Source: eMarketer, July 2022
Note: includes display, search, video and other forms of paid advertising appearing within social networks, social games and social apps; excludes spending by marketers that goes toward developing or maintaining a social network presence
Additional Note: Social ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance. Computing products and consumer electronics includes hardware (computers, computer storage devices and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility and applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services. CPG and consumer products includes food products, household products, packaged goods, tobacco, personal care products, toiletries and cosmetic products. Financial services includes commercial banks, credit agencies, personal credit institutions, consumer finance companies, loan companies, business credit institutions and credit card agencies; also includes companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts. Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry and general merchandise. Travel includes airlines, car rental, hotels and resorts, cruises, destination marketing organizations; includes both leisure and business travel. Other includes categories that fall outside of those mentioned, such as media, entertainment, telecom, healthcare & pharma, real estate, business and industrial, education, 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.