🚀 Digital Advertising Soars in 2024: Key Insights for Automotive & Powersports Marketers

By Digital Throttle
Published: April 26, 2025

Executive Summary

The 2024 IAB/PwC Internet Advertising Revenue Report highlights another record-breaking year in digital advertising—driven by innovation, consumer behavior shifts, and new monetization strategies. If you're a business owner or marketer in the automotive aftermarket, motorsports, powersports, or boating industries, here are the most relevant takeaways:

🔧 Top 5 Takeaways for Your Industry

• Digital Ad Revenue Hit $258.6B: A 14.9% YoY growth signals more competition—but also more opportunity.
• Video is King: Short-form, product-focused video ads are a goldmine for showcasing vehicle upgrades or performance gear.
• Retail Media Networks Boomed 23%: Partnerships with platforms like Amazon or niche marketplaces can supercharge brand visibility.
• AI is Reshaping Campaigns: Expect smarter targeting, automated content creation, and enhanced customer personalization.
• Privacy-First Advertising is Here to Stay: Strategies relying on first-party data and consent-based targeting will become critical.
• Mid-Sized Brands Gained Share: Smaller and niche advertisers like those in powersports and marine are leveling the playing field.

2024 Digital Ad Revenue: A Record Year

The U.S. digital ad market surged to $258.6 billion in 2024—up nearly 15% from the previous year. This growth was powered by big events like the Presidential Election and Olympics, but also by shifting consumer habits and maturing digital platforms.

For industries like aftermarket auto parts or recreational boating, this means more people are online, more often—and they’re ready to spend. Whether it’s comparing performance mods for a dirt bike or watching installation guides for marine electronics, your digital presence is more crucial than ever.

Digital Video: The Undisputed Growth Leader

Video ad spend continued to dominate, capturing almost a quarter of total digital revenue. This is especially important for marketers in visual-driven sectors like:

• 🛻 Lift kits & off-road accessories
• 🏁 Performance tuning
• 🚤 Boat detailing or rigging tutorials
• 🏍️ Motocross gear demonstrations

Tip: Start using product-focused video ads with clear CTAs and “before/after” benefits to drive conversions.

Retail Media: A Sleeping Giant Wakes

Retail media networks (RMNs) —digital ad platforms built into major retailers’ ecosystems—soared to $53.7 billion in 2024, a 23% YoY increase.

For aftermarket and motorsport brands, this means new ad opportunities across platforms like:

• Amazon
• Walmart
• AutoZone and other specialty retailers’ digital shelves

Tip: Consider exploring RMN placements for seasonal campaigns (e.g., spring marine prep, winter tire kits) or launching new SKUs.

Social Media & Creator Economy: Still Powerful, Still Evolving

After some turbulence, social ad spend rebounded, thanks to:

• Creator partnerships
• Community-led content
• Engagement-driven campaigns

For niche industries like powersports or recreational boating, micro-influencers are especially powerful. A respected UTV rider or boat mechanic showing off your product can outperform big-name influencers due to deeper trust and relevance.

Tip: Find niche creators with real authority in your space and focus on authentic product integrations.

AI Is Reshaping Digital Strategy

AI has moved from a background tool to a central force in 2024 digital marketing. Generative AI and agent-based automation now help marketers:

• Build ad creatives automatically
• Predict customer behavior
• Optimize spend in real-time

Tip: Use AI tools like ChatGPT, Meta Advantage+, or Google Performance Max to automate time-consuming ad tasks.

The Privacy Pivot: Why First-Party Data Matters

Signal loss from third-party cookies and new privacy laws mean first-party data is now your best marketing asset. This includes:

• Email subscribers
• Past customer lists
• Website behavior data (with consent)

Tip: Use lead magnets, contests, and gated content to grow and activate your own CRM list.

Mid-Tier Players Gained Ground

Perhaps the most exciting finding? Mid-sized publishers and platforms gained 3.1% more market share in 2024. This signals an ad ecosystem that’s becoming less dominated by just a few tech giants.

Tip: Test placements on enthusiast sites, forums, or hobby blogs in your category for cost-effective engagement.

Final Thoughts: What This Means for You

The 2024 IAB report underscores a pivotal shift: digital advertising is no longer optional—it’s foundational.

Whether you’re selling high-performance shocks, aftermarket ECU tuners, or pontoon cleaning products, your customers are increasingly finding you online, not at trade shows or in print catalogs.

Smart brands in the automotive and motorsports sectors will lean into:

• 🎥 Video content and how-to demos
• 📈 Retail media placements
• 🤖 AI-powered targeting
• 🔐 Privacy-safe strategies
• 🔎 Niche content partnerships

Want Help With Digital Strategy?

If you're looking to better understand how these trends can work for your brand, our team specializes in digital marketing for the aftermarket, powersports, marine, and motorsports sectors.