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U.S. Paid Social Forecast Report H1 2024: ROAS and Results Cut Through Gathering Political, Legal Clouds

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  • April 2024
  • Region: United States
  • Emarketer
  • ID: 5981591

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

The AI-driven results that carried social platforms out of their recent funk will power a strong year of growth in 2024. For now, ad buyers have shelved their concerns about the opacity of ad tools such as Advantage+ Shopping Campaigns (ASC+).

Key Question: How is ad spending across social’s leading platforms evolving?

Key Stat: Social video grew into the largest channel of US social ad spending in 2023, accounting for 52.5% of it. In 2025, social video will generate more ad spending than linear TV.

Key Report Features:

  • 2 Exportable files for easy reading, analysis and sharing.
  • 5 Charts: Reliable data in simple displays for presentations and quick decision making.
  • 9 Insights from industry and company leaders.


Table of Contents

  • Executive Summary
  • Amid unprecedented scrutiny, advertisers continue to plow budgets into social
  • AI is now central to social ad buying
  • Retail and CPG advertisers are shaping social ad offerings
  • Social video ad spending will be huge again in 2024
  • Social search has advertisers’ attention
  • Platform snapshot: Meta
  • Platform snapshot: TikTok
  • Platform snapshot: the second tier
  • Interviews
  • Sources
  • Media Gallery


  • Social Video's Share of Digital Video Ad Spending Is Beginning to Level Off
  • Spending Toward Meta's Advantage+ Shopping Campaigns Grew by Over 40% Over 3 Quarters
  • Instagram Will Account for the Majority of Meta's US Ad Business by 2026
  • TikTok's Ad Business Will Have Compound Annual Growth of 26.4% From 2024-2026
  • Meta and TikTok's Competitors' Share of US Social Ad Spending Will Continue Declining

Interviewed for This Report

  • Avi Ben-Zvi - Winclap, General Manager, North America
  • Nathan Byrd - Media.Monks, Vice President, Paid Social
  • Kevin Goodwin - New Engen, Vice President, Digital Marketing
  • Jack Johnston - Tinuiti, Senior Director, Social Innovation
  • Shuree Jones - Rain the Growth Agency, Group Director, Paid Social and Influencer Media
  • Dane Kragness - Taktical Digital, Director, Paid Media
  • Amy Luca - Media.Monks - Executive Vice President, Global Head of Social
  • Sadie Miller - Kinesso, Senior Vice President, Social Media Partnerships and Strategy
  • Rob Silver - Razorfish, Executive Vice President, National Media Lead



Companies Mentioned

  • TikTok
  • Meta