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Search advertising inventory and retail media traffic may dip. This may not doom search engine advertising, but it will increase competition for premium ads adjacent to answers. Some large retail platforms may also benefit from a powerful on-site agent. Creators will probably gain in importance. As agents reduce happenstance discovery, creators will become more important curators of products.

Brands are targeting shoppers with search ads on social. TikTok launched Search Ads Toggle in October 2023, enabling brands to serve ads alongside organic search results from relevant user queries. Instagram is also testing search ads in the US and is planning a global rollout. Entertaining content is more important than influencer endorsements. Social commerce is a form of 鈥渟hoppertainment.鈥�

Marketing channels: Search advertising has a higher cost than affiliate marketing, paid social, or email marketing. But they each have different advantages and reach. Conversion events: Approvals are the most common conversion event in the financial industry, but there are several layers that contribute to this event鈥檚 cost鈥攕uch as applications, qualified leads, and funded loans.

We forecast that Google鈥檚 worldwide search ad revenues will total $175.11 billion this year, accounting for 55.3% of total search ad spending. Microsoft, by comparison, will have worldwide search ad revenues of $9.21 billion, or just under 3% of total search ad spend. That gap emphasizes just how big of a lead Google has over competitors after several decades of being synonymous with internet search.

However, the recent rollout of TikTok Search Ads Campaign and TikTok Shop in both markets stands to divert a growing share of ad budgets away from Meta as brands look to tap into users鈥� high-intent search behaviors and reach motivated shoppers. User behavior will underpin ongoing social ad spending.

Walmart already offers a similar API for selling search ads. The launch is part of Walmart Connect鈥檚 strategy to streamline the ad-buying process to spur smaller brands and marketplace sellers to advertise on its platform. The context: Walmart is following Amazon鈥檚 lead in partnering with ad tech firms to automate retail media buying.

Google accounts for the highest share of US search ad revenues (52.0%), followed by Amazon (22.1%), per our forecast. Though ChatGPT does not yet serve ads, it鈥檚 influencing how marketers think about SEO. Key stat: Despite ChatGPT鈥檚 rise, Google is still the king of search. Google processes more than 5 trillion searches per year, according to the giant.

Google鈥檚 share of search ad revenues has been declining, but the tech giant will still account for about half of the market in 2024. Retail media is the fastest-growing major ad channel we track, and it will continue outpacing all others every year through 2028. In 2025, retail media ad spending will surpass traditional TV ad spending for the first time.

Search advertising is key for two industries, while the rest prefer display. US digital advertising is display-centric overall, and most industries mimic that trend. In 2024, 56.8% of all digital ad spending will go to display, with 41.2% going to search and the remaining sliver to lead generation, email marketing, classifieds, and mobile messaging.

Search advertising is an enormous force in digital advertising. Search accounts for $276.1 billion (40.8%) of the $676.9 billion global digital advertising market. Google represents the lion鈥檚 share of search advertising, with expected 2024 search ad revenues of $156.26 billion. Microsoft, the second-largest search advertising company, will bring in $6.69 billion by comparison.

Marketing technology and direct marketing were two of the top investment priorities for US B2B marketers in 2024, while SEO and market research were two of the bottom, according to July 2024 data from Sagefrog Marketing Group.

Healthcare and pharma skews far more toward search advertising vs. social media and display. Search will account for 56.2% of healthcare and pharma digital ad spend this year鈥擭o. 2 among all industries we forecast, behind only travel. Total search spend will reach $12.42 billion in 2024, the fourth highest across all the sectors we cover. Spending is up 10.7% YoY and over 179% since 2018.

Brands want to align their retail dollars with more creative messaging opposed to strictly product search ads, and marketers on the influencer side have a chance to break out of their siloes and scale their programs, said Enberg. This convergence would be a 鈥渨in-win for influencer marketing and retail media,鈥� she said.

This news coincides with Google鈥檚 announcement that it is expanding Demand Gen to include inventory from Google Display Network, a hub for websites, videos, and apps where brands can purchase ads.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

鈥淭丑别 search advertising system went haywire because it ceased becoming additive, and it became an extractive ad product,鈥� he said. 鈥淎nd now it鈥檚 being brought into a commerce experience.鈥�. Morrissey鈥檚 primary concern is the conflict between commerce and media interests in sponsored search ads.

Search ads and retail media to aid Western Europe advertisers: Economic uncertainty to bolster use of ad channels that can deliver solid returns in 2023.

The US financial services industry will spend $15.91 billion on search ads in 2024. That鈥檚 a 16.8% increase YoY, per our forecast. Financial services firms will also allocate a slightly above-average share of their total digital ad spend (43.9%) to search versus industries overall (41.2%). Click here to view our full forecast for US financial services industry search ad spending.

Google has room to negotiate: The search giant accounts for more than 90% of all general search queries in the UK, and more than 200,000 advertisers in the country use the firm鈥檚 search advertising tools, according to the CMA. Its position as a major driver of ad profits gives Google leverage in negotiating with the CMA to avoid bans or fines.

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.

This shift could have major implications for search advertising, potentially requiring marketers to adapt their strategies for conversational, multimodal search queries. As voice assistants proliferate, marketers must adapt strategies.

It will rake in nearly $24.54 billion in search ad revenues this year, making its search ad business more than 12 times bigger than that of Walmart, the next largest player in retail media search. Walmart is still one to watch.

A large portion of the remainder of search ad revenues will go to retail media networks, primarily Amazon鈥檚. By media: Social network mobile advertising will grow quickly thanks to the rapid growth of video ads. In our limited tariff scenario, social media mobile ad spending will reach $98.45 billion in 2025, a 12.9% YoY increase.