The U.S. advertising industry saw a robust 9.6% growth in Q2 2024, marked by three consecutive quarters of around 10% growth, driven by a healthy economy.
Madison and Wall's analysts predict a slowdown in growth for the latter half of 2024, primarily due to higher growth rates in Q3 and Q4 of 2023.
Brain Wieser noted that the ad market is healthy overall, despite contrasting performances among major digital platforms and legacy media owners.
Digital ad platforms experienced a staggering 16.4% growth in Q2 2024, bolstered by retail media networks and increasing spend from CPG manufacturers.
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