The retail industry will briefly slow ad spending in 2024
Retailers will continue to lag slightly on mobile advertising
Retailers will hold steady in their reliance on search ads
Retailers channel a greater share of display ad dollars to social networks than any other industry
Retailers will boost their spending on video advertising
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About This Report
Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.
The retail industry will briefly slow ad spending in 2024
Retailers will continue to lag slightly on mobile advertising
Retailers will hold steady in their reliance on search ads
Retailers channel a greater share of display ad dollars to social networks than any other industry
Retailers will boost their spending on video advertising
Categories in focus
Sources
Media Gallery
Retail has come off its lengthy run of outperforming overall US ad spend growth. While 2024 will go down as a year of moderate retrenchment—with growth dipping below the average for all US industries—the pace is set to pick up again in 2025 and 2026.
Key Question: What is the outlook for US retail industry ad spending through 2026?
Key Stat: Retail digital ad spending will increase 10.6% YoY in 2024, the first time since 2018 that the top-spending industry will fall below the US average growth rate.
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Executive Summary
The retail industry will briefly slow ad spending in 2024
Retailers will continue to lag slightly on mobile advertising
Retailers will hold steady in their reliance on search ads
Retailers channel a greater share of display ad dollars to social networks than any other industry
Retailers will boost their spending on video advertising
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