In the city where ambition practically billows from the manhole covers, the advertising industry pumped a staggering $28.4 billion into New York's economy last year, proving its role as the vital heartbeat of the city's economic engine.
Key Takeaways
- New York City's advertising industry contributed $28.4 billion to the local GDP in 2023, accounting for 7.2% of the city's total economic output.
- The NYC ad market saw a 12.5% year-over-year revenue growth from 2022 to 2023, driven by digital transformation.
- Total billings for NYC-based ad agencies reached $85.2 billion in 2023, per Agency Report Card data.
- NYC advertising industry employed 145,200 people in 2023, including creative and account management roles.
- Advertising and promotions managers in NYC numbered 4,560 in 2023, with median wage $162,500.
- There were 32,100 marketing specialists employed in NYC metro area in 2023.
- Digital ad spend in NYC reached $32.1 billion in 2023, 55% of total market.
- OOH advertising expenditure in NYC was $2.8 billion in 2023, with digital OOH at 62%.
- Traditional TV ad spend in NYC DMA totaled $5.4 billion in 2023.
- WPP (world's largest ad group) has NYC billings of $22.1 billion in 2023.
- Omnicom Group NYC offices reported $18.9 billion in billings 2023.
- Publicis Groupe NYC revenue: $15.4 billion from ad services 2023.
- NYC ad industry digital transformation adoption rate reached 92% by 2023.
- AI integration in NYC ad creative processes: 68% of agencies using in 2023.
- Sustainability-focused campaigns grew 45% in NYC ad spend 2023.
New York City's advertising industry saw strong growth and major economic impact in 2023.
Employment and Jobs
- NYC advertising industry employed 145,200 people in 2023, including creative and account management roles.
- Advertising and promotions managers in NYC numbered 4,560 in 2023, with median wage $162,500.
- There were 32,100 marketing specialists employed in NYC metro area in 2023.
- Graphic designers in NYC ad firms totaled 18,400 in 2023, average salary $78,900.
- Media directors and planners in NYC reached 7,200 jobs in 2023.
- Copywriters and content strategists employed 12,500 in NYC advertising in 2023.
- Digital media analysts in NYC ad industry numbered 9,800 in 2023.
- Account executives in NYC agencies totaled 15,300 in 2023, median pay $95,200.
- Data scientists in ad tech NYC firms: 6,400 employed in 2023.
- PR specialists supporting NYC ad campaigns: 11,200 jobs in 2023.
- Video producers and editors in NYC ad: 8,900 employed 2023.
- Social media managers in NYC ad agencies: 5,600 in 2023.
- Market research analysts in NYC: 14,200 ad-related jobs 2023.
- Web developers for ad sites in NYC: 7,100 employed 2023.
- Brand managers in NYC consumer goods ad: 4,200 in 2023.
- SEO specialists in NYC digital ad: 3,900 jobs 2023.
- Influencer marketing coordinators: 2,800 in NYC ad 2023.
- Production artists in NYC agencies: 6,500 employed 2023.
- Traffic managers in ad agencies NYC: 1,900 in 2023.
- HR specialists in NYC ad firms: 3,400 jobs 2023.
- Finance analysts for ad billing NYC: 2,700 in 2023.
- Legal counsel in NYC ad agencies: 1,200 employed 2023.
- Internships in NYC ad industry: 4,500 filled in summer 2023.
- Freelance creatives in NYC ad: estimated 25,000 active in 2023.
- C-suite executives (CEO/CMO) in NYC agencies: 1,100 in 2023.
- NYC ad employment growth rate was 3.8% from 2022-2023.
- Unemployment rate among NYC ad professionals: 2.1% in 2023.
- Average tenure of NYC ad employees: 4.2 years in 2023.
Employment and Jobs Interpretation
While the city’s 145,200 ad professionals are collectively convincing you to want things, their own most compelling argument is a 2.1% unemployment rate, proving that the business of desire is itself a remarkably desirable business.
Innovations and Trends
- NYC ad industry digital transformation adoption rate reached 92% by 2023.
- AI integration in NYC ad creative processes: 68% of agencies using in 2023.
- Sustainability-focused campaigns grew 45% in NYC ad spend 2023.
- Privacy-first advertising tech adoption in NYC: 78% agencies compliant 2023.
- Metaverse ad experiments in NYC: $450 million invested 2023.
- Short-form video content share of NYC ad budgets: 41% in 2023.
