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For the second year in a row, the US CPG industry will increase its digital ad spending more slowly than most other industries. However, a major growth rebound is in the cards for 2024.

This has the potential to become a truly innovative form of advertising鈥攃ombining first-party retailer data with premium video and seamless ecommerce integration. Fast-moving consumer goods (FMCG) brands have the most to gain through shoppable media formats on CTV.

From media and entertainment slump to food falling behind in consumer packaged goods (CPG), our analyst breaks down what鈥檚 driving digital ad spend growth in 2024. 1. Breaking tradition, retail鈥檚 digital US ad spend growth (10.6%) falls below the overall growth rate of 12.6%.

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

What were the three biggest ad-related takeaways from Meta鈥檚 stellar Q2 2023 earnings report? Reels鈥� revenues, AI ad products, and a return to ad growth in Europe.

TikTok introduces Search Ads Toggle, allowing advertisers to reach high-intent users and improve RoAS: Clinique and DIBS Beauty report increased conversion rates and decreased CPA.

The context: The news comes just a few months after DoorDash added access to Max With Ads streaming service for DashPass Annual Plan members. Partnerships help broaden the scope and utility of DashPass, which should put it in a stronger position to take on Uber, as the latter offers members of its Uber One service free food delivery and discounted rides.

DoorDash鈥檚 grocery business is booming, and Instacart is leaning on advertising to tide it over as its delivery volumes are down. Perhaps taking a cue from both, Uber Eats continues to add non-restaurant delivery partners while also building out its advertising platform.

Walmart looks to make it easier for advertisers to buy its display ads: Walmart Connect鈥檚 new API should help it attract more ad dollars from smaller brands and marketplace sellers.

Digital ad spending growth in Canada continues apace, driven in large part by key industries tied most closely to the digital economy. Our rankings show that retail and CPG lead the way, while sectors like travel and automotive are still recovering from hard times during the pandemic.

New Starbucks CEO Brian Niccol has his work cut out for him: One can look to his former employer, Chipotle, to see how he can sharpen the coffee chain鈥檚 focus.

Show how competitors might be shifting their ad spend and where there might be more competition for ad space. Make the case for increasing ad spend on social. More like this:. The top social channels where consumers interact with brands. Social video ad spend increases, but growth rates stall. B2C marketers are increasingly eyeing LinkedIn. Retail and CPG advertisers are shaping social ad offerings.

Following performance measurement is the most important factor in allocating budget to retail media, according to 56% of US consumer packaged goods (CPG) manufacturers, per a December 2023 survey from Skai and Path to Purchase Institute.

Advertisers can view what revenues are generated by which ads. Sam鈥檚 Club members can add items to their carts directly from retail media ads. Advertisers can target 鈥渂rowse pages,鈥� rather than just search pages. MAP advertisers can attribute in-store purchases to search ads. The Kroger Co. Kroger will see $15.85 billion in US grocery ecommerce sales this year, according to our forecast.

In 2024, advertisers will spend $8.53 billion on ads placed within digital games, 13.4% more than in 2023. While the gaming industry does not get as much attention from marketers as connected TV (CTV) or retail media, it is in the midst of a long stretch of exceptional ad revenue growth. The $10 billion mark is not far off. In-game ads have become more attractive to major advertisers.

US CPG Industry Ad Spending 2024 (蘑菇AV subscription required). Methodology: Data is from the April 2025 ThinkNow Research "Clicks vs. Carts: 2025 Shoppers Report." 1,500 US adults ages 18+ were surveyed online during March 3-16, 2025.

Retailers must continually test and adapt their strategies to find what resonates with consumers ahead of the holidays. An extended holiday season requires a dynamic approach to promotions, while brands aiming to reach Gen Z should use creators and video ads. Here are three pieces of advice on a successful holiday ad campaign from Meta and two of its advertising partners, 鈥嬧�婳gee Beauty and AS Beauty.

CPG digital ad spending hits $48.79 billion in 2024: Its strength is driven by D2C strategies and increased search advertising.

On today's episode, we discuss whether Amazon can keep expenses down while also keeping customers happy, where the company will place its bets on grocery, and how its advertising arm has performed of late. "In Other News," we talk about why most retailers site searches aren't working and how many streaming viewers will watch ads to save a few bucks. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Zak Stambor.

Instacart鈥檚 ad growth slowed in Q4: That could create problems for the company as it relies more heavily on ads to offset softening grocery delivery demand.

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.