Retail media ad spending will almost quadruple in four years. By 2023, marketers will spend more than $52 billion on ads across websites or apps that are mainly ecommerce focused. The biggest player in this market is Amazon, whose US advertising business is growing faster than those of the other two members of the triopoly: Google and Facebook.

During the 2022 midterm elections, more than $1 billion will be spent on OTT and CTV ads, research projects. With the right tools and approach, political marketers can capture opportunities within this growing landscape.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

While search formats still dominate retail media ad spending, interest in more upper-funnel, visual formats may further skew overall digital spend toward display. According to our recent retail media networks benchmark, two-thirds of consumer goods advertisers have bought on-site display or banner ads via retail media networks, and more than half have invested in off-site and in-store formats.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Traditional Media Ad Spending by Media Type. Digital Ad Spending by Format. Mobile Ad Spending. Behind the Numbers.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.

Traditional Media Ad Spending by Media Type. Digital Ad Spending by Format. Behind the Numbers.

OTT viewers include anyone who streamed digital video across all devices. We forecast CTV viewers by age but not OTT viewers by age, which is why streaming service viewers in this section were compared with CTV viewers rather than OTT viewers. In North America, TV screens accounted for 83% of time spent streaming video in Q4 2021, per Conviva.