US Ad Spending 2024

A Rebound for Social, a Final Surge for CTV, and an Endless Boom for Retail Media

Report by Ethan Cramer-Flood  | May 9, 2024
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Executive Summary
Total media ad spending is in good shape, thanks to relentless growth from digital
Digital ad spending is splintering across formats and channels, and there are many winners
Among companies, Amazon’s surge overshadows everything else
Retail media remains the fastest-growing segment in digital advertising
Social network ad spending is back on track
CTV ad growth is set for its final acceleration
Traditional TV remains enormous, and this year it will actually grow a little
Media Gallery
About This Report
Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.
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Total Media Ad Spending
Digital Ad Spending
US
Table of Contents
Executive Summary
Total media ad spending is in good shape, thanks to relentless growth from digital
Digital ad spending is splintering across formats and channels, and there are many winners
Among companies, Amazon’s surge overshadows everything else
Retail media remains the fastest-growing segment in digital advertising
Social network ad spending is back on track
CTV ad growth is set for its final acceleration
Traditional TV remains enormous, and this year it will actually grow a little
Media Gallery

Total media and digital ad spending will grow at a healthy pace for most of the rest of the decade. Retail media and connected TV (CTV) remain the hottest stories, although traditional search and social networks are by far the largest categories for spending.

Key Question: What is the outlook for total and digital ad spending across the major formats, channels, and platforms in 2024 and beyond?

US Ad Spending on Select Media Formats and Channels, 2024 (billions)
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Key Stat: Traditional search—which excludes retail media search—remains the biggest draw for marketing spend, to Google’s benefit. Social network ad spending will overtake it by 2026, however.

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Table of Contents

  1. Executive Summary
  2. Total media ad spending is in good shape, thanks to relentless growth from digital
  3. Digital ad spending is splintering across formats and channels, and there are many winners
  1. Among companies, Amazon’s surge overshadows everything else
  2. Retail media remains the fastest-growing segment in digital advertising
  3. Social network ad spending is back on track
  1. CTV ad growth is set for its final acceleration
  2. Traditional TV remains enormous, and this year it will actually grow a little
  3. Media Gallery

Charts in This Report

US Ad Spending on Select Media Formats and Channels, 2024 (billions)US Digital Ad Spending, 2022-2028 (billions, % change, and % of total media ad spending)
US Display and Search Ad Spending, 2024 (billions, % change, and % of total digital ad spending)Amazon Is Closing In on Meta, as the Duopoly Fades and the Triopoly Solidifies (% of US digital ad spending among select companies, 2021-2026)
Companies With Over $2 Billion in US Net Digital Ad Revenues, 2024 (billions)US Retail Media Ad Spending, 2022-2028 (billions, % change, and % of digital ad spending)
US Social Network Ad Spending, 2022-2028 (billions, % change, and % of digital ad spending)US Connected TV (CTV) Ad Spending, 2022-2028 (billions, % change, and % of digital ad spending)
US Traditional TV Ad Spending, 2022-2028 (billions, % change, and % of total media ad spending)

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authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Vivian Dong
Associate Forecasting Analyst
Zach Goldner
Forecasting Analyst
Peter Newman
Director, Forecasting
Andrew Spink
Forecasting Analyst
Yoram Wurmser
Principal Analyst