Advertising - Americas | Statista Market Forecast

Ad spending in the Advertising market in the Americas is forecasted to reach US$491.10bn in 2024.
The largest market within the region is TV & Video Advertising with a market volume of US$167.00bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$425.90bn in 2024.
Within the Advertising market, 82% of total ad spending is projected to be generated through digital channels in 2030.
The average ad spending per capita in the TV & Video Advertising sector is estimated to be US$164.20 in 2024.
Moreover, within the Advertising market, Advertising market of 88% revenue is anticipated to be generated through programmatic advertising in 2030.
In the competitive American Advertising market, digital ad spending continues to surge, with a focus on personalized, interactive campaigns for maximum consumer engagement.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Americas is witnessing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Advertising market in Americas are shifting towards digital platforms and personalized experiences. With the increasing penetration of smartphones and internet connectivity, customers are spending more time online, creating opportunities for advertisers to reach their target audience through digital channels. Additionally, customers are seeking personalized and relevant advertisements that cater to their specific needs and interests. This has led to the rise of data-driven advertising, where advertisers use consumer data to deliver targeted and personalized ads. Trends in the market indicate a strong focus on video advertising and influencer marketing. Video advertising is gaining popularity due to its engaging and interactive nature, capturing the attention of customers and driving higher conversion rates. Advertisers are leveraging platforms such as YouTube, social media, and streaming services to deliver video ads to their target audience. Similarly, influencer marketing has gained traction as customers trust recommendations from influencers and perceive them as more authentic and relatable. This trend has led to the rise of influencer partnerships and sponsored content. Local special circumstances in the Advertising market in Americas vary across countries. In the United States, for example, the market is highly competitive and fragmented, with a large number of advertising agencies and media companies vying for market share. This has led to innovative advertising strategies and campaigns to stand out from the competition. In Brazil, on the other hand, the market is characterized by a strong presence of outdoor advertising due to high urbanization rates and a large population. Outdoor advertising, such as billboards and transit ads, remains a popular medium to reach a wide audience. Underlying macroeconomic factors play a crucial role in shaping the Advertising market in Americas. Economic growth, consumer spending, and business investments influence the overall advertising expenditure in the region. A growing economy and increasing disposable income lead to higher advertising budgets, allowing companies to invest more in their marketing efforts. Additionally, technological advancements and infrastructure development facilitate the growth of digital advertising, enabling advertisers to reach a wider audience and track the effectiveness of their campaigns. Overall, the Advertising market in Americas is experiencing growth and development driven by customer preferences for digital and personalized experiences, emerging trends in video advertising and influencer marketing, local special circumstances in different countries, and underlying macroeconomic factors such as economic growth and technological advancements. Advertisers need to adapt to these changes and leverage the opportunities presented by the market to effectively reach and engage their target audience.

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 Global Survey). 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).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.