Note: includes classifieds, display (banners and other, rich media and video), email, lead generation, messaging-based advertising and search advertising; includes ad spending on tablets
Additional Note: Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Financial services includes commercial, investment, retail banks, cooperative banks, credit unions, property and casualty, life and mutual insurance, credit agencies, personal and business credit institutions, mortgage lending, tax preparation, hedge funds, private equity, venture capital firms, wealth management, payment platforms, card networks, companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts; also includes fintech companies that have disrupted the industry and leverage the internet, mobile devices, software technology or cloud services to provide traditional financial services (e.g., banking, insurance, lending) and emerging financial services (e.g., payments, crowdfunding, cryptocurrency, blockchain, etc.).
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.