While traditional TV revenues decline and print ads continue their steep fall, New York City's advertising industry is booming, fueled by a $28.4 billion contribution to the local GDP and explosive growth in digital realms like programmatic and CTV.
Key Takeaways
- New York City's advertising industry contributed $28.4 billion to the local GDP in 2022, representing 3.2% of the city's total GDP
- The NY ad market grew by 7.8% year-over-year in 2023, outpacing the national average of 5.2%
- Programmatic advertising accounted for $12.1 billion of NY ad spend in 2023
- NY advertising industry employed 145,000 people directly in 2023
- Average salary for ad executives in NY was $185,000 in 2023
- 62% of NY ad workforce is under 40 years old as of 2023
- Omnicom Group, headquartered in NYC, reported $14.7 billion global revenue with NY ops at $4.2B in 2023
- WPP's NY offices managed $3.8 billion in billings for US clients in 2023
- Publicis Groupe NY division handled 1,200 campaigns in 2023
- Digital ad spend in NY allocated 38% to search advertising at $7.1B in 2023
- Video ads captured 29% of NY digital budget, $5.4B in 2023
- Social platforms received $8.4B or 45% of NY digital ad dollars 2023
- 65% of NY ad budgets shifted to first-party data strategies in 2023
- AI-driven ad personalization adopted by 78% of NY agencies 2023
- Privacy-first advertising tools implemented in 55% NY campaigns 2023
New York's advertising industry is booming, evolving digitally and growing its economic impact.
Digital Transformation and Trends
- 65% of NY ad budgets shifted to first-party data strategies in 2023
- AI-driven ad personalization adopted by 78% of NY agencies 2023
- Privacy-first advertising tools implemented in 55% NY campaigns 2023
- Metaverse ad experiments by NY brands totaled $120M spend 2023
- Shoppable video formats used in 42% NY social campaigns 2023
- Generative AI for creative production saved 30% time in NY agencies 2023
- 82% NY marketers prioritize zero-party data collection 2023
- Web3/NFT marketing campaigns numbered 250 by NY firms 2023
- Voice search optimization in 35% NY SEM strategies 2023
- Sustainable advertising claims verified in 48% NY campaigns 2023
- Cross-device attribution accuracy improved to 92% in NY ad tech 2023
- AR/VR ad experiences viewed 1.2B times by NY audiences 2023
- Cookie-less future prep: 70% NY agencies tested alternatives 2023
- Live streaming commerce generated $850M sales via NY ads 2023
- Blockchain ad verification reduced fraud by 40% in NY 2023
- Headless CMS adoption at 62% NY digital agencies 2023
- Predictive analytics used in 75% NY media planning 2023
- Omnichannel personalization ROI averaged 5.7x in NY 2023
- 58% NY brands launched headless e-comm ad integrations 2023
- Quantum computing pilots for ad optimization by 5 NY firms 2023
Digital Transformation and Trends Interpretation
New York's advertising industry spent 2023 in a frenzied, three-part harmony of chasing consumers with AI, desperately gathering their data politely, and distractedly waving at the future through a VR headset while checking its blockchain receipt.
Employment and Jobs
- NY advertising industry employed 145,000 people directly in 2023
- Average salary for ad executives in NY was $185,000 in 2023
- 62% of NY ad workforce is under 40 years old as of 2023
- There were 4,200 advertising agencies in NYC in 2022, employing 78,000
- Freelance creatives in NY ad scene numbered 32,000 in 2023
- Women hold 48% of senior roles in NY ad agencies per 2023 ANA survey
- Entry-level media planner salary in NY averaged $65,400 in 2023
- 25% growth in data analyst jobs in NY ad industry from 2020-2023
- NY ad sector saw 12,500 new jobs created in 2023 post-pandemic
- Diversity: 35% of NY ad employees are from underrepresented minorities in 2023
- Copywriter positions in NY increased 8% to 5,200 in 2023
- Remote work adoption in NY ad agencies at 42% full-time in 2023
- Account management roles total 18,000 in NYC ad firms 2023
- Turnover rate in NY ad industry was 22% in 2023
- Art director salaries averaged $142,000 in NY ad agencies 2023
- Internship programs in NY ad agencies hosted 4,500 students in 2023
- Media buyer jobs grew 15% to 7,800 in NY 2023
- 55% of NY ad pros have college degrees in marketing/comms 2023
- Executive creative director roles: 450 in NY, avg salary $285k 2023
- Unionized ad workers in NY: 8,200 under IATSE/AFTRA 2023
Employment and Jobs Interpretation
New York's ad industry is a high-stakes playground of youthful energy and high salaries, where 145,000 people craft persuasive stories amid a 22% churn rate, all while chasing a future where diversity, data, and remote work are reshaping what it means to sell something.
