Tech and financial services will drive US ad spending growth in 2026, while retail remains the largest spender. Digital will capture at least 80% of ad budgets in every industry, as CTV, search, and social gain ground.

B2B digital ad spending growth is accelerating in 2026. Although mobile growth is slowing from its 2025 pace, mobile and video will still outpace overall B2B digital spending. Display’s share is expanding, while search remains important as AI changes how buyers research and validate vendors.

Health advice is the No. 1 reason consumers turn to AI for guidance, putting greater pressure on physicians to correct inaccurate information.

In today’s podcast episode, we discuss what “wellness” means to Americans today, the relationship between the wellness movement and the traditional healthcare industry, and how brands and retailers are redesigning their offerings for wellness-conscious shoppers. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analysts Rajiv Leventhal and Beth Snyder Bulik. Listen wherever you get your podcasts, or watch on YouTube or Spotify.

Organic sales fell 4%, with banking and financial units lagging despite AI-led efficiency plans

Healthcare marketing faces unique challenges as skeptical consumers find it hard to trust much of the messaging sent their way.

B2B digital ad spending is rising as marketers lean into formats that build visibility and engagement. Video and display are growing faster than search, reshaping strategies to reach decision-makers.

TV ad spending will shrink across every industry this year. Retail and CPG still dominate in size, but other sectors lean on TV more heavily, exposing the uneven role it plays in media strategies.

The sources of ad spending growth are shifting as telecom and financial services surge, while retail and CPG slow but still dominate in scale. Every industry is leaning harder into digital, with social and display ads commanding more budget than ever.

How can B2B buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

How can industry ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

On today’s special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of EMARKETER’s The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

On today’s podcast episode, we discuss the trend of healthcare and pharmaceutical brands selling prescription drugs, treatments, and medical services directly to consumers and how rising medical costs are changing patients’ relationship with the healthcare system. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, and Senior Analysts Dane Finley and Rajiv Leventhal. Listen everywhere and watch on YouTube and Spotify.

RFK Jr.’s pharmaceutical ad ban could affect $22 billion in ad spending: A business-friendly Trump administration could hamper RFK’s plans to cut D2C advertising.

As penetration weakens and margins shrink, insurers across business lines will prioritize emerging growth areas in 2025—including novel technologies—strategic marketing efforts, and leveraging favorable legislative changes.

The ad agency ecosystem is vast, complex, and ever-changing. It now faces changes brought on by AI and clients’ shifting preferences over how and where to spend their advertising dollars.

Expanding into healthcare payments can help invigorate growth for BNPL players as user growth slows

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.