Total US media ad spend is forecasted to hit $389.49 billion this year, with 77.7% funneled into digital channels such as mobile, desktop/laptop, and connected TV (CTV), according to EMarketer.

Ad spend has consistently outpaced GDP growth since 2019 when digital surpassed half of the total ad spend.

EMarketer noted that retail leads digital ad spending at $88.13 billion, followed by consumer packaged goods at $48.79 billion and financial services at $33.81 billion.

While traditional search’s dominance wanes, display ad spend is rising, driven by video formats like CTV.

Shein has emerged as the No. 1 apparel retail site in the US, recording 46.9 million unique visits in June, according to Comscore data.

This success is fueled by significant marketing efforts, with the company spending an estimated $300-$400 million on advertising in 2023, per Bernstein’s Robin Zhu.

However, Tinuiti data from March 2024 shows Shein shoppers are less likely to complete purchases than Amazon shoppers, highlighting a gap between traffic and conversion, reported EMarketer.

Gen Z is leading the way in holiday shopping through social media, with 42% of Gen Zers planning to buy gifts directly via social platforms, more than double the average of 20%, according to Basis Technologies and GWI research in May 2024.

Key Insights from EMarketer:

• Age Matters: As age increases, the likelihood of purchasing gifts through social media drops. While 26% of millennials plan to use social commerce, only 15% of Gen X and a mere 6% of baby boomers will do the same.
• Platform Preferences: Instagram (57%) and Facebook (56%) are the top choices for holiday shoppers, followed by TikTok (43%) and YouTube (38%).
• Growing Trend: In 2024, US social commerce sales are projected to hit $82.82 billion, accounting for 6.6% of total e-commerce sales. This trend is expected to rise as consumers become more comfortable with social shopping.

According to an EMarketer’s July 2024 forecast, over 181 million people in the United States will be Amazon Prime members this year, accounting for over seven out of ten (73.7%) of all internet users.

Many consult influencers before making a purchase, others are swayed by better discounts from competitors, and some choose Amazon for fashion over food.

According to EMarketer’s June 2024 forecast, Amazon’s market share declined during Prime Day for the third year in a row. With other summer sales events like Walmart+ Week gaining ground, it seems consumers are more focused on finding the best deals than staying loyal to one brand.

According to IZEA data from March 2024, most US social media users of all ages bought a product from Amazon after seeing it used by an influencer.

As the digital landscape evolves, reliance on third-party cookies is rapidly diminishing.

According to an EMarketer analysis of StatCounter data, nearly 87% of US browsers could transition to a cookieless environment in the long term.

A July EMarketer survey further supports this shift, indicating that less than 1 in 5 (17%) of US consumers consistently accept third-party cookies when prompted.

With Google’s new consent-based model and Microsoft Edge’s plans to remove cookies by the end of 2024, the ability to track users through third-party cookies could be significantly reduced.

EMarketer’s Chrome’s New Path for Privacy report suggests that only about 10% of US browsers may remain trackable.

As analyst Evelyn Mitchell-Wolf highlighted on the “Behind the Numbers” podcast, cookies are “going to be the exception rather than the rule.” Advertisers and publishers must shift their focus to cookieless strategies, such as Google’s Privacy sandbox, data clean rooms, or alternative identity solutions, she said.

Meta’s ad dominance in the US is staggering. In 2024, Meta is expected to capture 21.3% of the digital ad market, far outpacing YouTube’s 5.6% and Netflix’s 0.3%, despite users spending nearly equal time on these platforms, according to EMarketer’s June 2024 forecast.

Despite complaints about the rising number of ads, Meta’s user base grew by 7% in Q2, with ad impressions and prices increasing by 10%.

This success is driven by Meta’s ability to deliver trackable ROI and straightforward ad placements, making it the go-to for advertisers. In contrast, connected TV platforms like Netflix and YouTube lag behind in ad spend, even as consumers shift more of their viewing time to digital, observed EMarketer.

The report noted that Meta’s ability to outpace competitors in ad revenue highlights its robust ad ecosystem, which continues to attract businesses looking for effective and measurable results.

Americans are concerned about inflation, so they are shopping more at Walmart.

On Thursday, the US retailer upped its annual sales and profit forecasts for the second time this year, as Americans rushed to its stores for low-cost necessities, driving its stock up 8% to a new high, reported Reuters.

The world’s largest retailer by sales is one of the first major US chains to announce quarterly results that shed light on consumer health, especially after the government revealed an unexpected worsening in the labor market, heightening the prospect of a recession.

The retailer’s statements contrasted with those of rivals Amazon and Home Depot, which both cautioned of consumer caution, even among its more middle- and upper-income customers.

Meanwhile, Walmart’s 26% ad growth outpaces that of its retail and commerce competition, Amazon, whose advertising unit climbed 20% year on year to $12.8 billion, falling slightly shy of expectations, reported EMarketer.

With e-commerce sales increasing by 21% globally, the synergy between Walmart’s online shopping platforms and its advertising business is clear.

According to EMarketer, the capacity to collect and exploit customer data across different channels gives Walmart a competitive advantage in customized advertising, resulting in higher returns for ad clients.

Google Trends has just received a significant update, making it faster, smarter, and more customizable.

The “Trending Now” tool detects trends ten times more effectively and refreshes every 10 minutes, reported Search Engine Journal.

The service was expanded to 125 countries and features enhanced trend visualization, contextual data, and customizable filters.

These updates empower marketers, researchers, and anyone interested in real-time search insights to analyze global and local trends more effectively.

Despite Facebook being the top platform for US adults, with an average of 20 minutes spent daily, it’s not capturing Gen Z’s attention.

Instead, younger adults (ages 18 to 24) are heavily invested in Instagram, Snapchat, and TikTok, spending over twice as much time on these platforms compared to the general population, according to EMarketer’s June 2024 forecast.

With nearly 90% of Gen Z using social media, TikTok and Instagram have become dominant, each boasting over 72% of Gen Z users. By 2025, Gen Z is expected to outnumber millennials on Instagram, signaling a major shift in social media demographics.

As we move further into 2024, it’s clear that digital media is no longer just a part of the marketing mix—it’s the dominant force.

According to the latest US Time Spent With Media H2 2024 Update report, digital channels will account for 63.7% of the 12 hours and 37 minutes US adults spend daily with media. This shift presents a compelling case for brands to reallocate their marketing budgets towards digital platforms.

Mobile devices will capture an average of 4 hours per day from US adults in 2024, making them the most popular access point for media.

According to EMarketer, video remains a favorite among consumers, with adults averaging 6 hours and 45 minutes of daily video viewing. More than half of this time will be spent on digital platforms.