Retail media grows its share of total US ad spend, but isn’t overtaking social just yet

Key stat: Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

  • Social media will maintain its position as second-biggest ad channel through 2027, though not by much.
  • Retail media ad spend is growing faster than either search or social, per our forecast.
  • The battle for second may come down to which channel can grab more dollars from slower-growing or declining legacy channels (like linear TV), per our Social Network Ad Spending and Trends Q4 2023 report.

Use this chart:

  • Identify growth trends across top ad channels.
  • Assess search, social, and retail media ad spend.

More like this:

"Behind the Numbers" Podcast