We predict US digital ad spend growth will outpace media ad spend growth overall. Retail media channels like Walmart and Instacart will see growth of over 40% this year. And TikTok should have another banner year for growth at 36.0%—if it can stay on regulators’ good side. This was originally featured in the eMarketer Daily newsletter.
Article
| Mar 27, 2023
Microsoft saw $12.23 billion in digital ad revenues last year, a massive figure that still only makes up about 2.2% of total digital ad spend worldwide, according to our forecast. In comparison, Google accounted for nearly 30% of total digital ad spend last year. By revamping Bing, Microsoft aims to regain relevance in search.
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| Feb 22, 2023
But now Amazon is gaining on Meta’s share of digital ad spending (12.9% versus 19.5%, respectively, this year). By 2025, the overall market share gap between the two will be just 3.2 percentage points. Google is facing its slowest growth since our tracking began in 2009. The market leader is set to increase its net ad revenues by just 2.9% in 2023, reaching $71.50 billion.
Article
| May 9, 2023
Beyond the chart: Even though the social ad market is picking back up, it will account for a smaller portion of digital ad spend this year (25.5%) than it did in 2022 (26.3%). Retail media and connected TV are increasing in digital ad spend share as social declines. More like this:. Meta’s AI-driven advertising system splits marketers.
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| Feb 28, 2023
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| Oct 1, 2023
Source: Insider Intelligence | eMarketer
Search ad spending is rising but losing share of total digital ad spending over time, as display formats, particularly video, attract more ad dollars. Because digital ad spending accounts for a larger piece of the total media pie each year, search’s share of total media spend continues to inch upward. Like other digital ad formats, search keeps exceeding our expectations.
Report
| Sep 12, 2022
From the early days of display ads to viewability standards for video, growth in digital ad spend has always been driven by the ability to reach specific audiences—and to measure the efficacy of the ads they see. Audio advertising, however, has been a different story. Until recently, podcasts accounted for a small fraction of overall digital ad spend.
Article
| May 10, 2022
Shift digital ad spend. As a result of Apple’s AppTrackingTransparency policy, a great deal of D2C brands moved digital ad spend away from Meta toward platforms like Google. But Google may not be the ultimate winner of that battle. As search behaviors change, brands will shift their dollars away from Google to Amazon and TikTok, where consumers are increasingly beginning their searches. 4.
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| Jan 31, 2023
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| Oct 1, 2023
Source: Insider Intelligence | eMarketer
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| Oct 1, 2023
Source: Insider Intelligence | eMarketer
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| Oct 1, 2023
Source: Insider Intelligence | eMarketer
Beyond the chart: A return to the skies and roads has bolstered the US travel industry’s digital ad spend, which will reach $5.23 billion this year and exceed pre-pandemic heights in 2023, per our forecast. The travel resurgence has also boosted the US digital out-of-home ad market, which will hit $2.64 billion and also surpass its 2019 level next year.
Article
| Oct 20, 2022
In 2022, the short-video app will rake in 2.4% of the country’s nearly $250 billion in digital ad spending—just 1 percentage point less than YouTube, and more than Snapchat and Twitter combined. Still, that’s a drop in the bucket compared with Google and Meta, which will claim 28.2% and 22.3% of the US digital ad market, respectively. Report: TikTok Commerce 2022.
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| Apr 8, 2022
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| Oct 1, 2023
Source: Insider Intelligence
The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.
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| Aug 22, 2023
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| Aug 24, 2023
The region accounts for roughly 8% of total digital ad spending, aligning with the US’s retail media ad spending share four years ago, according to our Latin America Retail Media Advertising Trends 2023 report. The UK’s retail media revenues are predicted to reach about £6.5 billion ($8.2 billion) by 2027, representing about 16% of total digital ad revenues, according to GroupM as cited by BIMA.
Article
| Jun 30, 2023
The industry accounted for almost a quarter (24.9%) of all US digital ad spending in 2021, per our estimates. Last year, retail grew its ad spend the second fastest of all industries we measure, by 34.5%, behind only entertainment. This year, retail ad spending growth will be the fastest, at 20.2%. It’s also staking its claim in formats most important to Google.
Article
| Feb 3, 2022
That’s a lot of digital ad spend up for grabs with a lot of retailers vying for their piece of the pie. Dozens of retail media networks are beginning to scale. Amazon has driven much of retail media’s growth to date, but nearly every major retailer now has a retail media network—with several already generating hundreds of millions of dollars in high-margin revenue.
Article
| Jan 14, 2022
That said, elevated levels of digital ad spend across social media will continue to drive Instagram's ad revenues in a positive direction for Facebook at large. Instagram's rapid growth has been driven in large part by the versatility of both Instagram Stories and Instagram Feed as used by both advertisers directly and by influencers.
Article
| Nov 1, 2021
Two thirds of digital ad spend currently flows to the three big tech platforms, Google, Meta, and Amazon. But their auction-based ad models favor their own bottom line and inflate costs at a time when every single marketing dollar counts. Awin's affiliate partnerships platform offers a real alternative to big tech and puts you back in control of your ad spend. Want to find out how?
Audio
| Sep 19, 2023
Retail media will also increase as a share of total US digital ad spend, hitting 19.3% in 2023.
Article
| Nov 17, 2021
Brands’ spend on TikTok paid campaigns was two times as efficient (as measured by the percent contribution to incremental sales volume per million-dollar media spend) than total digital spend. TikTok paid campaigns also delivered a 1.6 times higher return on ad spend than total digital spend. Penn, however, advised marketers to take this data with a grain of salt.
Article
| May 23, 2023
The company will drive an incredible 77.7% of US retail media digital ad spend this year. With 41.0% of the country’s ecommerce sales, the highest traffic, and the most mature capabilities among retail media ad platforms, Amazon rules the retail media roost, and that should come as no surprise.
Article
| Nov 22, 2021
As subscription revenue increased between 2018 and 2021 as a share of total audio revenues, digital ad spending waned. Advertising will fall to 36.1% of total audio revenues in 2022, but rebound to 37.9% in 2025. While total US audio subscription revenues will remain relatively stable, the category remains competitive.
Article
| Dec 6, 2021