机构研究报告-Digital advertising in North America-外文版培训课件

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01NorthAmericaDigitaladvertisingspendinginNorthAmericafrom2017to2029(inbillionU.S.dollars)DigitaladspendinginNorthAmerica2017-2029500450400350300250200475.83448.07420.34392.52364.23335.12305.32275.19252.96192.96160.412019133.38201815010050105.922017020202021202220232024202520262027202820294Description:DigitaladvertisingspendinginNorthAmericawasforecasttocontinuouslyincreasebetween2024and2029byintotal140.7billionU.S.dollars(+41.98percent).Afterthetwelfthconsecutiveincreasingyear,theindicatorisestimatedtoreach475.83billionU.S.dollarsandthereforeanewpeakin2029.ReadmoreNote(s):Source(s):StatistaDistributionoftraditionalanddigitaladvertisingspendinginNorthAmericain2024,bycountryDistributionoftraditional&digitaladspendinginNorthAmerica2024,bycountryUnitedStatesCanadaMexico100%90%80%70%60%50%40%30%20%10%0%TraditionalDigital5Description:In2024,theUnitedStatesaloneaccountedforanestimated91.7percentoftraditionaland93.2percentofdigitaladvertisingexpendituresinNorthAmerica.Canada'sshareinbothtypesoscillatedaroundfivepercent,whileMexicowasforecasttoaccountfortheremainingpercentages.ReadmoreNote(s):Canada,Mexico,UnitedStates;2023;forecastSource(s):Statista;StatistaAdvertising&MediaInsightsRevenuegrowthofthedigitaladvertisingmarketinNorthAmericafrom2019to2028RevenuegrowthofdigitaladvertisinginNorthAmerica2019-202835%32.62%30%25%20%15%10%5%20.99%20.98%11.08%20239.86%20248.79%20228.73%20257.8%20267.12%20276.65%20280%2019202020216Description:TheadspendinggrowthinthedigitaladvertisingmarketinNorthAmericawasforecasttocontinuouslydecreasebetween2023and2028byintotal4.4percentagepoints.Afterthefifthconsecutivedecreasingyear,theindicatorisestimatedtoreach6.65percentandthereforeanewminimumin2028.ReadmoreNote(s):UnitedStates;2019to2028;includesbannersandvideoads,advertisinginsearchenginesandsocialmedianetworks,onlineclassifieds;doesnotincludee-mailmarketing,audioads,influencermarketingorsponsorships,productsplacement,commission-basedaffiliatesystemsSource(s):Statista;StatistaDigitalMarketInsightsDigitaladvertisingspendinginNorthAmericain2022,byformat(inbillionU.S.dollars)DigitaladspendinNorthAmerica2022,byformat120113.1510080604020073.8371.5461.673.1SearchAdvertisingVideoAdvertisingSocialMediaAdvertisingBannerAdvertisingClassifieds7Description:Concerningthefiveselectedsegments,thesegmentSearchAdvertisinghasthelargestadspendingwith113.15billionU.S.dollars.Contrastingly,Classifiedsisrankedlast,with3.1billionU.S.dollars.Theirdifference,comparedtoSearchAdvertising,liesat110.05billionU.S.dollars.ReadmoreNote(s):NorthAmerica;Jan1sttoDec31st2022Source(s):Statista;StatistaDigitalMarketInsightsChangeindigitaladvertisingspendinginNorthAmericain2022,byformatDigitaladspendgrowthinNorthAmerica2022,byformat12%10.31%10%7.99%8%6%4%2%0%5.92%5.63%1.93%SearchAdvertisingVideoAdvertisingBannerAdvertisingSocialMediaAdvertisingClassifieds8Description:Concerningthefiveselectedsegments,thesegmentSearchAdvertisinghasthelargestadspendinggrowthwith10.31percent.Contrastingly,Classifiedsisrankedlast,with1.93percent.Theirdifference,comparedtoSearchAdvertising,liesat8.38percentagepoints.ReadmoreNote(s):NorthAmerica;Jan1sttoDec31st2022Source(s):Statista;StatistaDigitalMarketInsightsLeadingchannelsmarketersplannedtoincreasespendingoninNorthAmericain2024TopchannelsmarketersplanningtoincreasespendoninNorthAmerica2024Shareofrespondents15%

