subscription required). US CPG Industry Ad Spend 2024 (蘑菇AV subscription required).

With its latest global campaign, Puma aims to engage a new generation of consumers by tapping into the emotional and social aspects of athletics.

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

The traditional landscape of print, TV, radio, and out-of-home (OOH) ads has expanded to include social media, CTV, creator-driven activations, live-streamed events, and so much more.

Space economy expansion sparks ad concerns: Visible space ads could disrupt celestial studies and humanity's connection to the night sky.

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.