US Mobile 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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SearchMaximum of two rows can be charted.
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SMS/MMS/P2P messagingMaximum of two rows can be charted.
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Other (classifieds/email/lead gen)Maximum 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 mobile phones, tablets and other mobile internet-connected devices

Additional Note: Display data includes banners and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets, rich media (including instream and outstream video ads) on WAP sites, mobile HTML sites and embedded in-app/in-game advertising. Search data includes advertising on search engines, search apps and carrier portals. Messaging data includes ad placements in SMS, MMS and peer-to-peer messaging. Video includes instream video ads 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.

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:

Mobile display ad spending, US, billions

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

Mobile video ad spending, US, billions

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

Mobile search ad spending, US, billions

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