20%0%5%10%25%30%35%35%40%ConnectedTV(CTV)MobileappadvertisingSocial31%31%StreamingradioSponsoredcontentPrintadvertisingLinearTV26%24%23%21%Search18%Linearradio15%Other1%9Description:AccordingtoasurveycarriedoutamongmarketingprofessionalsinNorthAmericainthefourthquarterof2023,35percentofrespondentssaidtheywereplanningtoincreasetheirspendingonconnectedTV(CTV)in2024.Thiswasfollowedby31percentofrespondentscitingmobileappadvertising,whileanother31percentmentionedsocialmedia.ReadmoreNote(s):NorthAmerica;Q42023;600respondents;amongmarketingprofessionalsSource(s):tvScientificProgrammaticadvertisingspendinginNorthAmericafrom2017to2028(inbillionU.S.dollars)ProgrammaticadspendinNorthAmerica2017-2028450400350300250200386.52361.04335.65309.88283.65255.02226.76205.75153.5715010050126.812019104.38201881.482017020202021202220232024*2025*2026*2027*2028*10Description:In2023,programmaticadvertisingspendinginNorthAmericastoodatapproximately255billionU.S.dollars.Thecorrespondingfigurewasexpectedtoincreasetoroughly386.5billiondollarsby2028intheregion.Ingeneral,thespendingonprogrammaticadvertisingworldwidehasbeengrowingsteadilysince2017andwasexpectedtoreachroughly779billiondollarsby2028.ReadmoreNote(s):NorthAmerica;2017to2023;*Forecast.ReadmoreSource(s):StatistaProgrammaticadvertisingspendinginNorthAmericain2024,bycountry(inbillionU.S.dollars)ProgrammaticadspendinNorthAmerica2024,bycountry300264.662502001501005014.424.580UnitedStatesCanadaMexico11Description:In2024,theUnitedStateswasthelargestprogrammaticadvertisingmarketinNorthAmerica,withspendingestimatedatroughly264.66billionU.S.dollars,followedbyCanadaandMexico,withapproximately14.4billionand4.6billiondollars,respectively.ReadmoreNote(s):Canada,Mexico,UnitedStates;March2024;forecastSource(s):StatistaCHAPTER

02CanadaInternetadvertisingrevenueinCanadafrom2003to2023(inbillionCanadiandollars)Canada:internetadrevenue2003-20231816141210815.9314.1712.329.628.767.596.775.4864.63.793.4243.092.672.281.851.6121.240.90.560.360.2402003

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202313Description:In2023,internetadvertisingrevenueinCanadaamountedto15.93billionCanadiandollars.Thisfigurerepresentsayear-on-yearincreaseof14.2percentandmarksthehighestinternetadrevenueinCanadainthepresentedperiod.

