Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

More than just a cloud leader: Microsoft ad revenues surged 21%, gaming stabilized, and LinkedIn grew, too.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Short-form video offerings signal the platform’s push to become more than just a job-hunting site as it aims to compete for screen time with TikTok and Instagram.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

Social platforms agreed to tighten moderation of hate speech in the EU while loosening rules in the US, risking an unpredictable content environment.

Tools can streamline hiring but risk oversimplifying the competitive job market and could imperil HR roles.

Mobile-first gaming leads the charge into 2025: Smartphones and portable consoles are reshaping gaming as enhanced hardware makes premium mobile games a competitive force.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector’s fastest-growing ad channel.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.