Key stat: Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

• Social media will maintain its position as second-biggest ad channel through 2027, though not by much.
• Retail media ad spend is growing faster than either search or social, per our forecast.
• The battle for second may come down to which channel can grab more dollars from slower-growing or declining legacy channels (like linear TV), per our Social Network Ad Spending and Trends Q4 2023 report.

Use this chart:

• Identify growth trends across top ad channels.
• Assess search, social, and retail media ad spend.

More like this:

• Retail media is the fastest growing ad channel, but ‘is not invincible,’ our analyst warns
• Retail media ad spend will reach over $100B by 2027
• Why retail media standardization may take a while
• 3 ad channels bolstering the growth of the US ad market