The U.S. ad market is expecting a strong year.

The U.S. ad market is in full expansionary mode, rising at high single-digit increases, and Digital Out-of-Home (DOOH) outperforms other media in favorability and action. Following are highlights from recent studies:

The U.S. ad market expands at high single-digit increases and is projected to surpass with double-digits:

  • The U.S. ad market expands for its 13th consecutive month in April, rising 9.1% over the same month in 2023.
  • Small ad categories continue to lead the expansion at three times the rate (15.5%) of the top ten categories (4.6%).
  • April is the first month in a while to post an increase on top of a prior year increase: April 2023 was up 0.7% over April 2022.

DOOH exceeds other media in driving favorability and action among consumers:

  • Nearly three-quarters of consumers view DOOH ads favorably, surpassing other media.
  • Almost 75% are likely to share DOOH ads that feature their favorite products or brands.
  • About 80% are likely to take action after seeing DOOH ad content they deem entertaining or visually appealing.

According to several forecasts, the U.S. ad market is expecting a strong year, with some experts predicting double-digit growth, while DOOH continues its strength in engaging consumers.

Source: MediaPost, reported by Joe Mandese; (1) Guideline's U.S. Ad Market Tracker; (2) The Harris Poll, reported by OAAA