Market Insights Advertising & Media Advertising

Social Media Advertising - Americas

Americas

In the Americas, ad spending in the Social Media Advertising market is projected to reach US$95.81bn in 2024.
This spending is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 10.47%, resulting in a projected market volume of US$157.60bn by 2029.
In a global context, the majority of ad spending will be generated China, with an expected figure of US$84,650.00m in 2024.
Within the Social Media Advertising market, it is anticipated that 85% of total ad spending will be attributed to mobile by 2029.
Additionally, the number of users in the Social Media Advertising market in the Americas is expected to reach 916.2m users by 2029.
In the United States, social media advertising is increasingly focusing on authenticity and user-generated content to enhance brand trust and engagement.

Key regions: United States, France, Japan, Europe, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Social Media Advertising market in Americas is experiencing significant growth and development. Customer preferences are shifting towards digital platforms, leading to increased demand for social media advertising. Additionally, there are several trends in the market that are driving this growth, including the rise of influencer marketing and the increasing use of mobile devices. Furthermore, there are local special circumstances and underlying macroeconomic factors that are contributing to the development of the market. Customer preferences in the Americas are increasingly focused on digital platforms, with social media becoming a popular choice for advertising. This is due to the widespread use of social media platforms among the population, as well as the ability to target specific demographics and track the effectiveness of campaigns. Customers are also seeking more personalized and interactive advertising experiences, which social media platforms can provide. One of the key trends in the Social Media Advertising market in the Americas is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are being utilized by brands to promote their products or services. This form of advertising is effective because it leverages the trust and credibility that influencers have built with their followers. As a result, brands are allocating a significant portion of their advertising budgets towards influencer marketing. Another trend in the market is the increasing use of mobile devices for accessing social media platforms. With the widespread adoption of smartphones and tablets, people are spending more time on social media platforms through their mobile devices. This has led to a shift in advertising strategies, with brands focusing on creating mobile-friendly ads and optimizing their campaigns for mobile users. As a result, mobile advertising on social media platforms is experiencing significant growth. In addition to customer preferences and market trends, there are also local special circumstances that are influencing the development of the Social Media Advertising market in the Americas. For example, in North America, there is a highly competitive market with a large number of social media platforms and advertising agencies. This competition is driving innovation and pushing companies to develop new strategies to attract customers. Furthermore, the underlying macroeconomic factors in the Americas are also contributing to the growth of the market. The region has a strong economy and a large consumer base, which provides a favorable environment for advertising. Additionally, the increasing internet penetration and access to smartphones are creating more opportunities for social media advertising. In conclusion, the Social Media Advertising market in the Americas is experiencing significant growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the rise of influencer marketing, and the increasing use of mobile devices are driving the growth of the market. Additionally, the competitive market landscape and the favorable macroeconomic conditions in the Americas are further fueling the development of the Social Media Advertising market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). 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, social media 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.