美国广告行业市场前景及投资研究报告-培训课件外文版2024.6游戏内置广告

INDUSTRIES

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MARKETSAdvertisingintheUnitedStatesCHAPTER

01OverviewRevenueintheadvertisingmarketUnitedStatesfrom2019to2029(inbillionU.S.dollars)RevenueintheadvertisingmarketUnitedStates2019-20296005004003002001000201920202021202220232024202520262027202820294Description:TheadspendingintheadvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2029byintotal120billionU.S.dollars(+28.41percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach542.32billionU.S.dollarsandthereforeanewpeakin2029.Notably,theadspendingoftheadvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedStates;2019to2029Source(s):MarketInsightsAdvertisingrevenueintheUnitedStatesfrom2023to2027,bymedium(inbillionU.S.dollars)AdrevenueintheU.S.2023-2027,bymedium2023222.472.416.210.811.18.32024233.872.816.3112025245.873.216.511.110.67.52026258.473.716.611.310.47.12027271.774.116.811.510.26.8InternetTV*Radio**OOHNewspaper**ConsumermagazineTrademagazineDigitalmusicstreamingPodcast10.97.93.53.43.33.33.22.32.42.52.62.71.41.51.71.82Videogames***Cinema1.71.71.71.81.80.80.80.80.90.95Description:In2023,onlineadvertisingrevenueintheUnitedStateswillexceed222billionU.S.dollars,morethanallotherlistedmediacombined.Thesourceforecastthatdigitaladspendingwillcontinuetoexpandoverthefollowingfouryears,reachingalmost272billiondollarsby2027.Meanwhile,TV,radio,andout-of-home(OOH)adexpenditureswillincreaseatacompoundannualgrowthrate(CAGR)oflessthantwopercentduringthatperiod.TVadrevenue–whichexcludesconnectedTV(CTV)[...]

ReadmoreNote(s):UnitedStates;2022;forecast;traditionalmediavaluesincludedtheirdigitalequivalentsSource(s):MarketingCharts;PwC;ChangeinadvertisingrevenuesintheUnitedStatesin2023,bymediumChangeinadvertisingspendingintheU.S.2023,bymediumAnnualchangeinrevenues-7%-5%-3%-1%1%3%5%7%9%11%13%B2B11.7%CinemaInternet9.9%7.3%6.7%OOH*VideogamesandeSportsMusic,radio,andpodcastsTV**5.9%4.1%0.4%Newspaperandconsumermagazine-5.2%6Description:In2023,business-to-business(B2B)wasthefastest-growingadvertisingchannelintheUnitedStates,withadrevenuesrising11.7percent–theonlydouble-digitincreaserateamongthepresentedmedia.Cinemarankedsecond,growingby9.9percent.Despiteitsplacement,historically,adservicesaccountedforlessthanthreepercentofmovietheaters'financialresultsintheU.S.ReadmoreNote(s):UnitedStates;2023;*Includingdigitalout-of-home(DOOH).**Includingbroadcast(freeandpayTV)andonline(in-streamadrevenuesfrompre-,mid-,andpost-rollcommercials).

ReadmoreSource(s):IAB(U.S.);PwCUSEstimatedrevenueoftheadvertising,publicrelations,andrelatedservicesindustryintheUnitedStatesfrom2004to2022(inbillionU.S.dollars)Estimatedrevenueofthead,PR,andrelatedservicesindustryintheU.S.2004-2022180170.9616014012010080153.4137.93

