The North American advertising industry has undergone a fundamental digital overhaul in recent years to meet rapid changes in consumer demand and behavior. Fueled by
and insatiable demand for online media content, marketers across the continent are inevitably directing ever-larger budgets to digital channels and platforms. In 2024,
was estimated at approximately 335 billion U.S. dollars, and a further increase is projected in the following years.
United States
The United States is a leader in digital advertising in North America by a wide margin and the main driver of growth in the continent. Based on the latest estimations, the
country's share in digital ads in the region accounted for more than 93 percent. In 2024, search was by far the
format with the largest share of online ad expenses. Moreover, this share is expected to rise in the coming years and will account for almost half of all online advertising expenditure by 2028. Meanwhile, a 2024 survey found that search engines ranked among the
advertising touchpoints with the highest reach in the U.S. at 32 percent.
Canada
Canada has one of the
highest online penetration rates worldwide. Considering that online users spend significantly more time online than with any other traditional media or entertainment format, it is not surprising that advertisers have begun to focus on this area and follow suit. In 2023,
internet advertising revenue in Canada reached an all-time high of 15.93 billion Canadian dollars, up from 14.17 billion Canadian dollars a year earlier. This represented an annual growth of over 12 percent. Although the United States’ northern neighbor only accounts for a small share of investments in North America,
Canada’s advertising industry is on an irrevocably digital path.
Mexico
Mexico is catching up to its digitally mature North American neighbors, albeit at a slightly later stage. TV was the primary beneficiary of ad expenditures in the country for a long time, but this status has changed lately. In 2023,
digital's share exceeded 59 percent of the Mexican ad market value. Furthermore,
Mexican advertisers boosted their digital ad investments by 7.7 percent that year. This strong upward trend in spending also runs through many other Latin American markets, including Peru, Argentina, Chile, and Colombia.
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