ReadmoreNote(s):Canada;2003to2023;includessearch,socialmedia,display,classifieds,audio,digitalout-of-home,advancedTVSource(s):IABCanadaDistributionofinternetadvertisingrevenueinCanadain2023,bycategoryCanadainternetadrevenue2023,bycategoryShareofrevenue0%5%10%15%20%Consumerproducts&goodsAutomotive22.2%19.9%GeneralbusinessFinancialservicesTechnology10.7%10.3%9%Retail8%Entertainment&mediaRestaurants5.9%4.4%TravelservicesPharmaceuticalsApparel&accessoriesWellness3.3%2.6%2.1%1.6%14Description:In2023,consumerproductsandgoodsadvertisinggeneratedover22percentoftheCanadianinternetadrevenueandwasthelargestonlineadrevenue-generatingcategoryintheNorthAmericancountry.Automotiverankedsecondwithashareofroughly20percent.ReadmoreNote(s):Canada;2023Source(s):IABCanada;StandardMediaIndex(Canada)InternetadvertisingrevenueinCanadain2023,byformat(inmillionCanadiandollars)InternetadvertisingrevenueinCanada2023,byformat8,0007,3887,0006,0005,0004,0003,0002,0001,00004,2751,865Video1,823226205144SearchSocialmediaDisplayAudioClassifiedsDigitalout-of-home15Description:In2023,internetadvertisingrevenueinCanadareachednearly16billionCanadiandollars,ofwhichapproximately7.4billioncamefromsearchadsalone.Socialmediaandvideoroundedupthetopthreedigitalformatswithrevenuesof4.28billionand1.87billionCanadiandollars,respectively.ReadmoreNote(s):Canada;2023Source(s):IABCanadaDistributionofdigitaladvertisingspendinginCanadain2023,byformatDigitaladspendshareinCanada2023,byformat50%46.4%40%30%20%10%0%26.8%11.7%Video11.4%1.4%1.3%0.9%SearchSocialmediaDisplayAudioClassifiedsDigitalout-of-home16Description:In2023,searchwasthelargestdigitaladvertisingformatinCanada,accountingforover46percentofthetotaldigitaladspendinginthecountry.Socialmediarankedsecondwithashareof26.8percent.

ReadmoreNote(s):Canada;2023Source(s):IABCanadaChangeindigitaladvertisingspendinginCanadafrom2023to2028GrowthrateofdigitaladvertisingspendinginCanada2023-202810%10%8%6%4%2%0%9.5%8%7.4%7.3%7.1%20232024*2025*2026*20272028*17/statistics/316589/growth-digital-ad-spend-canadaIn2024,digitaladvertisingexpenditureinCanadawillgrowbyanestimated10percent,upfroma9.5-percentincreaserateayearearlier.Thesubsegmentwasforecasttodecelerateinthefollowingyears,risinglittlemorethansevenpercentby2028.ReadmoreNote(s):Canada;2023;includingadvertisinginvariousformatsonlaptopanddesktopcomputers,tablets,mobilephones,andotherdevicesconnectedtotheinternet;*Forecast.

ReadmoreSource(s):eMarketerProgrammaticadvertisingspendinginCanadafrom2017to2028(inbillionU.S.dollars)ProgrammaticadspendinCanada2017-202820181614121017.2116.5515.8915.2314.4213.312.0210.868.23864207.26.034.7720172018201920202021202220232024*2025*2026*2027*2028*18Description:In2023,programmaticadvertisingspendinginCanadaamountedtoapproximately13.3billionU.S.dollars.Furthermore,thecorrespondingfigurewasexpectedtoincreasetoroughly17.21billiondollarsby2028.

ReadmoreNote(s):Canada;2017to2023;*Forecast.ReadmoreSource(s):StatistaChangeinprogrammaticadvertisingspendinginCanadafrom2018to2028ProgrammaticadspendgrowthinCanada2018-202831.94%30%26.49%25%19.24%20%15%10%5%14.43%10.64%202210.68%20238.38%2024*5.64%2025*4.35%2026*4.12%2027*3.98%2028*0%201820192020202119Description:In2023,programmaticadvertisingspendinginCanadaincreasedbyapproximately10.7percentonthefiguresreportedfor2022.For2024,thecorrespondinggrowthrateisprojectedtoamounttoroughly8.4percent.

