J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowAd revenues in the U.S. 2024-2028, by medium
In 2024, online advertising revenues in the United States will reach an estimated 252.8 billion U.S. dollars, over twice as much as all other listed media combined. According to the projections, digital ad spending will continue to expand over the following four years, surpassing 275 billion dollars by 2028. Meanwhile, the results of broadcast TV will decrease. Radio and out-of-home (OOH) – including digital out-of-home (DOOH) – media will experience compound annual growth rates (CAGRs) of 0.6 and 2.4 percent in the period, respectively.
It is a digital world, after all
The internet's hegemony in the American market seems far from reaching a ceiling despite its skyrocketing growth throughout the 21st century. Between 2013 and 2023, online ad revenue in the U.S. increased more than five-fold, reaching 225 billion dollars in the latter year. Search, display, and video collectively accounted for over 90 percent of that figure, making them the U.S. leading formats by share of the digital ad spend.
Traditional media's role in the ad landscape
The ranking of fastest-growing ad media in the U.S. in 2023 reveals that only business-to-business (B2B) channels recorded double-digit increase rates. Cinema – still recovering from the pandemic – followed, along with the internet and OOH advertising.
