2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth

2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.

This study provides:

• A view into overall ad spend as well as at the channel level
• A perspective on industry challenges and growth strategies
• Insights into planning timeframes and ad supply chain sustainability practices

Key findings include:

• Buyers project to increase their ad spend 9.5% in 2024 vs. 2023.
• Buyers’ top goals . . .
  

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The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. There are 42 IABs licensed to operate in nations around the world and one regional IAB, in Europe. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco. https://www.iab.com/

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