Video ad spend is much higher in the US than anywhere else. Video ad spend in the US will hit $108.15 billion this year, up 20.8% over 2023, per our March 2024 forecast. That puts the US around four times ahead of China, the next biggest video ad spender. In the US, video will make up 35.7% of total digital ad spend, while in China it鈥檚 18.7%.
US travel industry digital ad spend will reach $7.73 billion this year, an 8.9% increase YoY, per our forecast. Though it only represents 2.6% of total digital ad spend, travel ad spend will climb through 2026, potentially spurred by new travel media networks. The newbies: Expedia and United Airlines have launched their own media networks this year.