138.12128.94117.62110.45102.0897.8592.7687.43

86.8387.3481.282.1279.1177.4371.1965.936040200'04'05'06'07'08'09'10'11'12'13'14'15'16'17'18'19'20'21'227Description:In2022,revenuesoftheadvertising,publicrelations(PR),andrelatedservicessectorintheUnitedStatesreachednearly171billionU.S.dollars,upfromlittlemorethan153billiondollarsayearearlier–anannualgrowthofalmost11.5percent.Forcomparison,theU.S.ad,PR&mediabuyingsector'sexpensesincreasedby12.5percenttoabout107billiondollarsin2022.ReadmoreNote(s):UnitedStates;2004to2022;includingad,PR,andmediabuyingagencies,mediarepresentatives,outdooradvertising,anddirectmailadvertisingcompanies,admaterialdistributionservices,andotherservicesrelatedtoadvertisingSource(s):USCensusBureauEstimatedexpensesoftheadvertising,publicrelations,andrelatedservicesindustryintheUnitedStatesfrom2007to2022(inbillionU.S.dollars)Estimatedexpensesofthead,PR,andrelatedservicesindustryintheU.S.2007-2022120106.9310080604020095.0489.4685.784.780.0775.171.0569.5367.5764.6860.4160.4957.5457.7756.0220072008200920102011201220132014201520162017201820192020202120228Description:In2023,theexpensesoftheadvertising,publicrelations(PR),andrelatedservicessectorintheUnitedStatesreachedalmost107billionU.S.dollars,upfrom95billiondollarsayearearlier.Thatrepresentsanannualincreaseofapproximately12.5percent.ReadmoreNote(s):UnitedStates;2007to2022;includingad,PR,andmediabuyingagencies,mediarepresentatives,outdooradvertising,anddirectmailadvertisingcompanies,admaterialdistributionservices,andotherservicesrelatedtoadvertisingSource(s):USCensusBureauLargestadvertisersintheUnitedStatesin2022(inbillionU.S.dollars)LargestadvertisersintheU.S.2022AdvertisingexpenditureinbillionU.S.dollars0246810121416AmazonComcastCorp.13.56.76Procter&GambleCo.WaltDisneyCo.5.065.05Alphabet(Google)4.374.27AmericanExpressCo.CapitalOneFinancialCorp.VerizonCommunicationsWalmart3.843.563.413.34CharterCommunications9/statistics/275446/ad-spending-of-leading-advertisers-in-the-usIn2022,AmazonwasthelargestadvertiserintheUnitedStates,withadvertisinginvestmentsreachingaround13.5billionU.S.dollars.OtherprominentadvertisersonthislistincludedComcast,Procter&Gamble,WaltDisney,andAlphabet(Google).

ReadmoreNote(s):UnitedStates;2022Source(s):AdvertisingAge;Pathmatics;VivvixMeasuredmediaadvertisingspendingintheUnitedStatesin2022,bycategory(inbillionU.S.dollars)U.S.measuredmediaadspend2022,bycategorySpendinginbillionU.S.dollars10

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200525303540455055RetailGeneralservices49.722.1Telecommunications,internetservicesandISPMedicineandremediesAutomotive19.715.113.913.412.410.810.39.89.2FinancialservicesMediaInsuranceAirlines,hotels,carrentalandtravelGovernment,politicsandreligionRestaurantsFood,beveragesandcandyComputersandsoftwarePersonalcare7.56.36.1Apparel5.910Description:MeasuredmediaspendingintheU.S.retailsectorreached49.7billionU.S.dollarsin2022.Thecategoryrecordedbyfarthehighestinvestmentinadvertisingthatyear,whichincludesspendingonTV,magazines,newspapers,radio,outdoor,anddigitaladvertising.ReadmoreNote(s):UnitedStates;2022;measuredmediaonlySource(s):AdvertisingAge;KantarLocaladvertisingrevenueintheUnitedStatesfrom2019to2024(inbillionU.S.dollars)LocaladvertisingrevenueintheU.S.2019-2024200180160175.6163.8161.7148.6142.4134.11401201008060402002019202020212022*2023202411Description:ThesourceforecastthatlocaladvertisingrevenueintheUnitedStateswillgrowbynearlyninepercentin2024,surpassing175billionU.S.dollars.Theincreasewaspartiallycreditedtothepresidentialelection.Comparedto2020–theyearoftheU.S.lastpresidentialelection–therevenuewillrisebyanestimated31percent.ReadmoreNote(s):UnitedStates;2019to2023;estimates;*Source(s):BIAAdvisoryServices;calculatedthefigurebasedonthesource'sdata.Datapreceding2024wasretrievedfromearlierreleases.

