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Learn More →Digital Ad Spending, by Format
Overall
Ad Spending, per User
Ad Spending per Hour, per Person
by Company
by Industry
by Device
by Format
Formats
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US Digital Ad Spending, by Format
billions
| Timeframe | 2023 | 2024 | 2025 | 2026 | 2027 | |||
|---|---|---|---|---|---|---|---|---|
| Display | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Banners and other | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Rich Media | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| — Video | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – Sponsorships | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Search | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Lead Generation | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Classifieds and Directories | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Maximum of two rows can be charted. Deselect another chart icon to add this one. | ||||||||
| Mobile Messaging | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Total | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
Source: eMarketer, March 2023
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms
Additional Note: Display ad spending includes banners, rich media, sponsorships, video and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets. Rich media ad spending includes instream and outstream video ads; 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; data prior to 2017 excludes instream video ads. Search ad spending includes contextual text links, paid inclusion, paid listings and SEO. Video ad spending includes instream 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 instream video advertising in platforms such as Facebook Watch and Snapchat Shows; 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; data prior to 2017 excludes outstream video ads.
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:
Display ad spending, US, billions
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,June 2019 |
Video ad spending, US, billions
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,June 2019 |
Search ad spending, US, billions
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,June 2019 |
Classified ad spending, US, billions
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Zenith,June 2019 |
Digital ad spending, US, billions
| Sources | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 |
|---|---|---|---|---|---|---|---|
| eMarketer,March 2023 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Cowen and Company,January 2019 | |||||||
| JMP Securities,March 2020 | |||||||
| Zenith,December 2019 | |||||||
| Nomura Instinet,June 2019 |
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