ReadmoreNote(s):Canada;2018to2023;*Forecast.ReadmoreSource(s):StatistaDigitaladvertisingtouchpointsinCanadaasofDecember2024DigitaladvertisingtouchpointsinCanada2024Shareofrespondents0%5%10%15%20%25%30%35%40%45%SocialmediawebsitesandappsVideoportals(e.g.,YouTube)45%42%SearchenginesVideo-streamingservices(e.g.,Netflix,AmazonPrime)Onlinestores35%35%29%WebsitesandappsofbrandsandproductsVideogames(smartphone/tablet/console/PC/SmartTV)Musicportalsandstreamingservices(e.g.,Spotify)Podcasts28%23%19%18%Editorialwebsitesandapps(e.g.,newssitesandmagazines)Blogs/forums12%9%9%NewslettersIhaven'tcomeacrossanydigitaladvertisements8%20Description:"Socialmediawebsitesandapps"and"Videoportals(e.g.,YouTube)"arethetoptwoanswersamongCanadianconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".

ReadmoreNote(s):Canada;JanuarytoDecember2024;12146respondents;18-64yearsSource(s):StatistaConsumerInsightsAttitudestowardsonlineadvertisinginCanadaasofDecember2024AttitudestowardsonlineadvertisinginCanada2024Shareofrespondents0%5%10%15%20%25%30%35%40%39%45%44%IamoftenannoyedbyadvertisingontheinternetIdon'tmindadvertisingifIgetfreecontentinreturnItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIuseadblockerswhenbrowsingtheinternet37%28%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIamexcitedaboutusingthemetaverse(immersivevirtualworld)Idon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove19%17%14%11%9%21Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostCanadianrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.44percentdidsoinouronlinesurveyin2024.ReadmoreNote(s):Canada;JanuarytoDecember2024;2027respondents;18-64yearsSource(s):StatistaConsumerInsightsReachofsocialmediaadvertisinginCanadaasofJanuary2024,byplatformandgenderSocialmediaadreachinCanada2024,byplatform&genderShareofadultpopulationreachedMen40%Women50%0%10%20%30%60%70%68%80%90%100%88.8%87.8%YouTubeFacebook73.2%51.4%Instagram62.6%62.3%70.2%LinkedIn39.3%36.7%TikTok29.5%32.8%Snapchat43.5%X(formerlyTwitter)27.4%22Description:Asofearly2024,amongthepresentedsocialnetworks,advertisingonYouTubehadthehighestreachinCanada,bothamongwomenandmen,with87.8and88.8percent,respectively.Onaverage,YouTubeadvertisingreachednearly88.3percentofadultsinthecountry.ReadmoreNote(s):Canada;asofJanuary2024;18yearsandolderSource(s):DataReportal;Kepios;Meltwater;Varioussources;WeAreSocialCHAPTER

03MexicoDigitaladvertisingspendinginMexicofrom2014to2023(inbillionMexicanpesos)DigitaladvertisingspendinginMexico2014-20239080706050403079.9174.2158.8341.0240.1233.63201825.519.062010014.94201511.012014201620172019202020212022202324/statistics/387309/digital-advertising-expenditures-mexicoIn2023,digitaladvertisingspendinginMexicoamountedtoapproximately79.91billionMexicanpesos,upfrom74..21billionpesosayearearlier.Thatsignifiesanannualgrowthrateofalmosteightpercent–Mexico'slowestonlineadspendgrowthratesince2020.ReadmoreNote(s):Mexico;2014to2023Source(s):AlianzaporelValorEstratégicodelasMarcas;ConsejodeInvestigacióndeMedios(México);IABMéxicoChangeindigitaladvertisingspendinginMexicofrom2020to2023ChangeindigitaladvertisingspendinginMexico2020-202350%43.4%45%40%35%30%25%20%15%10%5%26.1%7.7%20232.3%20200%2021202225Description:In2023,digitaladvertisingspendinginMexicoincreasedbyapproximately7.7percent.Thatwasthelowestannualgrowthratesincethepandemic;in2020,theexpenditurerosebelowthreepercent.

ReadmoreNote(s):Mexico;2020to2023;basedonresultsinMexicanpesosSource(s):AlianzaporelValorEstratégicodelasMarcas;ConsejodeInvestigacióndeMedios(México);IABMéxicoDistributionofadvertisingspendinginMexicoin2023,byplatformDigitalvs.traditionaladspendinginMexico2023Offline*40.8%Digital59.2%26Description:Digitalmediaattractedapproximately59.2percentofMexico'stotaladvertisingspendingin2023,whereasofflinemediaaccountedfor40.8percent.TotaladspendinginMexicoexceeded134billionMexicanpesosin2023.