ReadmoreLeadingpaidmediaintheUnitedStatesin2023,bylocaladvertisingrevenue(inbillionU.S.dollars)LeadingpaidmediaintheU.S.2023,bylocaladvertisingrevenue4037353025201510532280DirectmailMobilePC/laptop12Description:Accordingtomid-2023estimates,directmaillocaladvertisingintheUnitedStateswouldgeneratearound37billionU.S.dollarsinrevenuesthatyear,makingitthelargestlocalpaidchannel.ThemobileandPC/laptopsegmentswouldfollowwith32billionand28billiondollars,respectively.ReadmoreNote(s):UnitedStates;June2023;estimates;topthreeonlySource(s):BIAAdvisoryServicesLeadingadvertisingpitchesintheUnitedStatesin2023,bymediaspending(inmillionU.S.dollars)Leadingmulti-marketadvertisingpitchesintheU.S.2023,bymediaspendingMediaspendinginmillionU.S.dollars200

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4000100500600700800900GEICO(IPGMediabrands)Lowe's(SparkFoundry)815700ConstellationBrands(Initiative)Kimberly-Clark(SparkFoundry)KraftHeinz(Carat)53036535513Description:IPGMediabrandswonthehighest-spendingadvertisingpitchintheUnitedStatesin2023,asalespresentationforBerkshireHathaway-runautoinsurancecompanyGEICOwithmediaspendingof815millionU.S.dollars.SparkFoundry–controlledbythePublicisGroupe–madeittwiceintotheU.S.topfive.Itrankedsecondwitha700-million-dollarpitchforLowe'sandfourthwitha365-million-dollarpitchforKimberly-Clark.ReadmoreNote(s):UnitedStates;2023;among28billionU.S.dollarsofmediaspendreviewedduringtheyearSource(s):COMvergenceCHAPTER

02BroadcastmediaTVadvertisingspendingintheUnitedStatesfrom2011to2027(inbillionU.S.dollars)TVadvertisingspendingintheU.S.2011-20278072.471.2970.2270.5968.5468.8870605040302010066.3566.6465.6664.5460.6660.3860.566057.7157.0254.742011201220132014201520162017201820192020202120222023*

2024*

2025*

2026*

2027*15Description:TelevisionadvertisingspendingintheUnitedStateswasprojectedtoamountto60.38billionU.S.dollarsin2022,markingadecreasecomparedtothepreviousyear.Spendingwasexpectedtocontinuedecreasingoverthenextfewyears,beforereachinganexpected54.74billionin2027.ReadmoreNote(s):UnitedStates;2011to2022;includesbroadcastTV(network,syndicationandspot)andcableTV;*Forecast.Excludesdigital.Figurespriorto2023comefrompreviousreporting.

ReadmoreSource(s):eMarketer;InsiderIntelligenceUpfrontTVadvertisingspendingintheUnitedStatesfrom2019to2025(inbillionU.S.dollars)UpfrontTVadspendintheU.S.2019-20252519.33190418.7918.6417.9102019-20202020-20212021-20222022-20232023-2024*2024-2025*16Description:UpfrontTVadspendingintheUnitedStatesamountedto19.33billionU.S.dollarsinthe2022/2023broadcastseason.Inthe2023/2024broadcastseasonupfrontspendingisexpectedtodecreaseto18.64billiondollars.

ReadmoreNote(s):UnitedStates;2019to2022;*Forecast.Figurespriorto2020-2021takenfromearlierreports.ReadmoreSource(s):eMarketer;InsiderIntelligenceLeadingadvertisersonbroadcastnetworkTVintheUnitedStatesin2022,byadspend(inmillionU.S.dollars)LargestadvertisersonbroadcastnetworkTVintheU.S.2022SpendinginmillionU.S.dollars200

