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This is the Q1 2025 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.

This is the Q1 2025 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.鈥�

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

The only certain thing about TikTok鈥檚 sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

The news: On Thursday, Nintendo released the Switch 2, 鈥嬧�媔ts first new console since the Nintendo Switch was launched in 2017. The handheld device comes with upgraded specs, social gaming features, and bundles with exclusive titles like Mario Kart World and Donkey Kong Bananza. It also includes GameChat, a feature that combines voice and video and lets up to 12 people chat while playing games. Our take: With a growing package of subscription perks and social hooks like GameChat, Nintendo may be taking a page from Apple鈥檚 playbook by turning its hardware into a recurring revenue engine. The Switch 2 could be a sticky ecosystem for Nintendo, even if the price goes up.

96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

This is the Q1 2025 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.鈥�

This is the Q1 2025 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.

This is the Q1 2025 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.鈥�

The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K鈥�$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing鈥攐ne defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale鈥攔egardless of whether there鈥檚 a human on camera.

The news: YouTube launched an AI search function that could streamline the content discovery journey but pose problems for smaller creators and influencers. The feature gives users a carousel of relevant videos in response to their search queries, similar to Google鈥檚 AI Overviews. Our take: With YouTube鈥檚 vast content library, AI search could help users find relevant content faster, though opacity around how its algorithm surfaces videos means creators may need to experiment with keywords and video titles to see which strategies get their content placed in AI video carousels.

Lens integration sidesteps users to search without leaving the app. It sets up future monetization even if beta excludes ads and affiliate links鈥攆or now.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are鈥攐n mobile and with creators.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube鈥檚 move positions it as a central hub for scalable, data-informed influencer marketing.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

The news: Women鈥檚 sports is continuing to grow in relevance, reaching new milestones in 2024, per research from the charity Women鈥檚 Sport Trust. Leagues like the Women鈥檚 National Basketball Association (WNBA) grew significantly across social media in the 2024 season, reaching a single-season record of nearly 2 billion video views across WNBA social media platforms鈥攎ore than quadruple the previous season. Our take: As more brands invest in women鈥檚 sports and viewership spikes, advertisers must recognize women鈥檚 sports not as a niche category only relevant for select moments, but as a critical part of a comprehensive sports marketing campaign.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.