ReadmoreNote(s):Mexico;2023;*Statistacalculatedthefigurebasedonthesource'sdata.ReadmoreSource(s):AlianzaporelValorEstratégicodelasMarcas;ConsejodeInvestigacióndeMedios(México);IABMéxico;StatistaDistributionofdigitaladvertisingspendinginMexicoin2023,byformatDistributionofdigitaladvertisingspendinginMexico2023,byformat60%55%50%40%30%20%10%0%22.8%21.6%0.6%0.1%VideoSearchDisplayAudioOther27Description:In2023,thevideoformataccountedforaround55percentofdigitaladvertisingspendinginMexico.Searchanddisplayfollowedwith22.8and21.6percent,respectively.ReadmoreNote(s):Mexico;2023Source(s):AlianzaporelValorEstratégicodelasMarcas;ConsejodeInvestigacióndeMedios(México);IABMéxicoLeadingindustriesinMexicoinJune2024,byestimateddigitaladspendshareMexico:digitaladspend2024,byindustry7%6.19%6%5%4%3%2%1%4.65%3.87%3.41%2.72%0%OnlinestoresTransportation,traveland

TelecommunicationcompaniestourismSupermarketsandminimarketsFinanceandbanks28Description:InJune2024,onlinestoresaccountedforapproximately6.2percentofdigitaladvertisinginMexico.Transportation,travelandtourismcompaniesrankedsecond,witha4.65percentshare.

ReadmoreNote(s):Mexico;June2024;estimates;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearchSource(s):AdmetricksExpectedchangesinadvertisingspendingamongcompaniesinMexicoin2024,bymediumExpectedchangesinadspendamongcompaniesinMexico2024,bymediumShareofrespondentsIncreaseinspending10%

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70%0%80%23%21%31%90%100%4%SocialmediaCinema67%65%6%14%9%OOH57%3%EmailmarketingVideostreamingplatformsProgrammaticpurchaseplatformsSearchengines56%21%19%25%27%38%4%4%19%54%52%50%46%44%42%40%37%27%4%19%15%12%8%RadioInteractiveOOHEcommerceplatformsNavigation/geolocationPayTV4%7%17%23%21%30%35%33%2%40%27%29Description:DuringasurveyinMexico,67percentofrespondingadvertisersstatedtheywereplanningtoincreasetheirsocialmediaadvertisingspendingduring2024,comparedto2023.Over50percentofrespondentsmentionedtheywouldraisetheirexpenditureonvideostreamingplatforms.Around20percentplannedtodecreasespendingonTV(freeandpay)andprint.ReadmoreNote(s):Mexico;asofFebruary2024;48respondentsSource(s):IABMéxicoProgrammaticadvertisingspendinginMexicofrom2017to2028(inbillionU.S.dollars)Mexico:programmaticadspend2017-202876546.25.85.415.014.584.143.693.3332.532.122101.731.3220172018201920202021202220232024*2025*2026*2027*2028*30Description:In2023,programmaticadvertisingspendinginMexicostoodat4.14billionU.S.dollars.Furthermore,thecorrespondingexpenditurewasexpectedtoincreaseto6.2billiondollarsby2028.MexicorankedsecondamongtheleadingprogrammaticmarketsinLatinAmericaasofMarch2024.ReadmoreNote(s):Mexico;2017to2023;*Forecast.ReadmoreSource(s):StatistaDigitaladvertisingtouchpointsinMexicoasofDecember2024DigitaladvertisingtouchpointsinMexico2024Shareofrespondents0%10%20%30%40%50%Videoportals(e.g.,YouTube)Video-streamingservices(e.g.,Netflix,AmazonPrime)Socialmediawebsitesandapps52%44%43%Onlinestores31%31%Videogames(smartphone/tablet/console/PC/SmartTV)WebsitesandappsofbrandsandproductsMusicportalsandstreamingservices(e.g.,Spotify)Searchengines30%28%25%Editorialwebsitesandapps(e.g.,newssitesandmagazines)Podcasts22%19%Blogs/forums9%Newsletters7%Ihaven'tcomeacrossanydigitaladvertisements3%31Description:"Videoportals(e.g.,YouTube)"and"Video-streamingservices(e.g.,Netflix,AmazonPrime)"arethetoptwoanswersamongMexicanconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".