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4000100500600700800Procter&GambleCo.Amazon696397386BerkshireHathawayVerizonCommunicationsWaltDisneyCo.341336336328ProgressiveCorpGeneralMotorsCo.DeutscheTelekom(T-MobileUS)AbbVie307299Apple27317Description:In2022,Procter&Gamblespentnearly700millionU.S.dollarsonadvertisingonbroadcastnetworkTVintheUnitedStates.Thecompanyrankedasthecountry'sleadingadvertiseronbroadcastnetworktelevision.Amazonrankedsecond,withanadexpenditureofalmost400milliondollars.ReadmoreNote(s):UnitedStates;2022;measuredmediaonly;includesSpanish-languageTVnetworksSource(s):AdvertisingAge;Pathmatics;VivvixLeadingadvertisersoncableTVnetworksintheUnitedStatesin2022,byadspend(inmillionU.S.dollars)LargestadvertisersoncableTVnetworksintheU.S.2022SpendinginmillionU.S.dollars0100200300400500600700800Procter&GambleWaltDisneyCo.BerkshireHathawayAbbVie746485427423Amazon387PepsiCo363WarnerBros.DiscoveryProgressiveCorp.ComcastCorp.InspireBrands33730129727918Description:In2022,Procter&Gamblespent746millionU.S.dollarsonadvertisingoncableTVintheUnitedStates.ThecompanyrankedastheleadingadvertiseroncableTVnetworksinthecountry.TheWaltDisneyCompanycamesecondwithadexpendituresof485milliondollars.ReadmoreNote(s):UnitedStates;2022;measuredmediaonlySource(s):AdvertisingAge;Pathmatics;VivvixRadioadvertisingrevenueintheUnitedStatesandCanadain2023and2027(inbillionU.S.dollars)RadioadvertisingrevenueintheU.S.&Canada2023-20271816.816.216141210864202023202719Description:In2023,radioadvertisingrevenueintheUnitedStatesandCanadawillamounttoanestimated16.2billionU.S.dollars.Thesourceprojectedthatthevaluewillgrowbyaround3.7percentinfouryears,reaching16.8billiondollarsby2027.

ReadmoreNote(s):Canada,UnitedStates;2022;forecastSource(s):MarketingCharts;PwCLeadingradioadvertisersintheUnitedStatesfromJanuarytoAugust2023,byadspend(inmillionU.S.dollars)LargestradioadvertisersintheU.S.2023SpendinginmillionU.S.dollars01020304050607080ComcastCorp.Pfizer69.159.5ProgressiveIndeed4529.7T-Mobile25.820Description:Inthefirsteightmonthsof2023,ComcastCorp.spent69.1millionU.S.dollarsonradioads,makingittheleadingradioadvertiserintheUnitedStates.OtherorganizationsonthelistincludedPfizer,Progressive,andIndeed.

ReadmoreNote(s):UnitedStates;January1toAugust31,2023Source(s):InsideRadio;VivvixLeadingradioadvertiserindustriesintheUnitedStatesin2022,byradioadspending(inmillionU.S.dollars)LeadingradioadvertiserindustriesintheU.S.2022,byradioadspendingSpendinginmillionU.S.dollars100

150050200250300350400450RetailMiscellaneousservicesandamusementsGovernment,politicsandorganizationsCommunications393.88365.46338.88261.37Financial239.6Insuranceandrealestate219.44MediaandadvertisingMedicinesandproprietaryremediesRestaurants166.43162.13148.97BusinessandtechnologynotelsewhereclassifiedAutomotive,automotiveaccessoriesandequipmentPublictransportation,hotles,andresortsGames,toys,andhobbycraft82.0551.6251.1749.8721Description:In2022,theretailindustryspentalmost394millionU.S.dollarsonradioadvertisingintheUnitedStates,thehighestexpenditureamongallsectorsofadvertisers.Miscellaneousservicesandamusementsfollowedwithaninvestmentofover365milliondollarsinthemedium,whilethegovernment,politics,andorganizationssegment'sexpenditureamountedtonearly339milliondollars.ReadmoreNote(s):UnitedStates;2022;includesnetworkandnationalspotSource(s):RadioAdvertisingBureau;VivvixCHAPTER

