Digital Advertising Surpasses $100B To Dominate Local U.S. Media Markets
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Local digital advertising spending crossed a major milestone in 2024, topping $100 billion for the first time and accounting for nearly 70% of all local ad expenditures, according to a new report from Borrell Associates.
The shift marks a dramatic reversal from the media landscape of the 1990s, when print dominated local advertising. Today, digital channels — especially search, display and streaming video — are commanding the lion’s share of local budgets, driven in part by the surging popularity of platforms like TikTok and Instagram Reels.
The shift marks a dramatic reversal from the media landscape of the 1990s, when print dominated local advertising. Today, digital channels — especially search, display and streaming video — are commanding the lion’s share of local budgets, driven in part by the surging popularity of platforms like TikTok and Instagram Reels.
