Advertising - North America

North America

Ad spending in the Advertising market in North America is forecasted to reach US$455.00bn in 2024.
The largest market is TV & Video Advertising with a market volume of US$154.20bn in 2024.
When compared globally, the United States will generate the most ad spending (US$422.30bn in 2024).
Within the Advertising market, 82.06% of total ad spending is expected to come from digital sources in 2029.
The average ad spending per capita in the TV & Video Advertising market is projected to be US$302.20 in 2024.
It is estimated that Advertising market of the 87.19% revenue will be generated through programmatic advertising in 2029.
In North America, the trend in the advertising market sees a shift towards influencer partnerships over traditional print and TV advertisements.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Advertising market in North America has been experiencing significant growth in recent years. This can be attributed to several factors such as changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in North America have shown a growing preference for digital advertising channels. This shift can be attributed to the increasing use of smartphones and other digital devices, as well as the widespread availability of high-speed internet. As a result, advertisers are increasingly investing in digital platforms such as social media, search engines, and mobile apps to reach their target audience more effectively.

Trends in the market: One of the key trends in the North American advertising market is the rise of programmatic advertising. Programmatic advertising refers to the use of automated technology to buy and sell ad inventory in real-time. This trend has gained traction due to its ability to target specific audiences and optimize ad placements for maximum impact. Advertisers are increasingly leveraging programmatic advertising to reach their target audience more efficiently and to optimize their advertising budgets. Another trend in the market is the increasing use of influencer marketing. Influencer marketing involves collaborating with popular social media influencers to promote products or services. This trend has gained popularity in North America due to the growing influence of social media and the desire for authentic and relatable brand experiences. Advertisers are partnering with influencers to tap into their large and engaged follower base, thereby increasing brand awareness and driving sales.

Local special circumstances: North America is home to some of the largest technology and media companies in the world, such as Google, Facebook, and Netflix. The presence of these companies has created a highly competitive advertising market, with advertisers vying for the attention of a digitally-savvy audience. This competitive landscape has led to innovative advertising strategies and the adoption of cutting-edge technologies to stay ahead of the competition.

Underlying macroeconomic factors: The strong economic growth in North America has contributed to the growth of the advertising market. A robust economy leads to increased consumer spending, which in turn drives demand for advertising services. Additionally, North America has a large and affluent consumer base, making it an attractive market for advertisers. In conclusion, the Advertising market in North America is experiencing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising channels, the rise of programmatic advertising, and the increasing use of influencer marketing are some of the key trends shaping the market. The presence of large technology and media companies, as well as the strong economic growth in the region, further contribute to the growth of the advertising market in North America.

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). 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).