03PrintmediaEstimatedrevenueofnewspaperpublishersintheUnitedStatesfrom2010to2021,bysource(inbillionU.S.dollars)U.S.newspaperpublishersrevenue2010-2021,bysourceAdvertisingspaceSubscriptionandsalesAllotheroperatingrevenuePrintingservicesforothersDistributionservices4035302520151051.271.211.182.011.251.1521.331.081.061.461.460.622.211.110.541.950.551.150.468.491.911.241.091.161.371.168.221.770.367.861.198.851.027.988.091.718.968.969.169.268.88.7820.38201018.88201117.25201216.13201315.76201414.87201513.813.79201712.79201811.65201910.22202010.1720210201623Description:In2021,theU.S.newspaperpublishersgenerated10.17billionU.S.dollarsrevenuefromadvertisingspaces,aslghtdecreasefrom10.22billionU.S.dollarsin2020.Thesecondbiggestrevenuecamefromsubscriptionsandsales.

ReadmoreNote(s):UnitedStates;2010to2021;includesalltaxableemployerfirmsSource(s):USCensusBureauAdvertisingspacerevenueofU.S.newspapersfrom2013to2021(inbillionU.S.dollars)AdvertisingrevenueofU.S.newspapers2013-20211816.1315.7616141210814.8713.813.7912.7911.6410.2210.17642020132014201520162017201820192020202124Description:In2021,advertisingrevenueofU.S.newspaperpublishersamountedto10.17billionU.S.dollars,slightlydownfrom10.22billioninthepreviousyear.Newspaperadspacerevenuehasbeenwaveringforsometime,andlooksunlikelytorecovertothelevelsrecordedfiveyearsago.ReadmoreNote(s):UnitedStates;2013to2021Source(s):USCensusBureauEstimatedrevenueofperiodicalpublishersintheUnitedStatesfrom2010to2021,bysource(inbillionU.S.dollars)U.S.periodicalpublishersrevenue2010-2021,bysourceAdvertisingspaceSubscriptionandsalesAllotheroperatingrevenuePrintingservicesforothersSalesorlicencingofrightstocontent3530252015105020102011201220132014201520162017201820192020202125Description:In2021,U.S.periodicalpublishersgenerated8.6billionU.S.dollarsthroughadvertisingspace,downfrom8.96billionU.S.dollarsin2020.Youcanfindthefullrevenuefiguresfrom2005to2021here.

ReadmoreNote(s):UnitedStates;2010to2021;includesalltaxableemployerfirmsSource(s):USCensusBureauMagazineadvertisingspendingintheUnitedStatesfrom1stquarter2019to4thquarter2021(inmillionU.S.dollars)QuarterlymagazineadspendintheU.S.2019-20213,0002,548.942,5002,0001,5001,0005002,353.172,227.291,973.211,755.841,728.811,711.921,660.321,571.51,336.21,267.141,228.240Q1'19Q2'19Q3'19Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'2126Description:Inthelastquarterof2021,magazineadvertisingspendingintheUnitedStatesamountedto1.71billionU.S.dollars,down2.5percentfromthe1.76billiondollarsrecordedayearearlierinthefourthquarterof2020.

ReadmoreNote(s):UnitedStates;Q12019toQ42021;grossfigures;excludngvolumediscountsSource(s):NielsenLeadingmagazineadvertisersintheUnitedStatesin2022,byadspend(inmillionU.S.dollars)LargestmagazineadvertisersintheU.S.2022SpendinginmillionU.S.dollars60

8002040100120140160180200Procter&Gamble182LVMHMoëtHennessyLouisVuitton177Nestlé133BradfordGroup126PfizerKenvue11099Unilever89NorweiganCruiseLineHoldingsMarsInc.7469CompagnieFinancièreRichemont6527Description:Procter&Gambleplacedfirstinarankingof2022leadingmagazineadvertisersintheUnitedStates,havingspent182millionU.S.dollarsonmagazineads.LVMHMoëtHennessyLouisVuittontookthesecondspotthatyear,withamagazineadspendof177millionU.S.dollars.ReadmoreNote(s):UnitedStates;2022;measuredmediaonly;includesconsumermagazines,Sundaymagazines,localmagazines,Spanish-languagemagazines,andbusiness-to-businessmagazinesSource(s):AdvertisingAge;Pathmatics;VivvixCHAPTER

