From Investing.com: 2024-09-15 04:30:00

The U.S. advertising market is set to grow by 9.4% in 2024, driven by digital and performance advertising. The shift to digital channels, including retail media and connected TV, is reshaping the landscape. Traditional media like linear TV and radio are facing declines, while outdoor advertising is seeing a resurgence.

Tech giants like Meta and Google are leading the digital ad market, leveraging AI for better ad performance. Meta’s investments in video services and ad personalization are driving engagement, while Google remains strong in search advertising. Amazon, despite challenges in CTV, is expected to see growth with upcoming ad load increases.

Overall, the U.S. ad market is expected to experience strong growth, but some sectors like CTV may slow down. Late-cycle media like retail and political advertising will help offset any slowdown, ensuring healthy market performance. The broader digital transformation is impacting traditional ad agencies, with Omnicom well-positioned for growth, while Roku faces challenges in the CTV space.



Read more at Investing.com: The US ad market outlook for the rest of 2024 By Investing.com