Major Players and Agencies
- Omnicom Group, headquartered in NYC, reported $14.7 billion global revenue with NY ops at $4.2B in 2023
- WPP's NY offices managed $3.8 billion in billings for US clients in 2023
- Publicis Groupe NY division handled 1,200 campaigns in 2023
- Interpublic Group (IPG) NY agencies like McCann generated $2.9B revenue 2023
- Dentsu NY operations oversaw $1.5B in digital ad spend 2023
- Independent agency BBDO NY won 45 Cannes Lions awards cumulatively
- Droga5 (Accenture Song) NY office billings $1.2B in 2023
- Ogilvy NY managed Procter & Gamble's $500M US media account 2023
- R/GA NY pioneered 120+ interactive campaigns for Nike in 2023
- TBWA\Chiat\Day NY handled Apple’s $2B creative budget slice 2023
- Deutsch NY grew client roster by 20 to 65 brands in 2023
- VMLY&R NY merged ops billed $2.1B in North America 2023
- Huge Inc. NY digital agency revenue up 25% to $180M 2023
- AKQA NY developed 300+ AR experiences for clients 2023
- 72andSunny NY launched 50 Super Bowl ads historically
- Momentum Worldwide NY event marketing arm executed 400 events 2023
- BBH NY (Publicis) managed Unilever $800M account 2023
- Anomaly NY independent agency billings $650M 2023
Major Players and Agencies Interpretation
While the idea of a New Yorker may be a person shouting into a subway grate, these figures prove it's actually a global advertising titan casually orchestrating billions in revenue, thousands of campaigns, and our collective consumer desires from a single city block.
Media Spending Allocation
- Digital ad spend in NY allocated 38% to search advertising at $7.1B in 2023
- Video ads captured 29% of NY digital budget, $5.4B in 2023
- Social platforms received $8.4B or 45% of NY digital ad dollars 2023
- Retail media networks in NY ad spend hit $2.3B, 12% of total 2023
- Audio advertising (podcasts/ streaming) $1.1B in NY 2023
- OOH digital billboards $950M, 53% of total OOH spend NY 2023
- CTV/OTT platforms $2.9B, 22% of video ad spend in NY 2023
- Native advertising $1.6B across NY publishers 2023
- Programmatic display $6.2B, 52% of display ad market NY 2023
- Influencer marketing spend $1.8B in NY brands 2023
- Gaming/esports ads $750M in NY metro 2023
- DOOH (digital out-of-home) grew 28% to $1.05B NY 2023
- Addressable TV targeting $900M in NY households 2023
- User-generated content sponsorships $450M NY 2023
- Podcast ad revenue $650M, 60% from NY agencies 2023
- Search engine marketing (SEM) $4.8B Google dominant NY 2023
- In-app mobile ads $2.2B NY 2023
- Email marketing automation spend $380M NY B2B 2023
Media Spending Allocation Interpretation
In New York's digital jungle, brands are shouting across every conceivable platform, from the billboards of Times Square to the whispered algorithms of your search bar, proving that in the quest for your attention, there's no such thing as a quiet corner anymore.
Revenue and Market Size
- New York City's advertising industry contributed $28.4 billion to the local GDP in 2022, representing 3.2% of the city's total GDP
- The NY ad market grew by 7.8% year-over-year in 2023, outpacing the national average of 5.2%
- Programmatic advertising accounted for $12.1 billion of NY ad spend in 2023
- Traditional TV ad revenue in NY declined to $4.2 billion in 2022 from $5.1 billion in 2021
- NY digital ad spend reached $18.7 billion in 2023, a 12% increase YoY
- Out-of-home (OOH) advertising in NY generated $1.8 billion in 2022
- NY ad agencies billed $15.3 billion in creative services in 2023
- Connected TV (CTV) ad spend in NY metro area hit $2.9 billion in 2023
- Print media ad revenue in NY fell to $1.2 billion in 2022, down 15% YoY
- Social media ad spend by NY brands totaled $8.4 billion in 2023
Revenue and Market Size Interpretation
New York's advertising heart is clearly pumping digital blood, as its $28.4 billion contribution to the city's economy is now fueled by a $12.1 billion surge in programmatic spending and an $18.7 billion digital wave, while traditional channels like TV and print watch their revenue quietly bleed out.
Trends and Future Outlook
- In 2024 forecast, NY ad market projected to reach $30.2 billion, up 6.3%
- Sustainability-focused ads to comprise 25% NY spend by 2025
- CTV ad spend forecasted to grow 22% YoY to $3.5B in NY 2024
- Retail media to hit 18% of total NY ad share by 2026
- AI ethics guidelines adopted by 90% NY agencies by 2025
- Programmatic OOH to double to $2B in NY by 2025
- Influencer ROI expected to improve 35% with AI vetting NY 2024
- Privacy regulations to cut third-party data use by 60% NY 2025
- Metaverse ad revenue projected $500M annually NY by 2026
- Voice commerce ads to reach $400M in NY by 2025
Trends and Future Outlook Interpretation
The New York ad market is growing richer and more righteous, learning to stalk you smarter across screens, stores, and virtual streets while nervously checking its ethical handbook.
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