04OutdoorOut-of-home(OOH)advertisingrevenueintheUnitedStatesfrom2007to2023(inbillionU.S.dollars)Out-of-home(OOH)advertisingrevenueintheU.S.2007-20231098.738.568.5687.787.567.37.37.337.0976.96.7765432106.46.16.075.92007200820092010201120122013201420152016201720182019202020212022202329Description:In2023,out-of-home(OOH)advertisingrevenueintheUnitedStatesgrewbyabouttwopercenttoapproximately8.73billionU.S.dollars.Thatwasthefirsttimetheannualfigureexceededthe8.56billion-dollarspendingrecordedin2019,beforetheCOVID-19outbreak–lockdownsinresponsetothepandemicledtoahistoricdropintheoutdooradexpenditure.ReadmoreNote(s):UnitedStates;2007to2023Source(s):OAAA;VivvixEstimatedrevenueofoutdooradvertisingcompaniesintheUnitedStatesfrom2000to2022(inbillionU.S.dollars)Estimatedrevenueofout-of-home(OOH)advertisingcompaniesintheU.S.2000-2022109.118.898.7898765432108.237.987.847.827.557.167.09

7.097.04

7.04

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7.067.0276.555.935.154.754.624.51'00'01'02'03'04'05'06'07'08'09'10'11'12'13'14'15'16'17'18'19'20'21'2230Description:In2022,outdooradvertisingcompaniesintheUnitedStatescollectivelygeneratedaround8.78billionU.S.dollarsinrevenues,upfrom7.55billiondollarsayearearlier–anannualgrowthofover16percent.The2022resultwasalsothefirsttosurpassthe2019pre-pandemicfigure,signallingthesector'srecoveryasmoreconsumersre-occupiedpublicspaces.ReadmoreNote(s):UnitedStates;2000to2022;allestablishmentsSource(s):USCensusBureauEstimatedexpensesofoutdooradvertisingcompaniesintheUnitedStatesfrom2007to2022(inbillionU.S.dollars)Estimatedexpensesofout-of-home(OOH)advertisingcompaniesintheU.S.2007-202276.346.276.0765432105.535.55.425.455.385.175.25.195.165.075.095.024.63200720082009201020112012201320142015201620172018201920202021202231Description:In2022,expensesofoutdooradvertisingcompaniesintheUnitedStatesamountedtoapproximately6.07billionU.S.dollars,upfrom5.16billiondollarsoneyearbefore–anannualincreaseofalmost18percent.Forcomparison,U.S.out-of-home(OOH)adcompanies'revenuesgrewbymorethan16percentto8.78billiondollarsin2022.ReadmoreNote(s):UnitedStates;2007to2022;allestablishmentsSource(s):USCensusBureauLeadingout-of-home(OOH)advertisingcategoriesintheUnitedStatesin2023,byOOHadspending(inmillionU.S.dollars)Leadingout-of-home(OOH)advertisingcategoriesintheU.S.2023,byOOHadspendingOOHadspendinginmillionU.S.dollars05001,0001,5002,0002,500LocalservicesandamusementsRetail2,360.52774.03Publictransportation,hotels,andresortsMediaandadvertising658.2605.33Government,politics,andorganizationsRestaurants563.88514.94Financial446.95413.07InsuranceandrealestateSchools,camps,andseminarsAutomotivedealersandservices324.13290.3532Description:In2023,thelocalservicesandamusementssegmentspentapproximately2.36billionU.S.dollarsonout-of-home(OOH)advertisingintheUnitedStates,makingittheleadingadvertisercategoryinoutdoormedia.Theexpendituresurpassedthoseofthesecond(retail),third(publictransportation,hotels,andresorts),andfourth-placed(mediaandadvertising)sectorscombined.Thatyear,U.S.OOHadrevenuesgrewbyovertwopercent.

