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 streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

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.

Tariffs are destabilizing Hollywood’s growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

New pre-home- screen video ads are sparking backlash as Roku’s monetization push clashes with users’ expectations for a paid device experience.

Publicis simplifies women’s sports advertising: The initiative aggregates ad inventory and sponsorships across major leagues and networks.

The company made major strategic moves during its transition year, but it may take longer for them to bear fruit

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.

Don’t count Roku out: The CTV provider hit 90 million US households, cementing its leadership even as the sector undergoes major consolidation.

Comcast’s streaming ad platform aims for SMBs: Universal Ads will launch with partners like Roku and WBD as competition for SMBs increases.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

Roku wants to open the CTV door for small and midsize brands: A partnership will allow brands to repurpose ads designed for social media to run on its platform.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

CTV inventory has surged, but the linear TV ad market remains much larger.

Walmart’s advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Roku’s original content gives it an edge in CTV: A deal with Google highlights how content offerings allow Roku to reach viewers outside its hardware net.

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.