Total media and digital ad spending will grow at a healthy pace for most of the rest of the decade. Retail media and connected TV (CTV) remain the hottest stories, although traditional search and social networks are by far the largest categories for spending.

Key Question: What is the outlook for total and digital ad spending across the major formats, channels, and platforms in 2024 and beyond?

Key Stat: Traditional search—which excludes retail media search—remains the biggest draw for marketing spend, to Google’s benefit. Social network ad spending will overtake it by 2026, however.