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This State of the Industry Report, sponsored by Warner Bros. Discovery, explores how marketers, retailers and agencies have used contextual commerce on CTV and streaming as shoppable advertising gains traction.

Consumer buying and viewing habits are ever-changing, and content and how it’s delivered are evolving to keep up. Contextual commerce is one way marketers, retailers and more provide consumers with the seamless shopping experiences they crave, tailored to the context of the many other activities they engage in regularly. 

While these shoppable ads permeate search and social media, they’re making waves across streaming and CTV with high-impact creatives and unique experiences, often in the form of interactive ads, QR codes, product carousels and more. 

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After just over 100 days in office, Donald Trump’s presidency has left U.S. advertisers’ heads spinning. The impact of his tariff policies, however, are being felt far beyond the 50 states.

Global research outfit WARC and the Advertising Association today (April 30) cut their U.K. ad spend forecast in the face of stagnant economic growth and — you guessed it — tariffs.

Ad spend is expected to rise by 6.3% in 2025 to reach £45.2 billion ($60 billion), 0.6% less than January predictions had suggested. According to James McDonald, director of data, intelligence and forecasting at WARC, it’s a consequence of low economic confidence, businesses reacting to tax rises, which kicked in at the start of the month, and the tariffs.

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