Digital Advertising

worldwide

Highlights
Market definition
in-scope / out-of-scope
Reports
  • Revenue in the Digital Advertising market amounts to US$266,238m in 2018.
  • The market's largest segment is Search Advertising with a market volume of US$96,742m in 2018.
  • The retail industry accounts for the largest revenue share, that is 13.4% of Display Advertising revenues in 2018.
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Digital Advertising uses the internet to deliver marketing messages via various formats to internet users. This includes banners (e.g. Skyscrapers, Overlays, Rich media formats), video pre-rolls or mid-rolls, search engine advertising as well as online classifieds and social media advertising.
Detailed definitions of these segments can be found on the sub-pages for the corresponding market segments.

Furthermore the digital advertising market is segmented into desktop and mobile revenues depending on the delivery method such as desktop computers or mobile devices (smartphones and tablet PCs).

E-mail marketing, audio ads, influencer sponsorships and commission-based affiliate systems are not considered here.

All figures refer to gross values.
in-scope
  • Display advertising including banners and video ads
  • Search engine advertising and social media advertising
  • Online classifieds
  • Classification in desktop and mobile revenue
out-of-scope
  • E-mail marketing, audio ads
  • Influencer sponsorships
  • Commission-based affiliate systems
Global Revenue Ranking (2018)
#1
United States

Ad Spending Spending Development

in the Digital Advertising market in million US$ in percent

Reading Support Ad spending in the Digital Advertising market amounts to US$266,238m in 2018. Reading Support The Digital Advertising market is expected to show a ad spending growth of 11.2% in 2019.

  • Ad Spending
  • Spending Development
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Ad spending:

The “Ad Spending” box shows the forecasted development of the selected market (market segment, region) for each year.


Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

A definition and detailed explanation of the displayed markets can be found here.
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Display Ad Spending by Industry

in the Digital Advertising market in percent

Reading Support In the Digital Advertising market, 13.4% of the ad spending is accounted for by the retail industry in 2018.

Info

Display Advertising Spending by Industry:

This box shows the distribution of Display Advertising spending by industries in the current year (Display includes Digital Banner and Video Advertising revenues).
NB: Due to the fact that the distribution of spending by industry is not available for all covered countries, in some cases the displayed figures refer to the corresponding world region or global data.

A definition and detailed explanation of the displayed markets can be found here.
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Global Comparison

in the Digital Advertising market in million US$

Reading Support With a market volume of US$100,795m in 2018, most ad spending is generated in the United States.

Info

Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

A definition and detailed explanation of the displayed markets can be found here.
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Key Market Indicators

The following Key Market Indicators give an overview of the demographic, economic and technological development of the selected region on the basis of general KPIs. The calculation of Statista’s Market Outlook is based on a complex market-driver logic including over 400 region-specific data sets.

2016201720182019202020212022 CAGR
(2016-2022)
Internet Penetration in %
Percentage of individuals from the total population using the internet on a monthly basis. | Source: Statista Analysis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
GDP / Capita in US$
Gross domestic product of the selected region in relation to the total population. | Source: IMF
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Households in m
Total number of households in the selected region. | Source: Statista Analysis
x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x
Population in m
Number of individuals (all ages) living in the selected region. | Source: World Bank, Statista Analysis
x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x
0-15 years in m
Number of individuals (age 0-15) living in the selected region. | Source: World Bank, Statista Analysis
x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x
16-24 years in m
Number of individuals (age 16-24) living in the selected region. | Source: World Bank, Statista Analysis
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
25-34 years in m
Number of individuals (age 25-34) living in the selected region. | Source: World Bank, Statista Analysis
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
35-44 years in m
Number of individuals (age 35-44) living in the selected region. | Source: World Bank, Statista Analysis
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45-54 years in m
Number of individuals (age 45-54) living in the selected region. | Source: World Bank, Statista Analysis
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
55+ years in m
Number of individuals (age 55 and older) living in the selected region. | Source: World Bank, Statista Analysis
x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x
Consumer Spending / Capita in US$
Average consumer spending per capita of private households in the selected region | Source: Statista Analysis, based on UN, World Bank, IMF, Eurostat and national statistical offices
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
Telecommunication
Click arrow to expand
Average Connection Speed in kbits/s
Average internet connection speed in Kbits/s. | Source: Akamai, Statista Analysis
x,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
Fixed Broadband Subscription / 100 Capita
Number of fixed broadband subscriptions per 100 inhabitants. | Source: World Bank, Statista Analysis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Smartphone Penetration in %
Percentage of individuals from the total population using a smartphone on a monthly basis. | Source: Statista Analysis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Mobile Phones Volume / Capita in units
Average per capita sales of mobile phones in units | Source: Statista Analysis
x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Laptops Volume / Capita in units
Average per capita sales of laptops and tablets in units. | Source: Statista Analysis
x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Desktop-PCs Volume / Capita in units
Average per capita sales of Desktop-PCs in units. | Source: Statista Analysis
x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx
Mobile Phones Revenue / Capita in US$
Average revenue of mobile phones per capita | Source: Statista Analysis
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Laptops Revenue / Capita in US$
Average revenue of laptops and tablets per capita. | Source: Statista Analysis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Desktop-PC Revenue / Capita in US$
Average revenue of Desktop-PCs per capita. | Source: Statista Analysis
x.x x.x x.x x.x x.x x.x x.x
Tablet Penetration in %
Percentage of individuals from the total population using a tablet on a monthly basis | Source: Statista Analysis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Social Media Penetration in %
Percentage of individuals from the total population using social media applications on a monthly basis. | Source: Statista Analysis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Facebook User in m
Monthly active Facebook users. | Source: Statista Analysis
x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x x,xxx.x
Source: Statista, September 2018; Selected region only includes countries listed in the Digital Market Outlook
Source: Statista, September 2018, based on IMF, World Bank, UN and Eurostat
Selected region only includes countries listed in the Digital Market Outlook
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