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July 27, 2020

Which Segments Are Driving US Programmatic Digital Display Ad Spending Growth in 2020? (billions and % change)

Note

Mobile includes native ads and ads on social networks like Facebook and Twitter and includes ad spending on tablets. Video includes in-stream video such as those appearing before, during or after digital video content in a video player (pre-roll, mid-roll, post-roll video ads) and video overlays; ... includes social network in-stream video; includes outstream video ads such as native, in-feed (including video ads in Facebook's News Feed and Twitter's Promoted Tweets), in-article, in-banner and interstitial video ads. Nonvideo rich media includes nonvideo ads which feature various levels of interaction (including scrolling, expanding or clicking within the ad) such as splash screens, pop-up and pop-under ads, daughter windows, interstitials and superstitials and digital audio ads for all formats mentioned. Native includes digital display ads that follow the form, feel and function of the content of the media on which they appear; appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices. Social includes ads on social networks like Facebook, Twitter and any other sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content. Open exchange includes ads transacted through a public RTB auction in which any buyer or seller can participate, also known as open auction or open marketplace. Private marketplace includes ads transacted through an invitation-only RTB auction where one publisher or a select group of publishers invite a select number of buyers to bid on its inventory. Programmatic direct includes all programmatic ads that are transacted as blocks of inventory using a non-auction-based approach via an API. Examples of native digital display ads include sponsored content, promoted content, content recommendation widgets, in-feed units (e.g., Facebook, Twitter, Yahoo News), rewarded video ads and outstream video ads within a feed or article. Excludes in-stream video ads (e.g., YouTube). Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content.More

Methodology

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.