Products

Insider Intelligence 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.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
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
Briefings
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

About Insider Intelligence

Our goal at Insider Intelligence 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 Insider Intelligence came to be.
Learn More
Methodology
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 Insider Intelligence.
Contact Us
Newsroom
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
Events
Browse our upcoming and past webinars and other events.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Digital Ad Spending by Industry 2022

Modest Growth Across the Board as Spending Patterns Converge

Download
Share
About This Report
After two years of dramatic highs and lows for various industries, digital ad spending growth rates will settle into relatively similar patterns for the 10 industries we track. However, aggregate spending will remain vastly different.
Table of Contents

Executive Summary

The 10 industries we track will produce digital ad spending growth at rates more closely bunched together than during either of the past two years. Many differences remain, however, in terms of spending scale and preferences between mobile, search, and display.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Which industries will spend the most on digital advertising this year, and which the least?
  2. Which industries will grow their digital ad spending the fastest, and which will grow spending only marginally?
  3. How will industries divide up their digital ad budgets between mobile and nonmobile and between search and display?

WHAT’S IN THIS REPORT? Our latest forecasts for US digital ad spending across 10 industries: automotive, computing products and consumer electronics, CPG, entertainment, financial services, healthcare and pharma, media, retail, telecom, and travel.

KEY STAT: Only one industry—retail—will exceed 23% growth in digital ad spending this year, after each grew by more than that in 2021. However, most industries will still grow spending faster than they did in 2020.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. After Two Wild Years, a Return to Lower Growth and Stable Ad Spend for Most Industries
  1. Industry Ad Spending by Device Settling Into Stable Mobile vs. Nonmobile Split
  2. Most Industries Prefer Display Advertising, Which Continues to Gain Share Every Year
  3. What Does This Forecast Mean for Marketers?
  1. Read Next
  2. Sources
  3. Media Gallery

authors

Ethan Cramer-Flood

Contributors

Zach Goldner
Junior Forecasting Analyst
Oscar Orozco
Director, Forecasting
Lisa Phillips
Principal Analyst, Digital Health
Paul Verna
Principal 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