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Advertisers poured a recording-breaking amount of money into U.S. digital media last year.
In total, brands spent $258.6 billion on online ads in 2024, up 15% compared to 2023, according to a new report from industry trade group the Interactive Advertising Bureau (IAB) and professional services firm PwC.
The Summer Olympics and presidential election helped fuel the growth.
It terms of format, video saw the biggest gains. Advertisers dedicated $62.1 billion to the segment, increasing its share of total U.S. digital ad spend from 23.2% in 2023 to 24% in 2024.
Collecting nearly 4 in 10 digital ad dollars, search continues to be the industry’s most popular online format.
