Change in advertising spending in the U.S. 2022, by medium

In 2022, cinema advertising spending in the United States increased by over 56 percent, likely due to the easing of mobility restrictions imposed two years earlier in response to the pandemic. Yet the rise had a presumably limited impact on the cinema industry – historically, ad services accounted for less than 2.5 percent of movie theaters' revenues in the U.S. The business-to-business (B2B) advertising expenditure followed, with a growth rate of more than 38 percent. Video games and eSports advertising revenues rose by over 16 percent, while out-of-home (OOH) media ranked fourth, with an expansion of almost 15 percent.

The ABC's of B2B

When companies invest in promoting their products or services to other companies, that spending is B2B-oriented. Other sources forecast that the U.S. B2B traditional ad spend will grow by almost five percent to about 18.6 billion U.S. dollars in 2023. Meanwhile, the market expects the U.S. B2B digital ad expenditure to increase by nearly 15 percent to 16.5 billion dollars in the same year.

From smartphones to the streets

Video games' expansion in the media industry has attracted advertisers and budgets alike. One of the most prominent subsegments of that market, mobile gaming, predicts that its ad revenues will rise roughly 13 percent to more than seven billion dollars in 2023. For comparison, outdoor ad revenues in the U.S. grew by over 20 percent in 2022, surpassing pre-pandemic heights and reaching 8.6 billion dollars.