蘑菇AV

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

A hurting US ad market is showing signs of recovery. Our forecast predicts 3.8% growth in overalUS media ad spend this year, for a total of $353.86 billion. Magna upped its US ad spend forecast for 2023 YoY growth from 4.2% to 5.2% in September. And in August, the US ad market achieved two consecutive months of growth for the first time since last June.

Our forecast data reveals a mismatch between marketers who have been quick to transition to digital platforms, and consumers who are still spending time on traditional media like TV, newspapers, and radio. This year, 74.6% of all US ad spending will go toward digital media, while US adults will only spend 62.1% of their daily media time with digital, according to our forecast.

With $9.15 billion in US ad spending going to OOH advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

Even as TikTok ad revenues tick up, Meta will still account for 75.0% US ad dollars spent on social media this year, according to our forecast.

Publicis wins Coca-Cola鈥檚 US media business: WPP loses the $785 million account as Coca-Cola separates creative and media.

But a warning that price hikes will soon arrive could put a damper on ad growth in the quarters to come. US advertising spending will grow 3% in 2025 under our moderate tariff scenario鈥攖he most likely outcome as of May 12鈥檚 announcement that the US and China will institute a 90-day tariff reduction.

Key Stat: Depending on their severity, tariffs could wipe out as much as $28 billion from the US advertising ecosystem this year alone, per our forecasts. Executive Summary. Tariffs are driving a sharp slowdown in US advertising growth. Widespread concern over Trump鈥檚 sweeping trade policies has led to downgraded 2025 ad spend forecasts, with nearly half of advertisers planning budget cuts.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

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?

Digital ad spending in the payments industry is set to surge as consumers start to get through the financial headwinds of the past few years. We look at where payment providers should focus their ad spend to maximize returns.

US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 蘑菇AV forecast.