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US OOH ad spending will total $9.43 billion this year, up 3% from 2024, per our November 2024 forecast. Much of that growth comes from DOOH advertising, which will rise 11.5% this year to $3.54 billion. Traditional OOH will make up a larger share of overall OOH spending at $5.9 billion, but its share will decline 1.5% this year.

International DAUq Growth: 46%, outpacing 32% U.S. growth. Projected Q1 2025 Revenue: $360M鈥�$370M. Why it matters: Reddit has traditionally been seen as under-monetized given its influence, but this report highlights its ability to scale ad revenue while improving engagement. The company鈥檚 international expansion is paying off, with global revenues up 76% YoY.

The news: Amazon is counting on its addition of NBA games for the 2025-2026 season to broaden its live sports presence and enhance brand marketing opportunities, as noted by Danielle Carney, head of US video and live sports sales.

AppLovin exits gaming in $900M sale to focus on AI-driven adtech: The company sells its entire "apps business," shifting its strategy to prioritize ad mediation, automation, and performance-based advertising.

Although OOH is still primarily a traditional medium, outdoor advertising鈥檚 future is digital. US DOOH ad spend will grow by double digits annually through the end of our forecast period in 2027. In the near term, DOOH is overcoming its pandemic slump.

Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.

A strong out-of-home (OOH) ad leverages creative thinking, puts content where people will see it, and has the potential to be shared online. From cleverly branded buses to bizarre alien billboards, here are five recent OOH campaigns that caught our eye and why we think campaigns like this will help drive a projected 6.5% YoY growth in US OOH ad spend this year, reaching $9.51 billion.

US digital audio ad spend will reach $7.12 billion this year, according to our March 2024 forecast.

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.

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

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

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.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

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.

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.

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.

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.

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.

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.

US digital ad spend will cross $300 billion for the first time this year, per our March 2024 forecast. That鈥檚 good news for advertisers, but it also means it鈥檚 harder to stand out. While exposing consumers to a brand multiple times across channels is vital to brand awareness, hitting consumers with the same creative over and over again or bombarding them with emails and text messages can hurt marketing impact. Here are five key stats on marketing fatigue across connected TV (CTV), email, and messaging.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.