US Digital Ad Spending, by Device

Timeframe20222023202420252026
Connected TV*
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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– % of total media ad spendingMaximum of two rows can be charted.
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Desktop/Laptop**
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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– % of total media ad spendingMaximum of two rows can be charted.
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Mobile***
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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– % of total media ad spendingMaximum of two rows can be charted.
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Total
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total media ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: *digital advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising; **includes advertising that appears on desktop and laptop computers and other non-mobile internet-connected devices; ***includes advertising that appears on mobile phones, tablets and other mobile internet-connected devices

Additional Note: Digital ad spending includes banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), lead generation (referrals), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings and SEO) and sponsorships.

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

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
JMP Securities,March 2020
J.P. Morgan,December 2019

Desktop/laptop ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
JMP Securities,March 2020
J.P. Morgan,December 2019

Mobile ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
JMP Securities,March 2020
J.P. Morgan,December 2019
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019

Mobile ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
JMP Securities,March 2020
J.P. Morgan,December 2019
Magna Global,June 2020
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019

Mobile ad spending (% of total digital ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019

Digital ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Winterberry Group,January 2020
Cowen and Company,January 2019
JMP Securities,March 2020
Zenith,December 2019
Nomura Instinet,June 2019

Digital ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019
Magna Global,June 2020
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Winterberry Group,January 2020
Cowen and Company,January 2019
JMP Securities,March 2020
Zenith,December 2019
S&P Global,February 2019
Nomura Instinet,June 2019

Digital ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
J.P. Morgan,December 2019
Zenith,December 2019
Nomura Instinet,June 2019
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