Search Advertising - Americas

Americas

Highlights

Ad spending in the Search Advertising market in Americas is forecasted to reach US$153.80bn in 2024.
The expected annual growth rate (CAGR 2024-2030) is 9.13%, leading to a projected market volume of US$259.90bn by 2030.
When compared globally, the United States will contribute the most to ad spending, reaching US$137.00bn in 2024.
By 2030, 66% of the total ad spending in the Search Advertising market in Americas will come from mobile.
The average ad spending per internet user in the Search Advertising market is estimated to be US$178.60 in 2024.
In the United States, the shift towards data-driven decision-making is driving innovation and growth in the Search Advertising market.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Americas is experiencing steady growth and development due to changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Americas have shifted towards online shopping and digital platforms, leading to an increased demand for search advertising. Consumers are increasingly relying on search engines to find products and services, making search advertising an effective way for businesses to reach their target audience. Additionally, the ease of use and convenience of online shopping has further fueled the growth of the search advertising market in the region. Trends in the market show a shift towards mobile search advertising. With the increasing adoption of smartphones and mobile devices, consumers are conducting searches on the go. This has created new opportunities for businesses to target mobile users through mobile search advertising. Advertisers are optimizing their campaigns for mobile devices to ensure maximum visibility and engagement with their target audience. The rise of voice search is also impacting the search advertising market, as consumers are using voice assistants to perform searches. Advertisers are adapting their strategies to optimize their campaigns for voice search, ensuring that their ads are relevant and visible to users. Local special circumstances in the Americas, such as the diverse cultural and linguistic landscape, have also influenced the development of the search advertising market. The region consists of multiple countries with different languages and cultural preferences. Advertisers need to tailor their campaigns to specific regions and demographics to effectively reach their target audience. This requires a deep understanding of local customs, language nuances, and consumer behavior. Advertisers who can effectively navigate these local special circumstances are able to gain a competitive edge in the market. Underlying macroeconomic factors, such as the growing GDP and increasing internet penetration rate, have also contributed to the growth of the search advertising market in the Americas. As the economy grows, businesses have more resources to invest in advertising and marketing. The increasing internet penetration rate means that more people have access to online platforms, creating a larger audience for search advertising. These macroeconomic factors provide a favorable environment for the search advertising market to thrive. In conclusion, the Search Advertising market in Americas is developing due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers who can adapt to these factors and tailor their campaigns to the specific needs of the region are well-positioned to succeed in this growing market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.