Data from earlier in 2024 show that the US media ad market is doing well, with total media ad spend expected to hit $389.49 billion by the end of this year. With a boost from digital, 2025’s media ad spend should reach – and possibly exceed - $400 billion. 

Even though there are issues with measurement of digital campaigns, it is expected that digital spend will increase by 16% over 2023 to over $62 billion. Linear TV ad spend will be eclipsed by digital video spend for the first time in 2024 as viewers continue to shift from linear to digital.

With digital – online video and CTV in particular – measurement is adversely affected by unreliable publisher-level measurement frameworks. Buyers are having a hard time understanding placement, viewability and guarantees with online video. CTV has issues with minimal shared show-level data and varying means of measurement. As a result, 90% of digital advertisers are using alternative means to measure audiences, and over 75% have requested that vendors offering measurement solutions provide more transparency, performance-based solutions and access to first party data. They also want help to set new data standards.

Trends affecting media ad spend for the remainder of 2024 include:

• Short-form video. Although no ban of TikTok has been implemented to date, media advertisers would be wise to consider alternative platforms for short-form videos – YouTube Shorts, Instagram reels, or ads on streaming TV or audio channels.
• Connected TV. Advertisers need to pay attention to the content being watched by their audience, as viewers follow content, not platforms.
• AI. Media providers are shifting to the use of AI for various strategies such as generating content, creative and targeting.