Advertising - United States

United States

Ad spending in the United States' Advertising market is forecasted to reach €394.90bn in 2024.
The largest market is TV & Video Advertising, with a market volume of €134.10bn in 2024.
When compared globally, the United States will account for the most ad spending in 2024, amounting to €394.90bn.
Within the Advertising market, 83% of total ad spending is expected to come from digital advertising in 2029.
The projected average ad spending per capita in the TV & Video Advertising market is €392.20 in 2024.
In the United States' Advertising market, Advertising market of 88% revenue will be generated through programmatic advertising in 2029.
The United States' advertising market is shifting towards more personalized and targeted digital campaigns to maximize ROI and reach specific audiences effectively.

Key regions: United States, China, Europe, Asia, Japan

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Analyst Opinion

The Advertising market in United States has witnessed significant growth and development in recent years.

Customer preferences: Customers in the United States have shown a strong preference for digital advertising channels. With the increasing penetration of smartphones and the widespread use of social media platforms, consumers are spending more time online, creating a lucrative opportunity for advertisers to reach their target audience. Additionally, customers are becoming more tech-savvy and are demanding personalized and interactive advertising experiences. This has led to the rise of programmatic advertising and the use of data-driven strategies to deliver targeted advertisements.

Trends in the market: One of the key trends in the advertising market in the United States is the shift towards mobile advertising. As mobile usage continues to grow, advertisers are investing heavily in mobile advertising to reach consumers on the go. This trend is further fueled by the increasing popularity of mobile apps and the rise of mobile video consumption. Advertisers are leveraging mobile advertising platforms to deliver engaging and interactive ad experiences to capture the attention of consumers. Another trend in the advertising market is the increasing adoption of influencer marketing. Influencers, who have a large following on social media platforms, are being used by brands to promote their products and services. This form of advertising has gained popularity due to its ability to create authentic and relatable content that resonates with consumers. Brands are partnering with influencers to tap into their loyal fan base and leverage their influence to drive brand awareness and sales.

Local special circumstances: The United States is home to some of the largest technology companies and social media platforms, which has created a highly competitive advertising market. Advertisers in the United States have access to advanced targeting capabilities and sophisticated ad platforms, allowing them to reach their target audience with precision. This has led to a highly dynamic and innovative advertising landscape, with advertisers constantly experimenting with new formats and strategies to stay ahead of the competition.

Underlying macroeconomic factors: The strong economic growth in the United States has also contributed to the development of the advertising market. With a robust economy and high consumer spending, advertisers have a favorable environment to invest in advertising and marketing activities. Additionally, the United States has a large and diverse consumer market, providing advertisers with a wide range of opportunities to target different segments of the population. In conclusion, the advertising market in the United States is experiencing significant growth and development driven by customer preferences for digital advertising channels, the shift towards mobile advertising, the increasing adoption of influencer marketing, and the presence of a highly competitive and innovative advertising landscape. The strong macroeconomic factors further support the growth of the advertising market in the United States.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).