Advertising reacts to the uncertain economy: Ad spending will remain strong this year, but the challenges ahead are many.

On today's episode, we discuss the players in the advertising space—besides Meta, Google, and Amazon—that have created a billion-dollar ad business and which ones are close to gaining membership to the billion-dollar ad club. "In Other News," we talk about a refresh to the Federal Trade Commission's digital ad guidance and what Amazon's worldwide consumer chief stepping down means for the retail giant. Tune in to the discussion with our analysts Andrew Lipsman and Max Willens.

Global spending on product placement was projected to be $23.3 billion in 2021, per PQ Media. That’s a 13.8% increase versus 2020, a significantly greater growth rate than marketing spending (5.9%) on the whole. Despite that, product placement is less favored as a brand touchpoint across generations, falling behind most others in a 2021 Data Axle study.

TikTok’s popularity, along with its push toward in-app shopping and social commerce, is helping drive its ad revenues far above its competitors. The app’s global ad revenues will triple to $11.64 billion in 2022, more than both Snapchat and Twitter combined, according to our inaugural TikTok ad revenue forecast. Over half of those revenues will come from the US.

Amazon’s net US digital ad revenues will rise 55.5% this year, as the No. 3 digital ad seller rides the wave of an ecommerce shift that’s attracting more brand investment.

Advertisers at ecommerce retailers—particularly ecommerce-native brands (i.e., direct-to-consumer brands)—were more likely to do DR advertising on Facebook, while consumer packaged goods (CPG) brands tended to have branding goals, according to a November 2020 Pivotal Research Group survey of US brand and agency marketers.

Curated by eMarketer, this special collection of interviews will help you understand how consumer packaged goods (CPG) marketers’ digital ad spend and commerce strategies have evolved due to market challenges, including waning loyalty, rising prices, and stocking issues.

With US digital ad spend projected to increase nearly 15% this year, brand partnerships can be a valuable component of the marketing mix. Transformational partnerships, in particular, power growth opportunities with many distinctive benefits.

Meta’s lawsuits, settlements, and consumer sentiment are a mounting problem: The company can’t acquire its way out of this one.

As retail’s digital dominance grows, Google successfully captures retail ad dollars: Its investments in social commerce on YouTube and improvements to Google Shopping appear to have paid off.

That’s a lot of digital ad spend up for grabs with a lot of retailers vying for their piece of the pie. Dozens of retail media networks are beginning to scale. Amazon has driven much of retail media’s growth to date, but nearly every major retailer now has a retail media network—with several already generating hundreds of millions of dollars in high-margin revenue.

By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.

This analyst discussion, made possible by BERA, covered our digital ad spending forecast, plus:. Ad strategies for the linear TV to streaming migration. How retail media networks will reshape the digital ad ecosystem. What you need to know amid Apple's changes in privacy settings and heightened scrutiny of the potentially harmful effects of these platforms.

Blake Droesch is an eMarketer analyst at Insider Intelligence, covering retail and ecommerce with a focus on digital grocery and the intersection of ecommerce and digital media. Previously, Blake was a writer and editor covering the luxury lifestyle industry.

Last year, China was the only market to see overall ad spending growth, although digital ad spending performed well almost everywhere. This year, every country will see growth in almost every category.

We estimate that digital ad spending by consumer product good (CPG) brands will hit $30.56 billion this year. What's more is that the CPG sector is one of five industries to devote more than 70% of their total ad budgets to mobile.

Nearly every country in the world will see slower growth in total ad spending and digital ad spending than it did last year, but the comparison is an unfair one because 2021 was abnormal. The outlook is mostly bright.

At Insider Intelligence, our forecasting team is constantly analyzing historical data, combing through insights from thousands of data sources, and reacting to industry forces to predict where markets and segments are heading. Peter Newman, senior forecasting analyst, worked on our latest forecast for US digital ad spending in Q1. He tells us how the recent market turmoil, supply chain issues, and economic uncertainty could impact the numbers in our forecast.

MMA Global. Prohaska Consulting. Sapio Research. Schar School of Policy and Government at George Mason University. The Washington Post. Tinuiti. YouGov.

Digital ad spending is exploding in Latin America. It will grow by 34.8% this year to $20.86 billion—a figure more than double the amount spent in 2020. Mobile will be the main growth driver, propelling the region’s digital ad market to new heights over the course of our forecast period.

Every national market in the world will finish this year with more ad spending than in 2020. In most categories, worldwide growth records will be shattered. But 2021 was a very unusual year, following a very unusual 2020.