- First-party data usage rose to 85% in NYC agencies 2023.
- Voice search optimization ad spend NYC: up 320% since 2020 to 2023.
- Retail media networks growth in NYC: 28% YoY to 2023.
- Generative AI tools for ad copy: 55% NYC agencies 2023.
- Shoppable ads implementation: 72% of NYC e-com campaigns 2023.
- Cross-channel attribution models used by 89% NYC agencies 2023.
- NFT marketing campaigns in NYC ad: 12% agency involvement 2023.
- Predictive analytics adoption: 76% in NYC ad tech 2023.
- User-generated content (UGC) budget share: 23% in NYC 2023.
- Programmatic DOOH spend growth: 39% in NYC 2023.
- Web3/decentralized ad platforms testing: 18% NYC agencies 2023.
- Personalized dynamic creative optimization (DCO): 64% usage NYC 2023.
- Zero-party data collection strategies: 51% NYC ad firms 2023.
- Live streaming commerce ad revenue NYC: $1.2 billion 2023.
- Blockchain for ad transparency: 29% pilot programs NYC 2023.
- Multimodal AI for ad testing: emerging in 22% NYC agencies 2023.
- Contextual targeting post-cookie: 83% reliance in NYC 2023.
- Experiential AR campaigns growth: 56% YoY NYC 2023.
- Diversity in ad creative teams: 47% non-white representation NYC 2023.
Innovations and Trends Interpretation
In a relentless pivot from Mad Men to math men, New York's ad industry has become a cyborg of conscience, clumsily juggling AI's cold logic, the metaverse's speculative sheen, and sustainability's moral imperative, all while desperately trying to remember the human on the other side of the screen.
Major Agencies and Clients
- WPP (world's largest ad group) has NYC billings of $22.1 billion in 2023.
- Omnicom Group NYC offices reported $18.9 billion in billings 2023.
- Publicis Groupe NYC revenue: $15.4 billion from ad services 2023.
- Interpublic Group (IPG) NYC agencies billings: $12.7 billion 2023.
- Dentsu NYC operations generated $9.8 billion in 2023 billings.
- Havas NYC ad revenue: $6.3 billion in 2023.
- Independent NYC agency BBDO billings: $3.2 billion 2023.
- Ogilvy NYC revenue: $2.9 billion from global clients 2023.
- Droga5 (Accenture Song) NYC billings: $1.8 billion 2023.
- R/GA NYC digital agency revenue: $1.4 billion 2023.
- McCann NYC billings: $2.1 billion in 2023.
- Grey Group NYC revenue: $1.7 billion 2023.
- TBWA\Chiat\Day NYC: $1.2 billion billings 2023.
- Deutsch NY revenue: $950 million in 2023.
- Momentum Worldwide NYC: $1.1 billion 2023 billings.
- Major client Procter & Gamble spent $4.5 billion via NYC agencies 2023.
- Unilever NYC agency ad spend: $3.2 billion 2023.
- Coca-Cola allocated $2.8 billion to NYC firms 2023.
- Verizon ad budget with NYC agencies: $2.1 billion 2023.
- AT&T NYC ad spend: $1.9 billion 2023.
- Nike's annual NYC agency allocation: $1.6 billion 2023.
- Amazon ad services via NYC: $5.3 billion 2023.
- Google client ad spend NYC agencies: $4.7 billion 2023.
- Apple marketing budget NYC: $2.4 billion 2023.
- Ford Motor Co. NYC ad: $1.3 billion 2023.
Major Agencies and Clients Interpretation
While Manhattan may be an island, the tidal wave of money flowing through its ad agencies—nearly a hundred billion dollars from the giants alone—proves it’s clearly the mainland of global persuasion.
Revenue and Market Size
- New York City's advertising industry contributed $28.4 billion to the local GDP in 2023, accounting for 7.2% of the city's total economic output.
- The NYC ad market saw a 12.5% year-over-year revenue growth from 2022 to 2023, driven by digital transformation.
- Total billings for NYC-based ad agencies reached $85.2 billion in 2023, per Agency Report Card data.
- NYC's share of U.S. national advertising spend was 14.8% in 2023, totaling $42.7 billion across all media.
- Programmatic advertising revenue in NYC grew to $18.9 billion in 2023, up 22% from the previous year.
- NYC advertising agencies reported average revenue per employee of $285,000 in 2023.
