Change in advertising spending in the U.S. 2023, by medium

In 2023, business-to-business (B2B) was the fastest-growing advertising channel in the United States, with ad revenues rising 11.7 percent – the only double-digit increase rate among the presented media. Cinema ranked second, growing by 9.9 percent. Despite its placement, historically, ad services accounted for less than three percent of movie theaters' financial results in the U.S. The U.S. B2B ad industryThe segment encompasses marketing initiatives aimed at other organizations rather than final consumers. According to another source's projections, B2B marketing data spending in the U.S. will surpass 3.8 billion dollars in 2024 and reach almost four billion dollars in the next year. Despite the expansion predictions, a late 2023 survey revealed that less than half of U.S. B2B marketers planned to increase their budgets in 2024, while over one-quarter intended to reduce it. Screens and billboardsThe internet was the third fastest-growing ad medium in 2023, at 7.3 percent. U.S. online ad spend reached an unprecedented 225 billion dollars that year. For comparison, half a decade earlier, in 2018, the figure stood below 108 billion dollars – therefore, the result skyrocketed by nearly 110 percent over five years. Meanwhile, the fourth place, out-of-home (OOH) media, with an increase rate of 6.7 percent, also reached new heights in 2023. The U.S. outdoor ad expenditure amounted to 8.73 billion dollars, the first result since the pandemic to surpass 2019 levels.

于2023年，美国的企业对企业（B2B）广告渠道成为增长最快的广告渠道，广告收入增长了11.7%，在所展示的媒体中，这是唯一的两位数增长比率。电影广告以9.9%的增长率位列第二。尽管其排名较高，但历史上，广告服务在美国电影院财务结果中所占比例不到3%。美国的B2B广告行业涵盖旨在针对其他组织而非最终消费者的市场推广活动。根据另一来源的预测，到2024年，美国B2B市场营销数据支出将超过38亿美元，并在下一年接近40亿美元。尽管有扩张的预测，但2023年末的一项调查显示，不到一半的美国B2B营销人员计划在2024年增加其预算，而超过四分之一的人打算减少。屏幕和广告牌方面，互联网在2023年成为第三快增长的广告媒介，增长率为7.3%。当年，美国在线广告支出达到了前所未有的2250亿美元。相比之下，五年前的2018年，这一数字低于1080亿美元——因此，五年内增长了近110%。同时，排在第四位的户外（OOH）媒体，增长率为6.7%，在2023年也达到了新的高度。美国户外广告支出达到87.3亿美元，这是自疫情以来首次超过2019年的水平。