Source: Insider Intelligence | eMarketer, March 2023 - May 2023
Note: paid advertising only; includes ad spending on tablets; excludes SMS, MMS, and P2P messaging-based advertising; includes banners and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets, rich media, sponsorships, and video; includes video on WAP sites, mobile HTML sites, and embedded in-app/in-game advertising; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media
Additional Note: All numbers are eMarketer estimates. Display data includes banners and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets, rich media (including in-stream 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 advertising that appears before, during, or after digital video content in a video player. These figures represent net mobile advertising revenues after companies pay traffic acquisition costs to partner sites. Revenues for publishers (such as Pandora, Facebook, or Twitter) may come from inventory purchased via ad networks.
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.