EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More


Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Global Digital Ad Spending Update Q2 2020

Only China Experiences Positive Growth, and Google Declines for First Time

About This Report
In a tumultuous year for advertising, every market we cover except China will experience a decline in ad spending, and Google will see its first ever contraction in digital ad revenues.
Table of Contents

Executive Summary

In a tumultuous year for advertising amid the coronavirus pandemic and multiple recessions, every market we cover will experience a decline in ad spending except China. Google will see its first ever contraction in digital ad revenues, as search advertising will struggle compared with display.

What is the outlook for global ad spending in 2020?

Overall ad spending will decline by 4.9% worldwide this year, a significant drop from last year’s 6.3% growth and from our pre-pandemic 2020 forecast of 7.0% growth. The total figure will come in at $614.73 billion, which represents $76.99 billion less new revenues than previously expected.

Will digital ad spending perform better?

Worldwide digital ad spending will achieve 2.4% growth this year, the lowest on record. Although this figure is still positive, the category has never been in single digits. The $332.84 billion total for 2020 represents $36.11 billion less spending than our pre-pandemic forecast.

How will display ad spending compare with search?

Idiosyncratic outcomes associated with the coronavirus’ social impact have hindered the search ad business more than the display ad business. We estimate that globally search ad spending will decline by 0.2% this year to $135.25 billion, whereas display spending will increase by 5.3% to $179.39 billion.

What does this mean for the Google-Facebook duopoly?

Google will suffer a 3.3% loss in ad revenues this year (its first negative result since our tracking began), driven in part by a huge decline in travel-related search queries. Facebook will muddle through with 5.9% growth on the strength of its display business. This is still a significant downturn compared with Facebook’s 26.6% growth in ad revenues in 2019.

WHAT’S IN THIS REPORT? This report features our latest forecast for overall ad spending, digital ad spending, display ad spending, search ad spending and traditional ad spending worldwide.

KEY STAT: Digital ad spending will grow 2.4% worldwide this year, the first time on record that growth has been in single digits. The $332.84 billion total for 2020 represents $36.11 billion less spending than our pre-pandemic forecast anticipated.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.

Table of Contents

  1. Executive Summary
  2. An Overview of Our Latest Global Ad Spending Forecast
  3. The Continuing Impact of the Coronavirus Pandemic
  1. The Digital Landscape: Display Up, Search Down
  2. Market Comparisons: The US, China and the Rest of the World
  3. Google Loses Ground, Facebook Inches Up
  1. Key Takeaways
  2. Read Next
  3. Media Gallery


Ethan Cramer-Flood


Shelleen Shum
Director, Forecasting
Brian Lau
Digital Apprentice
Rini Mukhopadhyay
Forecasting Analyst
Peter Vahle
Forecasting Analyst
Eric Haggstrom
Forecasting Analyst
Zach Goldner
Junior Forecasting Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client