蘑菇AV

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

With 65.9% of digital ad dollars spent in the US this year going to mobile, according to our March 2024 forecast, brands must find ways for their mobile ads to stand out. Interactive ads can do that for brands, but the successful types vary between industries.

Programmatic ad sales on properties owned by digital publishers will reach $22.69 billion by 2027, adding $3.7 billion to where it was in 2022, according to Advertiser Perceptions' "Q4 2024: The State of the Ad Industry" survey.

The impact: Healthcare and pharmaceutical advertisements account for $22.09 billion (7.3%) of the $310.19 billion in US digital ad spending, per our forecast. Healthcare and pharmaceutical companies are frequent TV advertisers, and a D2C ad ban could deal a blow to networks鈥� advertising revenues.

Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers鈥� focus on off-site spending intensifies.

Global ad revenues surpass $1 trillion in 2024, says GroupM: Retail media and digital platforms drive rapid growth amid linear TV decline.

In-game advertising will maintain solid growth over the next few years, but its share of digital ad spending will decline, despite heightened brand interest.

Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.

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.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

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