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US adults will spend 10.6% of their mobile time playing games this year, per our forecast. But we expect just 3.9% of US mobile ad spend will go to the category in 2023.

US TV ad spend will fall 8% this year, per our forecast. Its share of total media ad spend is also in decline as marketers turn to faster-growing formats such as connected TV (CTV) and retail media.

US digital ad spending growth will decelerate to 7.8% YoY in 2023, its slowest pace in 14 years. The individual industries we track are generally following the national trend, but the timing and pacing of their slowdowns are playing out differently. For some industries, the outlook is fairly positive.

Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple鈥檚 privacy changes, Google鈥檚 deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.

The travel industry will spend nearly $6.8 billion on digital advertising this year, but it will only account for 2.6% of total US digital ad spending. Among the 10 industries we track, travel is by far the smallest, but it鈥檚 set to lead the pack in growth for the third year in a row.

Key stat: $6.19 billion (9.0% of US social media ad spend) will go to TikTok this year, according to our forecast. Marketers need to make sure they鈥檙e putting their TikTok budget to good use by choosing the right ad types for the right activations. Here鈥檚 an overview of in-feed versus Spark Ads on TikTok.

Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024.

鈥淥ut-of-home (OOH) is cost-effective. It's measurable. It's targetable. You can be hyperlocal with it,鈥� said founder and CEO at Quan Media Brian Rappaport. It鈥檚 also growing. US OOH ad spend will increase by 6.5% this year, reaching $9.51 billion dollars, according to our October 2023 forecast. But an added benefit is OOH鈥檚 potential to create organic impressions on social media.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

The double-digit growth in US consumer packaged goods (CPG) digital ad spend will come to a halt next year and hover around just 6% through 2026, per our forecast.

The search giant will bring in $62.87 billion in search ad spending this year, or $1 in every $2 US marketers spend on search ads, by our estimates. Remove retail media from the equation and Google鈥檚 search ad market share will climb to about 70%. Apple鈥檚 a threat, but it won鈥檛 topple Google.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.