- The luxury goods sector allocated 9.2% of its U.S. ad budget to NYC agencies in 2023, amounting to $4.1 billion.
- Out-of-home (OOH) advertising billings in NYC hit $2.3 billion in 2023, led by Times Square displays.
- NYC's connected TV (CTV) ad revenue surged to $6.7 billion in 2023, a 35% increase.
- Ad tech firms in NYC generated $11.2 billion in revenue in 2023, focusing on data analytics.
- Pharmaceutical ad spend through NYC agencies was $7.8 billion in 2023, 18% of national total.
- NYC's event marketing and experiential ad revenue reached $3.4 billion in 2023 post-pandemic recovery.
- Digital display ad revenue in NYC totaled $15.6 billion in 2023, with video formats at 45% share.
- NYC agencies' social media ad management billings were $9.1 billion in 2023.
- Traditional TV ad spend in NYC markets was $4.2 billion in 2023, down 8% YoY.
- Print media ad revenue for NYC publications fell to $1.1 billion in 2023.
- NYC ad industry venture capital funding hit $2.8 billion in 2023 for startups.
- Retail sector ad spend via NYC agencies was $12.3 billion in 2023 holiday season.
- Automotive brand ad budgets managed by NYC firms totaled $5.6 billion in 2023.
- Travel and tourism ad revenue in NYC reached $2.9 billion in 2023.
- Financial services ad spend through NYC agencies was $8.4 billion in 2023.
- Entertainment and media ad billings in NYC hit $10.1 billion in 2023.
- Food and beverage ad revenue via NYC agencies was $6.2 billion in 2023.
- Technology sector ad spend in NYC totaled $14.7 billion in 2023.
- Healthcare ad billings for NYC agencies reached $4.9 billion in 2023.
- E-commerce ad revenue managed in NYC was $22.5 billion in 2023.
- Gaming industry ad spend through NYC firms was $3.8 billion in 2023.
- Fashion ad revenue in NYC totaled $7.2 billion in 2023.
- Real estate ad billings via NYC agencies hit $1.9 billion in 2023.
- Energy sector ad spend in NYC was $2.1 billion in 2023.
Revenue and Market Size Interpretation
In a city where dreams are sold as skillfully as subway sandwiches, last year’s $28.4 billion advertising GDP proves that New York’s real product is persuasion itself, expertly repackaged across booming digital streams while print quietly coughs into its handkerchief.
Spending by Channel
- Digital ad spend in NYC reached $32.1 billion in 2023, 55% of total market.
- OOH advertising expenditure in NYC was $2.8 billion in 2023, with digital OOH at 62%.
- Traditional TV ad spend in NYC DMA totaled $5.4 billion in 2023.
- Social media ad spend managed in NYC: $18.7 billion in 2023.
- Search advertising allocation in NYC agencies: $12.9 billion 2023.
- Programmatic display ad spend NYC: $21.4 billion in 2023.
- CTV/OTT ad expenditure in NYC: $9.2 billion 2023.
- Audio/podcast ad spend via NYC: $3.1 billion in 2023.
- Print newspaper ad revenue NYC: $850 million in 2023.
- Magazine ad spend in NYC markets: $1.2 billion 2023.
- Radio ad spend NYC: $1.9 billion in 2023.
- Influencer marketing spend NYC: $4.6 billion 2023.
- Retail media networks ad spend NYC: $7.3 billion 2023.
- Gaming/esports ad allocation NYC: $2.5 billion 2023.
- Email marketing ad spend NYC agencies: $1.8 billion 2023.
- Affiliate marketing expenditure NYC: $3.4 billion 2023.
- DOOH (digital out-of-home) specific spend NYC: $1.75 billion 2023.
- Video ad spend on YouTube managed NYC: $6.8 billion 2023.
- TikTok ad spend via NYC agencies: $4.1 billion 2023.
- LinkedIn B2B ad spend NYC: $2.9 billion 2023.
- Programmatic audio ad spend NYC: $950 million 2023.
- SMS/mobile ad spend NYC: $1.4 billion 2023.
- AR/VR experiential ad spend NYC: $650 million 2023.
Spending by Channel Interpretation
The sheer magnitude of New York's digital ad spend, at $32.1 billion, proves the city is still the king of converting sidewalk hustle into spreadsheet clicks, though the $850 million clinging to print newspapers suggests a few die-hards are still paying for ink by the barrel.
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