ReadmoreNote(s):Mexico;JanuarytoDecember2024;12180respondents;18-64yearsSource(s):StatistaConsumerInsightsAttitudestowardsonlineadvertisinginMexicoasofDecember2024AttitudestowardsonlineadvertisinginMexico2024Shareofrespondents0%10%20%30%40%50%47%Idon'tmindadvertisingifIgetfreecontentinreturnIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIamoftenannoyedbyadvertisingontheinternet33%30%28%Iamexcitedaboutusingthemetaverse(immersivevirtualworld)ItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIuseadblockerswhenbrowsingtheinternet18%14%13%Idon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove9%8%32Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostMexicanrespondentspick"Idon'tmindadvertisingifIgetfreecontentinreturn"asananswer.47percentdidsoinouronlinesurveyin2024.ReadmoreNote(s):Mexico;JanuarytoDecember2024;2032respondents;18-64yearsSource(s):StatistaConsumerInsightsReachofsocialmediaadvertisinginMexicoasofJanuary2024,byplatformandgenderSocialmediaadreachinMexico2024,byplatform&genderShareofadultpopulationreachedMen40%Women50%0%10%20%30%60%70%80%90%100%97.1%FacebookTikTok95.9%74.9%77.9%86.2%YouTube72.7%61.6%63.9%MessengerInstagram43.7%50.1%7.5%Snapchat20.7%18.8%27.3%LinkedIn24.7%X(formerlyTwitter)12.8%33Description:Asofearly2024,amongthepresentedsocialnetworks,advertisingonFacebookhadthehighestreachinMexico,bothamongwomenandmen,with95.9and97.1percent,respectively.Onaverage,YouTubeadvertisingreachedover98percentofadultsfromthecountry.ReadmoreNote(s):Mexico;asofJanuary2024;18yearsandolderSource(s):DataReportal;Kepios;Meltwater;Varioussources;WeAreSocialCHAPTER

04UnitedStatesOnlineadvertisingrevenueintheUnitedStatesfrom2000to2023(inbillionU.S.dollars)OnlineadvertisingrevenueintheU.S.2000-202325020015010050225209.7189.3139.8124.6107.588.372.559.649.542.836.631.72623.4

