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 Nonmobile Ad Spending, by Industry

billions
Timeframe20232024202520262027
AutomotiveMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Computers & consumer electronicsMaximum of two rows can be charted.
Deselect another chart icon to add this one.
CPGMaximum of two rows can be charted.
Deselect another chart icon to add this one.
EntertainmentMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Financial servicesMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Healthcare & pharmaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
MediaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
RetailMaximum of two rows can be charted.
Deselect another chart icon to add this one.
TelecomMaximum of two rows can be charted.
Deselect another chart icon to add this one.
TravelMaximum of two rows can be charted.
Deselect another chart icon to add this one.
OtherMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Total nonmobile ad spendingMaximum of two rows can be charted.
Deselect another chart icon to add this one.

Source: eMarketerMay 2023 

Note: includes classified, display (banners and other, rich media and video), email, lead generation, messaging-based advertising and search advertising; ad spending on tablets is included; numbers may not add up to total due to rounding

Additional Note: Nonmobile ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance including but not limited to the following categories and segments: new car, used car, service, parts, OEMs, dealer associations, franchise dealers, co-op, independent dealers, aftermarket service, aftermarket parts, auto finance (depending on the source of the ad spending) wholesale/auction and private party sales. Computing products & consumer electronics include hardware (computers, computer storage devices and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility and applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services. CPG & consumer products includes food and beverage products, household products, packaged goods, tobacco, personal care products, toiletries and cosmetic products. Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing and video games (excluding video game hardware). Financial services includes commercial, investment, retail banks, cooperative banks, credit unions, property and casualty, life and mutual insurance, credit agencies, personal and business credit institutions, mortgage lending, tax preparation, hedge funds, private equity, venture capital firms, wealth management, payment platforms, card networks, companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts; also includes fintech companies that have disrupted the industry and leverage the internet, mobile devices, software technology or cloud services to provide traditional financial services (e.g., banking, insurance, lending) and emerging financial services (e.g., payments, crowdfunding, cryptocurrency, blockchain, etc.). Healthcare and pharma includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals and biological products, as well as establishments providing health care services and social assistance for individuals; also includes health insurance advertising. Media includes establishments primarily engaged in radio and television broadcasting (network and station) including educational, commercial, religious, sports and other radio or television stations. Includes print media (newspapers, magazines and classifieds). Also includes establishments primarily engaged in publishing. Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry and general merchandise. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., broadcast TV, cable TV, satellite TV, telco/fiber operators, etc.). Travel includes airlines, car rental, hotels and resorts, cruises and destination marketing organizations; includes leisure and unmanaged business travel. Other includes categories that fall outside of those mentioned, such as real estate, politics, non-profit, professional services, energy, manufacturing, industrial and education.

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.

Comparative Estimates from Additional Sources:

Desktop/laptop ad spending, US, billions

Sources2021202220232024202520262027
eMarketer,March 2023
Cowen and Company,January 2019
JMP Securities,March 2020
Become a Client
Powerful data and analysis on nearly every digital topic.