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With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.

The first $12 billion ad spend US presidential election is underway. That ad spend figure breaks 2020鈥檚 by more than $2 billion. Whether or not brands engage in political messaging, they will be impacted by the volume of ad inventory and how the election influences consumer sentiment.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

Amid privacy changes and macroeconomic headwinds, social media will be the channel hurt most by the digital advertising downturn. For 2023, we have reduced our US social network ad spending forecast by $16.21 billion.

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

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.

Consumers鈥� appetite for quality, on-demand content has contributed to connected TV鈥檚 (CTV鈥檚) stronghold as the fastest-growing major ad format in the US. 鈥淭here鈥檚 a lot more for [advertisers] to weed through in terms of the opportunities and options of where to place our clients鈥� ad dollars,鈥� Jennifer Kohl, executive director and head of US media at VMLY&R, said of CTV during our virtual 鈥淎ttention!鈥� summit last week.