Digital Ad Spending Forecast and Trends Q1 2024

Retail Will Drive Growth on Both Buy and Sell Sides

Report by Yoram Wurmser  | Feb 29, 2024
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Executive Summary
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Table of Contents
Executive Summary
The digital ad market will be buoyed by both retail supply and demand
Digital advertising is experiencing a broad-based rebound
Retail and CPG are buy-side behemoths
Retail’s effect on the sell side will soon rival its buy-side impact
The search/display mix will continue to stay remarkably stable
Retail still lags in video ad spending, despite growth
Retail and CPG will help social media continue its rebound
Sources
Media Gallery
About This Report
Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.
Topics
Digital Ad Spending
United States
Table of Contents
Executive Summary
The digital ad market will be buoyed by both retail supply and demand
Digital advertising is experiencing a broad-based rebound
Retail and CPG are buy-side behemoths
Retail’s effect on the sell side will soon rival its buy-side impact
The search/display mix will continue to stay remarkably stable
Retail still lags in video ad spending, despite growth
Retail and CPG will help social media continue its rebound
Sources
Media Gallery

Most industries have responded to improving economic conditions in 2024 by increasing ad spending this year. Retail will have the biggest impact on overall digital ad sales by virtue of its rapid increase in digital ad spending, as well as continued increase in inventory through retail media networks (RMNs).

Key Question: Which industries are propelling digital ad spending growth in the US this year?

Retail's Share of the Sell-Side of Digital Advertising Is Approaching Its Share of the Buy-Side
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Key Stat: Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024. By 2027, it will also account for over a quarter of the sell-side market through its RMNs.

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Table of Contents

  1. Executive Summary
  2. The digital ad market will be buoyed by both retail supply and demand
  3. Digital advertising is experiencing a broad-based rebound
  4. Retail and CPG are buy-side behemoths
  1. Retail’s effect on the sell side will soon rival its buy-side impact
  2. The search/display mix will continue to stay remarkably stable
  3. Retail still lags in video ad spending, despite growth
  4. Retail and CPG will help social media continue its rebound
  1. Sources
  2. Media Gallery

Charts in This Report

Retail's Share of the Sell-Side of Digital Advertising Is Approaching Its Share of the Buy-SideRetail and CPG Continue to Be the Largest Buyers of Digital Ads
Retail Over-Indexes on Search, But Not As Much As Travel and HealthcareRetail Under-Indexes on Video Ad Spending
Retail and CPG Account For Nearly Half the $82.9 Billion in Ad Spending on Social Media

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authors

Yoram Wurmser

Contributors

Ross Benes
Senior Analyst
Oscar Orozco
Director, Forecasting
Paul Verna
Principal Analyst