US Display Ad Spending, by Device

Timeframe20222023202420252026
Connected TV*
billionsMaximum of two rows can be charted.
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% of total display ad spendingMaximum 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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% changeMaximum of two rows can be charted.
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Desktop/Laptop**
– billionsMaximum of two rows can be charted.
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– % of total desktop/laptop ad spendingMaximum of two rows can be charted.
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– % of total display ad spendingMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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Mobile***
– billionsMaximum of two rows can be charted.
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– % of total display ad spendingMaximum of two rows can be charted.
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– % of total mobile ad spendingMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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Source: eMarketer

Note: includes banners, rich media, sponsorships, video and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets; *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

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 display ad spending, US, billions

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

Desktop/laptop display ad spending growth, US

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

Mobile display ad spending, US, billions

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

Mobile display ad spending growth, US

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