Q3 2024 Advertising Trends By Industry Vertical
PubMatic’s Quarterly Ad Spend report was created to provide both publishers and advertisers with insights into the changing trends of the advertising industry. Here are the key digital trends from Q3 2024’s advertising spend data.
Global advertising expenditure in the third quarter rose by 18% year-over-year, with video ads seeing the most increased growth driven by higher engagement rates. A surge in political ad spending has been a significant driver of overall ad expenditures, reflecting the ongoing election season in the US.
Law, Government & Politics continued to swell in Q3. During the last US presidential election in 2020, this advertising category exhibited rapid growth that extended well into Q4. In line with high-profile seasonal sporting events (e.g. Summer Olympics, American Football, US Open, etc.), Sports advertising spending doubled between July to September. Despite experiencing the largest decrease in ad spending compared to last year, News ad spending quickly surged during the quarter coinciding with elections, weather and sporting events.
Real estate ad spending experienced the sharpest slowdown within the quarter but still grew by 16% year-over-year, largely fueled by lower interest rates in the U.S. After two consecutive quarters of declines, Pet advertising spending stabilized with a 1% year-over-year increase in Q3. However, the category still experienced the second fastest decline during the quarter.
Explore the latest trends in video ad inventory, or check out our rolling 4 quarter lookback on select categories for seasonal trends.
PubMatic’s data analytics team analyzes over 1 trillion global advertiser bids on a daily basis, utilizing the company’s best-in-class analytics capabilities. This snapshot is based on PubMatic-sourced operational data. Advertiser category definitions are aligned to IAB’s content taxonomy categories
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