Following a turbulent third quarter in advertising, our updated forecast shows it’s not all bad news. Digital ad spending will reach $248.72 billion in the US this year, up 12.5% over 2021, according to our forecast updated at the end of October. Spend grew by 37.2% last year, but slowed significantly in 2022 as it normalized from pandemic growth.
Our crystal ball: In 2026, digital ad spending will reach $385.47 billion and make up 80.9% of total media ad spend.
Here’s how digital ad spend breaks down:
Digital deep dive: Within total media spend, ad dollars are flowing to digital. In 2019, digital accounted for 55.6% of total US media ad spend. This year, it will account for 71.8%.
Stable coins: The economy looks nothing like it did last year, but our forecast for digital ad spend hasn’t changed much. Where spending is going within the category will shift.
Social anxiety: The third quarter was challenging for Big Tech, fueled by a hurting economy, the continued effects of Apple’s AppTrackingTransparency, and an overall musk of uncertainty.
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