Display ad spending for CPG is expected to reach $28.19 billion; retail leads with $46.44 billion. Mobile ad spending for CPG is forecast at $33.94 billion, significantly higher than media and entertainment at $22.62 billion and healthcare and pharma at $12.06 billion. CPG’s nonmobile ad spending is estimated to reach $14.86 billion, less than half of the retail industry's $31.86 billion.
Article
| Jan 16, 2024
B2B display ad spending will grow 9.9% this year. That will outpace B2B search ads’ 7.2% growth rate. Display will account for more than half of all B2B digital ad spending by 2025. Google’s share is slipping. Google has long commanded a significant share of the B2B search market.
Report
| Aug 30, 2023
Display ad spending growth will continue to slightly outpace that of search over the next few years. But retail media throws most of its weight behind search. Retail media is the fastest-growing ad channel we track. In 2024, marketers will spend almost 3 in 10 search ad dollars on retailers’ digital properties, compared with only 1 in 10 display ad dollars, per our forecast.
Report
| Dec 20, 2023
Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.
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| Jul 19, 2022
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| May 24, 2022
Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.
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| Feb 15, 2022
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer
CPG display ad spending will thrive a little more than search. CPG is a massive player for publishers of both display and search advertising—but not equally so. CPG companies will spend a robust $16.18 billion on search ads this year, but 56.5% of their digital ad outlays will still go to display.
Report
| Sep 27, 2023
And future growth in healthcare display ad spending will come largely from the video format. Display ads will see increased dollars but slowing growth. In 2023, healthcare and pharma advertisers will spend $7.76 billion on display ads, up 11.4% YoY. But growth in this format will slow to 7.5% in 2024 and 7.1% in 2025, with spend reaching $8.93 billion that year.
Report
| Sep 29, 2023
US display ad spend will grow by 15.7% this year, reaching a total of $163.29 billion. Here are five charts that offer a closer look at what display ad spending looks like in 2023.
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| Feb 28, 2023
Article
| Jan 26, 2022
Walled gardens make up a mighty share of programmatic display ad spending. However, that share will fall for the first time in 2023, dropping to 69.6% from 71.6% a year earlier. Retail media ad spending is one factor driving walled gardens’ declining share. Starting in 2024, retail media will be the fastest-growing ad channel we track, and it is still made up predominantly of search ads.
Report
| Nov 29, 2023
US B2B display ad spending on LinkedIn will total $3.01 billion in 2022 and grow to $4.56 billion by 2024. By then, LinkedIn will capture nearly 25% of all B2B digital ad dollars spent in the US.
Article
| Sep 20, 2022
With a category as broad as display advertising, any emerging trend is bound to have ad spending implications. A handful of hot topics, from the deprecation of third-party identifiers to the metaverse, will have varied levels of influence on display ad spending this year.
Article
| May 25, 2022
For the first time since we began forecasting them in 2017, walled gardens will lose share of total programmatic digital display ad spend, according to our forecast. One of the main drivers is retail media, which is taking up an increasing share of ad budgets, causing smaller walled gardens to try and prop up their ad businesses by partnering with their bigger counterparts.
Article
| Dec 14, 2023
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| Nov 2, 2022
Source: eMarketer
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| Jul 1, 2023
Source: Insider Intelligence | eMarketer
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| Jul 1, 2023
Source: Insider Intelligence | eMarketer
Video is driving retail’s gains in display ad spending. Retail spending on video ads will grow at even faster rates this year (20.9%) and next (19.5%). But retail’s share of display budgets spent on video will still lag all other industries we track by a margin of more than 6 percentage points (50.7% versus 57.1%). That’s because lower-funnel search ads are still a mainstay for retail.
Report
| Sep 7, 2023
KEY STAT: Even after non-video programmatic digital display ad spending returns to double-digit growth in 2024 and 2025, the growth we estimate for those years will be some of the weakest we’ve charted over the past 12 years. Setting the scene. The open programmatic web, for all its faults, has been the lifeblood for much of what consumers conceive of as the internet.
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| Jul 25, 2023
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| Jan 9, 2023
Source: Insider Intelligence | eMarketer
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| Jul 12, 2022
Source: Insider Intelligence | eMarketer
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| Mar 1, 2022
Source: eMarketer
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| Mar 1, 2022
Source: eMarketer
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| Nov 1, 2022
Source: Insider Intelligence | eMarketer