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Next year will see strong growth in digital video ad spending, helping the overall ad industry out of its economic-induced slump. AI will accelerate the shift to hyper-personalization as more retailers embed the tech. Hyper-personalization is the holy grail for retail, but technological barriers have hindered progress.

Although traditional radio advertising remains a $10.5 billion business in the US, it’s slowly shrinking. Digital audio advertising, by contrast, will grow 6.8% in 2024 to reach $7.12 billion.

While TikTok is a dominant force in short-form video advertising, the platform’s legal status in the US remains unresolved. It looks more likely that TikTok will stay in the US market, but Meta’s Reels, Snap’s Spotlight, and Pinterest’s AI-powered discovery ads are all positioned to capture potential ad spend shifts if TikTok faces more regulatory challenges.

For the second year in a row, the US CPG industry will increase its digital ad spending more slowly than most other industries. However, a major growth rebound is in the cards for 2024.

For non-US markets we track, we usually forecast and report in the local currency (we then convert our estimates—both historical and future—to US dollars using each country’s average annual exchange rate, which we update once per year). However, to provide a direct comparison across the three countries of the UK, France, and Germany, we have given US dollar figures throughout.

Retail’s resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

Digital will help keep total media ad spending buoyant this year, just. A rebound is expected for 2024, with video advertising growing faster than any other format. Proportionally, though, video spend will remain relatively small in France and Germany.

Social users in the US will spend more than half their daily social time watching videos in 2023—up from one-third pre-pandemic. But social video’s growth is slowing, suggesting there’s a limit to the amount people want to consume daily.

Key Question: Which industries are propelling digital ad spending growth in the US this year? Key Stat: Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024. By 2027, it will also account for over a quarter of the sell-side market through its RMNs. Executive Summary. A strong economy is driving a broad-based acceleration in US digital ad spending.

And then, you talked about the all important North American market, US and Canada, adding about a hundred thousand new subscribers to reach 74.4 million. But all told, the US and Canada subscriber number has been stuck at 74 million. That 74 million since the end of 2020. So those haven't gone anywhere in a while, at least not the US and Canada.