US Digital Ad Spending, by Format

billions
Timeframe20222023202420252026
DisplayMaximum of two rows can be charted.
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– Banners and otherMaximum of two rows can be charted.
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– Rich MediaMaximum of two rows can be charted.
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— VideoMaximum of two rows can be charted.
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– SponsorshipsMaximum of two rows can be charted.
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SearchMaximum of two rows can be charted.
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Lead GenerationMaximum of two rows can be charted.
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Classifieds and DirectoriesMaximum of two rows can be charted.
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EmailMaximum of two rows can be charted.
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Mobile MessagingMaximum of two rows can be charted.
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TotalMaximum of two rows can be charted.
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Source: eMarketer

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

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
Zenith,June 2019

Banner ad spending, US, billions

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

Video ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019
Zenith,June 2019

Search 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
Zenith,June 2019

Classified ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,June 2019

Email ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Winterberry Group,January 2020

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
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