The latest Tinuiti benchmark report reveals continued growth across most major ad platforms in Q2 2025.
Key takeaways:
– Google Search ad spend increased 11% year-over-year, driven by 18% growth in Shopping clicks. Temu and Shein briefly disappeared from Google Shopping due to tariff changes. Amazon also pulled back significantly.
– Performance Max accounted for 59% of Google Shopping ad spend. ROAS and conversion rates were nearly identical to those of standard Shopping, with a stronger CTR.
– Meta (Facebook + Instagram) spend rose 12%. Reels made up 21% of Instagram ad impressions. Advantage+ Shopping remained steady at 35% of retail spend.
– YouTube spend was up 9%, impressions up 10%. Shorts ads accounted for 18% of segmented spend.
– TikTok spend dropped 20% YoY for the median advertiser. CPM fell 22%. Still, some brands increased spend significantly.
– Amazon DSP spend grew 33% year-over-year, while Sponsored Display continued to decline.
– Snapchat and Pinterest saw the strongest YoY growth: +51% and +66%, respectively.
– Reddit spend jumped 55%. Median advertisers now spend roughly 9% as much on Reddit as they do on Meta.
The full report also covers trends in CPM, Demand Gen campaigns, Prime Video adoption, and shifts in inventory performance.
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