Hi John,

Retail and CPG will lead in both digital and traditional ad spending this year, but political ad spending is distorting the metrics. 

Here’s what the data tells us:

• Nearly every US industry outperformed EMARKETER’s ad spending expectations in 2023, and most will see growth accelerate in 2024.
• Four industries will exceed the national digital ad spending 12.6% growth rate.
• Tech-related industries lean toward display and mobile ads, while travel and healthcare lean toward search and nonmobile ads.

Discover the key drivers of US ad spending in my latest EMARKETER report, “US Ad Spending by Industry 2024: A Surge for Telecom, Big Money From Retail and CPG, and a Major Distortion Thanks to Politics.”

Sincerely,
Ethan Cramer-Flood
Principal Forecasting Writer
EMARKETER

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