Social Media Advertising - NAFTA

NAFTA

Highlights

In NAFTA, ad spending in the Social Media Advertising market market is projected to reach US$90.99bn in 2024.
This ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 9.77%, leading to a projected market volume of US$159.20bn by 2030.
In a global context, the majority of ad spending is anticipated to be generated China, which is expected to reach US$84.65bn in 2024.
Within the Social Media Advertising market market, it is estimated that 86% of total ad spending will be derived from mobile sources by 2030.
Additionally, the number of users in the Social Media Advertising market market in NAFTA is expected to reach 491.8m users by 2030.
In the United States, social media advertising is increasingly focusing on authenticity and user-generated content to enhance brand engagement and consumer trust.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Social Media Advertising market in NAFTA is experiencing significant growth and development.

Customer preferences: Customers in NAFTA countries have shown a strong preference for social media advertising. With the increasing popularity of social media platforms such as Facebook, Instagram, and Twitter, users are spending more time on these platforms, creating a captive audience for advertisers. Additionally, customers appreciate the personalized and targeted nature of social media advertising, as it allows them to discover products and services that align with their interests and preferences.

Trends in the market: One major trend in the Social Media Advertising market in NAFTA is the shift towards video content. Video ads have proven to be highly engaging and effective in capturing the attention of users. Advertisers are leveraging the power of video to tell compelling stories and showcase their products or services in a more dynamic and interactive way. This trend is driven by the increasing availability of high-quality video content on social media platforms and the growing popularity of video-sharing platforms such as YouTube. Another trend in the market is the rise of influencer marketing. Influencers, who have built a large following on social media platforms, are partnering with brands to promote their products or services. These influencers have a strong influence over their followers and can effectively drive brand awareness and sales. Advertisers are recognizing the value of influencer marketing and are allocating a significant portion of their advertising budgets towards this strategy.

Local special circumstances: Each NAFTA country has its own unique set of circumstances that impact the Social Media Advertising market. In the United States, for example, the market is highly competitive, with a large number of advertisers vying for the attention of consumers. This has led to the development of innovative and creative advertising strategies to stand out from the crowd. In Canada, on the other hand, the market is more focused on bilingual advertising, with advertisers targeting both English and French-speaking audiences. This requires a deep understanding of the cultural nuances and preferences of each language group. In Mexico, the market is characterized by a growing middle class and an increasing internet penetration rate. This presents a significant opportunity for advertisers to reach a larger audience through social media advertising.

Underlying macroeconomic factors: The growth of the Social Media Advertising market in NAFTA is also influenced by underlying macroeconomic factors. The strong economies of the NAFTA countries, coupled with high levels of internet penetration and smartphone adoption, have created a favorable environment for the growth of social media advertising. Additionally, the increasing disposable income of consumers has led to higher spending on advertising, further fueling the growth of the market. In conclusion, the Social Media Advertising market in NAFTA is experiencing significant growth and development. Customer preferences for personalized and targeted advertising, along with the rise of video content and influencer marketing, are driving the trends in the market. Each NAFTA country has its own unique set of circumstances that impact the market, and underlying macroeconomic factors such as strong economies and high levels of internet penetration are also contributing to the growth of the market.

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.