蘑菇AV

The 鲍厂鈥� second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.

Read on for five positive-leaning US forecast stories across advertising, media, ecommerce, and tech that you may have missed. Gaming is a digital advertising hotbed. Food and beverage is a much bigger part of ecommerce than it used to be. Shoppable media is everywhere, and consumers are embracing it. US drivers are flocking to electric cars. The ride-share industry is once again flying high.

Search advertising will be a $127.84 billion industry in the US this year, according to our October 2023 forecast. Nearly half (49.0%) of that will go to Google. For context, search ad spend will make up 41.7% of US digital ad spend in 2024. All this begs the question posed by Pranav Dixit, 鈥淲ho makes money when AI reads the internet for 耻蝉?鈥� It鈥檚 not publishers, programmatic advertisers, or users.

Our take: The upcoming US presidential election, along with recent legal developments, makes the outcome of the click-to-cancel rule uncertain. The US Supreme Court recently overturned Chevron Deference, significantly weakening regulatory agencies like the FTC.

In contrast, digital ad spending for the auto industry is seeing consistent growth. Digital ad spending increased by 10.7% in 2023 and is expected to rise by 14.7% in 2024, with a sustained growth rate of 11% projected for 2026.

Omnicom told analysts that the US presidential election was a 鈥渟ignificant market uncertainty,鈥� and WPP cited 鈥渃ontinuing macroeconomic pressures.鈥�. Omnicom, parent of BBDO and DDB Worldwide, benefited from ad spending for the Paris Olympics and the US presidential election. It also highlighted winning Amazon鈥檚 media account in the Americas.

Fox boosts ad tech capabilities: New ad sales team focuses on data-driven solutions to optimize ROI for advertisers.

With no shortage of spending options, advertisers weighing whether to invest in TMNs will be considering what travel companies can do better or at a better value than comparable channels. First-party data, captive audiences, and a diverse array of ad inventory are some components of the travel media value proposition.

Google brings its privacy push to Chrome extensions: Despite concerns that YouTube鈥檚 ad blocking crusade could expand, Google says they鈥檒l stay as-is.

Programmatic advertising digital display ad spend will make up 90% of digital display ad spend in the US this year, and that share is growing, according to our forecast. Most of the $132.96 billion in spend will go to video, but non-video ads still make up a large portion. Here are five charts summarizing where programmatic ad spend is headed and the identity challenges it faces right now.

I think we're on pace because we already had a pretty aggressive growth percentage of total US digital ad spend and I believe it was over 10% growth for this year and next year. So the market's certainly been healthy.

Spend on affiliate marketing will surpass $10 billion in the US for the first time this year, and will increase 47.4% by 2028, according to 蘑菇AV鈥檚 latest forecast. However, with traffic from Google declining and consumers becoming more discerning, both publishers and advertisers are grappling with shrinking margins and rising competition.

蘑菇AV 1 in 6 US adults are Gen Zers. With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up. Adult Gen Zers now constitute 17% of the US adult population. As the older members of this generation age further into adulthood and the workforce, their purchase habits will help shape larger consumer trends. Pay TV鈥檚 decline continues.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

Explore our complete forecast for US search ad spending here. Search鈥檚 share of digital ad spending is leveling off. Over the past decade, budgets have slowly shifted to display. Search peaked at 48.9% of digital ad spending in 2014. Since then, growth in ad spending on video formats across social media and connected TV has taken off.

B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

Once a stalwart of TV advertising, we expect the automotive industry鈥檚 US traditional media ad spend (which includes TV) to decline 8.6% this year to $7.3 billion鈥搕hough digital ad spend will jump 14.7%. Q2 automotive TV expenditures fell 13.1%, with impressions declining steeply as well. End-of-year 2023 spending was also down: November and December 2023 spending fell 15.8% and 14.9%, respectively.

Turning to AI: The ad industry is increasingly relying on AI for everything from creative production to data processing. 57% of US advertisers and agencies said they would be willing to use AI-generated creative if accuracy and brand suitability could be verified in an August Advertiser Perceptions survey, up from just 33% in 2023.

Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds. Programmatic digital display ad spending will outpace topline digital ad spending. Programmatic channels are prioritized for their flexibility during times of uncertainty because:. Our complete estimates for US programmatic digital display ad spending can be found in this report鈥檚 accompanying spreadsheet.