Traditional search, which excludes retail media search, is expected to claim the biggest share of US ad dollars in 2024, reaching $90.73 billion. However, the growth in spending on traditional search (8.6%) this year will be surpassed by retail media (26.0%), connected TV (18.8%), and digital (16.0%). By 2026, advertisers are projected to allocate more funds towards social networks than traditional search.
Over half (50.5%) of all search ad spending is anticipated to go to social networks in 2024. As the advertising landscape evolves, there is a clear shift towards social media platforms, indicating a growing dominance of social networks in the advertising expenditure landscape compared to traditional search.
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