MAGNA Global’s Post

Magna has raised its 2024 forecast, signaling a healthier outlook for the advertising industry. Anticipating a 9.2% growth to $369 billion, this update reflects even more promising prospects compared to earlier predictions. Key factors driving this optimism include a strong fourth-quarter performance in non-cyclical advertising revenues, boosted by an improving macro-economic outlook and the unstoppable rise of digital media and streaming platforms. Social media advertising is set to surge by 14% to $80 billion, while long-form streaming ad revenue will expand by 13% to hit $10 billion. Despite sector-specific variations, most industries are expected to grow, with retail and travel leading the pack. Notably, the upcoming major cyclical events, like the 2024 election cycle, are projected to drive significant incremental ad sales. In this dynamic landscape, digital pure players are poised to capture most of the market growth, with non-cyclical advertising sales expected to skyrocket by 12% to $261 billion. Learn more: https://lnkd.in/g94S3-Kn

“The ad market is really healthy." 💰📈 Some great stats on the evolution and growth of the US advertising landscape: - U.S. ad industry just had its third consecutive quarter of 10%+ growth - Digital advertising remains “the most important component of the ad market” - 67% of the industry revenue, growing at 16.4% in 2Q24 (not including digital extensions of traditional media) - Retail Media Networks (aka "Commerce Media") exploding & set to hit $50 billion this year I agree there's cause for concern that content/creative still doesn't get the attention or funding it deserves, but the continued focus on measurement and performance leads me to believe marketing is establishing itself as a lever to business growth (vs simply a cost). #digitaladvertising #marketin #growth #performance https://lnkd.in/g8CNHA8b

Exciting news from MAGNA Global! Their latest U.S. Ad Forecast shows record-breaking ad spend for 2024 driven by innovative media offerings like ad-funded streaming and retail media. Learn more about MAGNA's forecast and the factors driving this surge in Digiday's article here: https://bit.ly/47tenUN

The latest update of MAGNA's U.S. Ad Forecast indicates that the advertising market is accelerating. There has been an 11% surge in non-cyclical advertising revenues in the first and second quarter of 2024, with an expected 8.9% growth to reach $264 billion by the end of the year. This marks one of the best performances in twenty years. When factoring in an anticipated $10 billion in incremental ad revenues due to cyclical events like the presidential cycle and the Summer Olympics, total media owners' ad revenues are projected to rise by 11.4% to reach $377 billion this year. The strength of the U.S. ad market in 2024 is the result of a strong demand from brands, a stable economy, and supply-side innovations.   Learn more about what's ahead for the advertising industry here: https://lnkd.in/gBgewvzk

Digital ad revenue hit $225 billion in 2023, up 7.3% from the year prior, defying many negative economic indicators. Audio advertising revenue grew 18.9% from the year prior while retail media grew 16.3% and video saw 10.6% YoY growth, with CTV/OTT delivering 42% of the revenue. Channels with “privacy by design solutions” are expected to outpace the market going forward #marketing #advertising #media #brandstrategy #dataanalytics https://lnkd.in/enZZk5v7

Global advertising spending will grow 7.8 percent in 2024 to $989.8 billion and increase a further 6.8 percent in 2025 to $1.1 trillion, according to a new forecast from ad media giant GroupM. The updated estimates are up from a December projection for a 5.3 percent ad gain this year.

The U.S. advertising market is looking healthier now than in December, media investment company Magna signaled Thursday, raising its 2024 forecast. Magna’s latest projection is for growth of 9.2 percent to $369 billion, or 6.7 percent excluding cyclical factors. In December, the company had predicted a 2024 gain of 8.4 percent, or 5.9 percent when excluding cyclical events, such as the Paris Olympics and political spending. “Based on Magna’s analysis of media companies’ financials, non-cyclical advertising revenues grew by 9.1 percent in the fourth quarter of 2023, i.e., the strongest quarterly growth in almost two years, bringing full-year 2023 ad market growth to 5.7 percent,” the firm explained. “Because of an improving macro-economic outlook, the momentum of digital media and streaming, and the impact of cyclical events, Magna anticipates more growth in 2024.” Source: The Hollywood Reporter

Our screenshot volumes are a small indication of how things are going in the digital ad market. Higher screenshot volumes = Higher campaign volumes. Based on our volumes, the ad market is as hot as ever, and has been since the 2nd half of 2023.

Ad spend may have dropped in 2023, but the full-year result was the second-largest total of annual ad spend ever recorded, according to the latest figures from Guideline Standard Media Index. https://lnkd.in/gUk_-sEY #smi #data #adspend #advertising #media Jane Ractliffe

Global advertising spending will grow 7.8 percent in 2024 to $989.8 billion and increase a further 6.8 percent in 2025 to $1.1 trillion, according to a new forecast from ad media giant GroupM. The updated estimates are up from a December projection for a 5.3 percent ad gain this year.