RECEIPT #BRIAN-
APR 21, 2024
PREDICTION BY
Brian Wieser“In this morning’s updated forecast, Wieser projects U.S. digital ad spending — excluding political — will rise from 64% last year to 76% by 2028. Focusing specifically on retail media, Wieser predicts that this channel will soar … which would represent about 19% of total advertising spending [by 2028].”
FOLLOW-UP
These are long-dated forecasts for 2028. Interim data supports the trajectory of digital and retail media gaining share, but the specific 2028 percentage figures are not yet testable.
ORIGINAL SOURCE
Forbes