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The news: Local advertising in the US is expected to grow 8.6% to $175.6 billion in 2024, per a recent BIA Advisory Services report. The strong growth is largely fueled by political advertising, which will account for $11 billion in spending. But even with politics out of the picture, ad spending will rise 2.2% to $164.4 billion, showing there鈥檚 still growth potential for the local market.

So we have a forecast that says that King is going to make 433.1 million in advertising revenue in the US this year. And the total mobile game ad spending pool we say is 6.67 billion in the US. And already, right before the acquisition went through, Activision was signaling that they're making a big push into mobile advertising.

Mobile advertising will keep growing at a rapid clip despite headwinds from privacy laws and genAI. Even so, app publishers will explore additional ways of making money for premium content. This may have an impact on the type and price of ad inventory in the future, although the volume of IAA should remain strong.

This exclusive data provided to Insider Intelligence by market intelligence firm Sensor Tower looks at Facebook and Twitter ad spending across industries in 2022 and 2023, and how those platforms compare against YouTube in the first half of this year.

Speed bump ahead: Could Netflix lose this momentum as its password crackdown begins in the US? Possibly. Over a third (37%) of current Netflix subscribers in the US said they would cancel their account if they could no longer share their password with people outside of their home, according to a survey by Samba TV and HarrisX as reported by TV Tech.

Insurance joins the long list of industries slashing ad budgets: Insurers are among TV鈥檚 most recognizable brands, but industry problems have forced them to back down.

Ad spending is increasing across all transaction types, but growth rates are higher for programmatic direct and private marketplaces (PMPs).

US TV ad spending is down 0.3%. Again, fractional, but this is a decrease rather than an increase, according to our estimates. US TV viewers were down 22.1%, according to our estimates. The US CPI was up 2.6%, according to the Bureau of Labor Statistics鈥� latest data for January 2023.

Sponsored content and outstream video, two of native advertising鈥檚 most popular forms, are no longer found only on social media, which dominated this type of advertising thanks to its audience targeting capabilities. As these capabilities move to CTV and mobile, spending is shifting.

B2B marketers became more focused on data during the pandemic when in-person events鈥攁 classic way of collecting first-party leads鈥攃eased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.

Despite uncertainty, marketing budgets could be on the rise: Thanks to digital and social challenges, print might benefit more than you鈥檇 think.

We all know that 2023 will be the year of retail media, social commerce, and lingering economic uncertainty. But here are some more targeted possibilities for the year ahead.

This division presents a challenge for advertisers who have to make purchases across many platforms, but it also means the advantages of CTV advertising like better measurement and targeting are now available for the 30.8% of people in the US watching live sports via digital.

A lot will change when third-party cookies are deprecated in Chrome, but some general programmatic ad spending patterns will stay the same. Programmatic direct will remain the most popular transaction method, while mobile will keep its sizable lead over other device categories.

Advantage: This year, only six years after launching in the US, TikTok will exceed the 100 million US monthly users (two years faster than it took Instagram to reach the same milestone), per our May forecast. This underscores the mass usage and brand recognition opportunity that the platform could benefit from, even outside of the mobile environment.

鈥淭he 1.0 era is what got us to where we are today, which is, broadly, search advertising and sponsored products,鈥� said Lipsman. We expect US onsite search ad spend to reach nearly $30 billion this year, accounting for over 27% of total search ad spending.