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43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

US ad and PR sectors reach employment highs: Robust job growth reflects industry resilience and demand for services.

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

This year, US programmatic digital display ad spend will increase 15.9% YoY, growing three times the rate of nonprogrammatic digital display ad spend, according to our December 2023 forecast.

After 11 months of US ad declines, Standard Media's US Ad Market Tracker showed 2.5% growth in May, signaling a potential rebound. Even with mixed signals and uncertainties, there is at last a sign of hope, our analyst Paul Verna said on a recent episode of 鈥淏ehind the Numbers.鈥�

In response to the shifting advertising landscape, we鈥檝e cut over $5 billion from our US ad spend forecast for 2023, placing it at $278.59 billion. Why the downgrade? Well, for one, last year鈥檚 macroeconomic factors are spilling over into this year. And while that may resolve itself in time, there鈥檚 another, more permanent issue advertising is facing: privacy changes.

On today's podcast episode, we discuss how affiliate is helping marketers take back control of their ad spend. "In Other News," we talk about Amazon unveiling a smarter, more conversational, Alexa and TikTok Shop hitting the US. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

US social network ad spend will reach $82.89 billion this year, according to our October 2023 forecast.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year鈥攊n other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

US political ad spending will hit the 11-figure mark this year, and digital will make up a growing share of the pie.

The average US adult spends just over an hour playing video games per day, according to our estimates. Such a sizable share of attention offers a prime opportunity for brands to advertise in games鈥攅specially since traditional barriers to brand advertising have been lowered. Big changes have opened opportunities for brands across platforms.

CPG digital ad spend is expected to bounce back next year. CPG is the second-largest industry spender on digital ads behind retail, per our forecast. But the industry鈥檚 digital ad spend growth and its share of spend have declined over the past few years, according to our US CPG Industry Digital Ad Spending 2023 report.

We project 94.1 million smartphone users will scan QR codes in the US this year, and marketers are using this large audience to launch AR experiencesfrom billboards, packages, and print advertisements. Where bulk matters less, new AR ad formats may show up.

Shift digital ad spend. As a result of Apple鈥檚 AppTrackingTransparency policy, a great deal of D2C brands moved digital ad spend away from Meta toward platforms like Google. But Google may not be the ultimate winner of that battle. As search behaviors change, brands will shift their dollars away from Google to Amazon and TikTok, where consumers are increasingly beginning their searches. 4.

Add that to the cookieless traffic from Safari, Firefox, and鈥攂y the end of 2024鈥擬icrosoft Edge, and only about a tenth of US browsers will be targetable by cookies, according to our analysis of StatCounter data. The language and appearance of the consent workflow will influence opt-in rates.

By 2026, US adults will spend 20% of their daily media time with the various apps, streaming platforms, and entertainment services on CTVs. That will amount to 2 hours, 34 minutes (2:34) per day (up from 59 minutes in 2019). But only 8.1% of ad budgets will go to CTV by 2026. Read the full report, US Ad Spending vs. Time Spent 2024.

Social media is the No. 1 source of disinformation, according to US internet users.

We mentioned earlier that we expect digital ad spending in the US to grow about 8% this year. How much will total US ad spending grow in 2023? How much will total US ad spending grow in 2023? And I'm looking for traditional plus digital to the decimal, if you wouldn't mind. Traditional... Oh that's right, Debbie. Yeah.

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

To address the impact of cookie deprecation, 60% of US marketers are turning to first-party data strategies, according to March 2024 data by Epsilon and Phronesis Partners. More than 6 in 10 US marketers plan to keep digital ad spend the same but invest in tactics not reliant on third-party cookies, the same report found. 2. Commerce media may change the way consumers interact with brands.

The dynamic: We expect CPG digital ad spending in the US to grow 15.5% this year to $48.79 billion, the fastest growth rate in three years. While retail media won鈥檛 get all of those dollars, the steady flow of CPG ad budgets to retailers like Walmart and Kroger is giving suppliers more negotiating room during price talks.

Our take: Digital ad spending in the US faces its slowest growth rate in over a decade, even though almost $20 billion more will be spent this year than in 2022. Marketers in financial services aren鈥檛 likely to see their ad budgets return to pandemic rates soon.

This slice accounted for 12.7% of the US retail media market last year, and it鈥檚 gaining momentum. US retail media off-site digital ad spend will jump by nearly $2 billion this year to $6.54 billion, rising by 37.7%鈥攁bout twice the rate of the rest of retail media, according to our forecast.