ReadmoreNote(s):UnitedStates;2023Source(s):OAAA;VivvixChangeinout-of-home(OOH)advertisingexpenditureofthetopfourhighest-spendingcategoriesintheUnitedStatesin2023ChangeinOOHadspendofthetopfourhighest-spendingcategoriesintheU.S.2023Annualchange-23%-18%-13%-8%-3%2%7%12%17%22%Publictransportation,hotels,andresorts18%LocalservicesandamusementsRetail11.8%-3.4%Mediaandadvertising

-20.2%33Description:Ofthefourindustrieswiththehighestout-of-home(OOH)advertisingspendingintheUnitedStatesin2023,thecategoryencompassingpublictransportation,hotels,andresortsrecordedthehighestannualincreaseinOOHadexpenditureat18percent.Localservicesandamusements'outdooradspendinggrewbynearly12percent.Thatyear,U.S.totalOOHadrevenuesgrewbylittlemorethantwopercent.

ReadmoreNote(s):UnitedStates;2023Source(s):OAAA;VivvixYear-over-yearchangeinoverallout-of-home(OOH)anddigitalout-of-home(DOOH)advertisingrevenueintheUnitedStatesfrom1stquarter2022to2ndquarter2023YoYchangeinoverallOOHandDOOHadvertisingrevenueintheU.S.Q12022-Q22023Out-of-home(overall)Digitalout-of-home60%50%40%30%20%10%0%57%40.5%37%30.5%28.9%14%11%12.9%8.4%4.3%2.2%Q2'231%Q1'22Q2'22Q3'22Q4'22Q1'2334Description:Inthesecondquarterof2023,overallout-of-home(OOH)advertisingrevenuesintheUnitedStatesgrewbylittlemorethantwopercentcomparedtothesameperiodayearearlier.Meanwhile,digitalout-of-home(DOOH)adspendingincreasedbynearly13percent.Sinceatleastthebeginningof2022,DOOH'sgrowthrateswerealwayshigherthantotalOOH'sfigures,indicatinganupwardtrendfordigitaloutdoormediaintheU.S.ReadmoreNote(s):UnitedStates;Q12022toQ22023Source(s):MarketingCharts;OAAACHAPTER

05DigitalOnlineadvertisingrevenueintheUnitedStatesfrom2000to2023(inbillionU.S.dollars)OnlineadvertisingrevenueintheU.S.2000-202325020015010050225209.7189.3139.8124.6107.588.372.559.649.542.836.631.72623.4

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202336Description:OnlineadvertisingrevenueintheUnitedStatesgrewby7.3percentin2023comparedto2022,from210billionto225billionU.S.dollars.Thefigurefirstsurpassed100billiondollarsin2018and200billionin2022,owingtotheemergenceofnewchannelsandformatsincludingdigitalaudio(podcastsandstreaming)anddigitalvideo(streamingandCTV)aswellasstronggrowthfromretailmedia.ReadmoreNote(s):UnitedStates;2000to2023Source(s):IAB(U.S.);PwCDigitaladvertisingspendingintheUnitedStatesfrom2019to2028,byformat(inbillionU.S.dollars)DigitalMarketOutlook:digitaladvertisingspendingintheU.S.2019-2028,byformatSearchAdvertisingVideoAdvertisingBannerAdvertisingClassifieds450400350300250200150100500201920202021202220232024202520262027202837Description:Overthelasttwoobservations,theadspendingisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorachievesthemaximumvalueacrossallfourdifferentsegmentsbytheendofthecomparisonperiod.Notably,thesegmentSearchAdvertisingstandsoutwiththehighestvalueof188.56billionU.S.dollars.ReadmoreNote(s):UnitedStates;2019to2028Source(s):DigitalMarketInsightsChangeindigitaladvertisingspendingintheUnitedStatesfrom2021to2027ChangeindigitaladspendintheU.S.2021-202740%37.6%35%30%25%20%15%10%5%11.2%2024*10.9%2025*10.6%202210.3%2026*10%7.8%0%20212023*2027*38Description:U.S.digitaladvertisingspendingwasprojectedtoincreasebyroughlyeightpercentin2023.Ayearlater,thegrowthratewasexpectedtopickupbyacoupleofper