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As linear TV ad spending continues to dwindle, connected TV (CTV) is more than filling the void. The net result is healthy growth when we look at the combined TV and CTV market. Key Question: How are TV and CTV ad spending performing, and what do those trends mean for ad buyers and sellers? Key Stat: Combined spending on TV and CTV will grow by over $12 billion between 2023 and 2027.

In 2016, 34.7% of the ad spend was on desktop and laptops, and 65.3% on mobile. By 2024, 70.8% of programmatic ad spend was on mobile, with only 13.3% on desktops/laptops, and 15.9% on connected TV (CTV), according to our June forecast. Programmatic video ad spend is dominating and providing most of the total growth.

Tubi ascendant: Tubi鈥檚 strong user growth and ad spending has made it a bright spot in Fox鈥檚 portfolio. Its Super Bowl broadcast is likely to draw significant attention from cord-cutters for its free digital access, giving Fox an opportunity to onboard new viewers during the most-watched event of the year.

However, at 2.7% YoY growth, the gains paled in comparison with worldwide ad spending, which increased by 7.0% YoY in 2023, per our forecast. The share of ad spending that goes through the top agencies has been decreasing since 2019, per Advertiser Perceptions.

Show why streamlining platforms are poised to win even more ad dollars. Demonstrate what the future growth of digital versus physical retail will look like globally.

Overall, we expect off-site RMN ad spending to grow 42.1% YoY in 2025. Attracting non-endemic brands is crucial for long-term growth. As the retail media industry matures and spending from existing advertisers plateaus, RMNs are looking to non-endemic brands as a growth opportunity.

CTV's ad spend is expected to reach $33.35 billion in 2025, according to our November forecast. Social ad CPMs are rising, with TikTok coming in with the highest growth, per our Q3 2024 KPI forecast. Use this chart: Marketers can take advantage of the dip in streaming and linear TV costs to. offset the increasing cost of social ads. Related 蘑菇AV reports:.

While social claims a sizable portion of most advertisers鈥� budgets, two advertising categories鈥攔etail and CPG鈥攁re responsible for an outsized share of social ad spending in the US.

However, this is an apples-to-oranges comparison since YouTube is in a category of its own; it competes for ad dollars not only with social networks but also with streamers like Netflix. Retailers Shein and Temu are pushing up Meta鈥檚 ad prices. The pair have been spending hundreds of millions of ad dollars to reach US shoppers, boosting Meta鈥檚 bottom line and increasing rates.

Netflix exceeds Q1 forecasts with strong earnings and subscriber growth: Shifts reporting focus from subscriber numbers to revenue and engagement starting 2025.

The platform has since hemorrhaged users and ad spending: Twenty-six percent of marketers plan to cut back ad spending on X this year, per Kantar, and only 4% currently believe that X provides a safe environment for their ads. Content notes have contributed to rising misinformation on X, an issue that may now be passed down to Meta.

Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

From 2024 to 2026, FMN ad spend will grow at a breakneck 106.3% compound annual growth rate (CAGR), per our forecast. While the segment will account for only 0.4% of US digital ad spending in 2026, this growth reflects FIs鈥� eagerness to monetize their first-party data. Click here to view our full forecast for US financial media network ad spending.

US CPG Industry Ad Spend 2024 (蘑菇AV subscription required).

US Healthcare and Pharma Ad Spending 2024 (蘑菇AV subscription required). Note: Data was provided to 蘑菇AV by Comscore.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

Improving in-store attribution could be a major ad spend unlock for RMNs that sell to CPG companies. AI and commerce media are two areas ad-buyers and RMNs alike need to watch. More than half (56.5%) of RMN ad buyers already use or are piloting AI programs in media planning, with ad personalization as the most common use case.

But in-store retail media spend is powering digital OOH spend, making up 15% of the channel鈥檚 ad dollars this year, per our November 2024 forecast.

Ad spend would be transferred to Instagram Reels and YouTube Shorts, lifting prices there. A US ban could happen as early as mid-January, but as of now, marketers are operating as if it鈥檚 business as usual. Only about a third (32%) of people in the US support a government ban on the app, according to Pew Research from July/August.

The news: Record political ad spending, strong sports viewership, and streaming growth powered increased revenues and profits in Fox Corp's latest quarter. By the numbers:. Total revenues: $3.56 billion, an 11% increase YoY, beating estimates of $3.37 billion and considerably better than the previous quarter鈥檚 2% gain.

Awareness, sales lift, and incremental return on ad spend (ROAS) are the top three brand KPIs that US brand and agency marketers are prioritizing heading into 2025, according to October 2024 data from InMarket. 62% of marketers managed retail media measurement in-house in 2024, 48% used an external agency, and 34% leveraged a third-party resource, according to a survey by the Association of National Advertisers