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202335Description:OnlineadvertisingrevenueintheUnitedStatesgrewby7.3percentin2023comparedto2022,from210billionto225billionU.S.dollars.Thefigurefirstsurpassed100billiondollarsin2018and200billionin2022,owingtotheemergenceofnewchannelsandformatsincludingdigitalaudio(podcastsandstreaming)anddigitalvideo(streamingandCTV)aswellasstronggrowthfromretailmedia.ReadmoreNote(s):UnitedStates;2000to2023Source(s):IAB(U.S.);PwCChangeininternetadvertisingspendingintheUnitedStatesfrom2016to2023GrowthofdigitaladvertisingintheU.S.2016-202340%35%30%25%35.4%21.8%21.8%21.4%20%15%10%5%15.9%12.2%202010.8%20227.3%20230%2016201720182019202136Description:In2023,internetadvertisingspendingintheUnitedStatesincreasedby7.3percent,from210to225billionU.S.dollars.In2022,thegrowthratestoodat11percent.ReadmoreNote(s):UnitedStatesSource(s):IAB(U.S.);PwCDigitaladvertisingspendingintheUnitedStatesfrom2019to2028,byformat(inbillionU.S.dollars)DigitalMarketOutlook:digitaladvertisingspendingintheU.S.2019-2028,byformatSearchAdvertisingVideoAdvertisingBannerAdvertisingClassifieds450400350300250200150100500201920202021202220232024202520262027202837Description:Overthelasttwoobservations,theadspendingisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorachievesthemaximumvalueacrossallfourdifferentsegmentsbytheendofthecomparisonperiod.Notably,thesegmentSearchAdvertisingstandsoutwiththehighestvalueof188.56billionU.S.dollars.ReadmoreNote(s):UnitedStates;2019to2028Source(s):Statista;StatistaDigitalMarketInsightsChangeindigitaladvertisingspendingintheUnitedStatesin2023,byformatDigitaladspendgrowthintheU.S.2023,byformat20%18.9%18%16%14%12%10%8%16.3%10.6%8.7%6%5.2%4%4%2%0%AudioRetailmediaVideoSocialSearchDisplay38Description:In2023,audiowasthefastest-growingdigitaladvertisingformatintheUnitedStates,withanannualadspendgrowthrateof18.9percent.Retailmediarankedsecond,withagrowthrateof16.3percent.ReadmoreNote(s):UnitedStates;2023Source(s):IAB(U.S.);PwCIndustrieswithhighestshareofdigitaladvertisingspendingintheUnitedStatesin2024IndustrieswithhighestshareofdigitaladspendintheU.S.2024Share40%0%10%20%30%50%60%70%80%90%100%Technology&electronicsRetail87.1%82.9%80.2%79.7%78.4%78.1%74.7%74.3%72.7%Consumerpackagedgoods(CPG)FinancialserviceTravelMedia&entertainmentAutomotiveTelecomHealthcare&pharmaOther45.7%39Description:In2024,companiesinthetechnologyandelectronicsindustryꢀwereexpectedtoinvestmorethan87percentoftheirtotalmediaadvertisignspendingindigitaladvertising.Retailindustryrankedsecond,with82.9percent.ReadmoreNote(s):UnitedStates;August2024;forecastSource(s):eMarketerBusiness-to-business(B2B)digitaladvertisingspendingintheUnitedStatesfrom2022to2026(inbillionU.S.dollars)B2BdigitaladspendintheU.S.2022-2026252023.0520.8918.3415.9614.6151050202220232024*2025*2026*40Description:In2024,business-to-business(B2B)digitaladvertisingspendingintheUnitedStatesamountedtoanestimated18.3billionU.S.dollars.Theannualvaluewasprojectedtoreach23billiondollarsby2026.ReadmoreNote(s):2022and2023;*Forecast.ReadmoreSource(s):eMarketerLeadingwaysbusiness-to-business(B2B)marketersutilizedartificialintelligence(AI)intheUnitedStatesasofSeptember2024LeadingwaysB2BmarketersutilizedAIintheU.S.2024Shareofrespondents0%10%20%30%40%39%50%60%ContentCoding52%PresentationsDesign35%30%Chatbots27%WebsitedevelopmentProductivity25%22%Automation16%VideocreationNotapplicable8%2%41Description:Duringasurveyamongbusiness-to-business(B2B)marketersintheUnitedStatespublishedinSeptember2024,approximately52percentreportedusingartificialintelligence(AI)forcontent-relatedefforts.Codingandpresentationsfollowed,respectivelymentionedby39and35percentofrespondents.ReadmoreNote(s):UnitedStates;asofSeptember10,2024Source(s):SagefrogDigitaladvertisingtouchpointsintheU.S.asofDecember2024DigitaladvertisingtouchpointsintheU.S.2024Shareofrespondents0%5%10%15%20%25%30%35%40%45%SocialmediawebsitesandappsVideo-streamingservices(e.g.,Netflix,AmazonPrime)Videoportals(e.g.,YouTube)43%37%36%