Google wins big as US ad market sees the best November in five years

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 17, 2021, 4:50 PM UTC

According to US Ad Market Tracker, ad spending grew for the ninth consecutive month in November. 

Ad spending in the US increased by 10.3% YoY compared to November 2020. November was also the biggest month in terms of aggregate spending in the five-year span represented in the current index. The index is baselined at January 2017. 

Of all media channels, digital grew the most, with a 17% YoY increase. Out-of-home spending grew 84%, and so did radio, with a 23% increase YoY. Linear TV, on the other hand, was down marginally. The report also reveals that Google claimed the most share of ad spend with a 5% YoY growth in November. 

Travel, entertainment and media, and retail largely drove this growth. Facebook also saw a three-year high in November, fuelled by demands from consumer packages goods, pharmaceutical and entertainment and media advertising.

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