Change in advertising spending in the U.S. 2023, by medium

In 2023, business-to-business (B2B) was the fastest-growing advertising channel in the United States, with ad revenues rising 11.7 percent – the only double-digit increase rate among the presented media. Cinema ranked second, growing by 9.9 percent. Despite its placement, historically, ad services accounted for less than three percent of movie theaters' financial results in the U.S.

The U.S. B2B ad industry

The segment encompasses marketing initiatives aimed at other organizations rather than final consumers. According to another source's projections, B2B marketing data spending in the U.S. will surpass 3.8 billion dollars in 2024 and reach almost four billion dollars in the next year. Despite the expansion predictions, a late 2023 survey revealed that less than half of U.S. B2B marketers planned to increase their budgets in 2024, while over one-quarter intended to reduce it.

Screens and billboards

The internet was the third fastest-growing ad medium in 2023, at 7.3 percent. U.S. online ad spend reached an unprecedented 225 billion dollars that year. For comparison, half a decade earlier, in 2018, the figure stood below 108 billion dollars – therefore, the result skyrocketed by nearly 110 percent over five years. Meanwhile, the fourth place, out-of-home (OOH) media, with an increase rate of 6.7 percent, also reached new heights in 2023. The U.S. outdoor ad expenditure amounted to 8.73 billion dollars, the first result since the pandemic to surpass 2019 levels.