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Nearly 80% of US RMN ad spend will go toward on-site ads next year, per our forecast. However, off-site鈥檚 share of total ad spend will grow over the next few years. 3. Proving, optimizing ROI is crucial for continued marketer investment.

Zooming out: Universal Ads meets a desire both from small businesses to reach streaming audiences as well as an ad industrywide push to open doors for small- to midsize business ad spending. Ad product launches throughout 2024 signaled that advertising platforms of all sizes were looking to attract small business spending as competition for big-budget brands heats up.

In fact, brands are increasingly putting advertising spend behind influencer content via tactics like boosting and paid ad formats. So it鈥檚 likely that social ad spend is absorbing influencer budgets as well. Marketers are tapping influencers for campaigns outside of social media. They鈥檙e incorporating them into aspects of their campaigns like connected TV (CTV) and out-of-home (OOH).

RMNs that make up the long tail of ad spending will face the harsh reality that they lack the digital footprints necessary to generate meaningful revenues solely by monetizing their owned and operated digital channels. Resource-strapped advertisers will consolidate RMN spending across fewer networks. Retailers that fail to act decisively will be left further behind.

Ad spend on financial media networks in the US will approximately double both this year and next year, per our June 2024 forecast. Still, ad spend will remain under $1 billion as financial services figure out how to make the most of their first-party data. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

Diverging strategies: Traditional US automotive ad spending is projected to decline steadily between 2022 and 2026. In 2024 alone, traditional ad spend will drop by 8.6%, following a 1.9% decline in 2023 and a 6% fall expected in 2026. In contrast, digital ad spending for the auto industry is seeing consistent growth.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout鈥檚 research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

Shake Shack is also building excitement and awareness around its brand by boosting its advertising spend and introducing limited-time offerings like a black truffle burger. Those efforts aim to ensure Shake Shack preserves its status as a premium brand.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

Microsoft met expectations, but the bigger questions鈥擜I competition, ad growth, and cloud momentum鈥攚ill determine whether it stays ahead or starts playing defense.

But while Instagram will see $35.16 billion in US ad revenues in 2025, podcast ad spend will total less than one-tenth of that, at $2.55 billion. Podcasts accounted for 4.8% of US time spent with digital media in 2024, but made up just 0.8% of digital ad spend, per our June 2024 forecast. And while time spent listening to podcasts will increase, ad spend will remain the same and then decrease.

Even an influx of new RMNs will not chip away at the share of ad spending allocated to the top two powerhouses. Amazon and Walmart combined will gobble up more than 84% of all retail media ad spending in 2025, representing a pervasive and unyielding dominance within the channel. The share of ad spending allocated to all other RMNs increased by less than 1 percentage point between 2019 and 2024.

Brands are diversifying their ad spend by investing in Reels and Shorts, reducing their dependency on TikTok. Yet TikTok鈥檚 engagement metrics, ad performance, and reach make it difficult for advertisers to justify pulling out, especially without a compelling reason.