Highlights
Market definition
in-scope / out-of-scope
Reports special
  • Ad spending in the Digital Advertising market is projected to reach US$7,526m in 2020.
  • The market's largest segment is Search Advertising with a projected market volume of US$3,240m in 2020.
Show more
Digital Advertising uses the internet to deliver marketing messages via various formats to internet users. This includes Search Advertising, Social Media Advertising, Banner Advertising, Video Advertising as well as Classifieds. 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 (incl. notebooks) or mobile devices (smartphones and tablet PCs).

Our data is based on ad spendings coming from domestic companies within the selected market regardless of where an advertisement is ultimately displayed.

E-mail marketing, audio ads, influencer marketing or sponsorships, product placement, and commission-based affiliate systems are not considered here.
in-scope
  • Banners and video ads
  • Advertisements in search engines and social media networks
  • Online classifieds
  • Classification in Desktop and Mobile revenues
out-of-scope
  • E-mail marketing and audio ads
  • Influencer marketing or sponsorships
  • Product placement
  • Commission-based affiliate systems
Digital Advertising Report 2020

Digital Advertising Report 2020

Statista Digital Market Outlook - Market Report
Download
Ad Spending (2020)
+2.8% yoy
US$7,526m
Average Ad Spending per Internet User (2020)
+1.3% yoy
US$370.34

Ad Spending Spending Development

in the Digital Advertising market in million US$ in percent

Reading Support Ad spending in the Digital Advertising market is projected to reach US$7,526m in 2020. Reading Support The Digital Advertising market is expected to show a ad spending growth of 11.0% in 2021.

PNG
  • Ad Spending
  • Spending Development
Info

Ad spending:

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


Spending Development:

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.
×

Split - Desktop & Mobile Growth - Desktop & Mobile

in the Digital Advertising market in percent in percent

Reading Support In the Digital Advertising market, 58% of total ad spending will be generated through mobile in 2024. Reading Support The Digital Advertising market is expected to show a ad spending growth of 53% in the mobile segment in 2021.

PNG
  • Split - Desktop & Mobile
  • Growth - Desktop & Mobile
Info

Revenue Split – Desktop & Mobile

The ""Revenue Split"" box shows the relation of total Advertising revenue in million US dollars depending on the displayed device (Desktop-PC or mobile device) for each year.


Revenue Growth - Desktop & Mobile:

The ""Revenue Growth"" box shows the year-over-year revenue development for total Advertising revenues depending on the displayed device (Desktop-PC or mobile devices) in percentage terms.

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

Analyst Opinion

Since the first online banner ad was placed in 1994, advertisers went through many upheavals and needed to adopt to constantly changing technological revolutions, legal conditions, and consumer trends. With a click-through-rate (CTR) of 44%, the first online banner ad achieved a success that modern advertisers can only dream of, even with new formats like programmatic or native advertising. However, the endless innovation potential of this market is the reason for its popularity among start-ups and entrepreneurs.

World Map

Ad Spending by Industry

in the Digital Advertising market in percent

Reading Support In the Digital Advertising market, 22.5% of the digital ad spending will be accounted by the retail industry in 2020.

PNG
Info

Advertising Spending by Industry:

This box shows the distribution of Digital Advertising spending by industries in the current year.

Among other factors, this distribution is based on the proportional spread of the location's industries adjusted for B2C spendings.

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

Split - (Non-)Programmatic Growth - (Non-)Programmatic

in the Digital Advertising market in percent in percent

Reading Support In the Digital Advertising market, 80% of the Digital Advertising revenue will be generated through programmatic advertising in 2024. Reading Support The Digital Advertising market is expected to show a growth of 0.6% in the programmatic segment in 2021.

PNG
  • Split - (Non-)Programmatic
  • Growth - (Non-)Programmatic
Info

Split – Programmatic/Non-Programmatic

The box shows the relation between programmatic and non-programmatic Digital Advertising for each year.


Growth – Programmatic/Non-Programmatic

The ""Growth"" tab shows the year-over-year percentage development for programmatic and non-programmatic splits.

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

Average Ad Spending per Internet User

in the Digital Advertising market in US$

Reading Support The average ad spending per internet user in the Classifieds segment is projected to amount to US$32.11 in 2020.

PNG
Info

Average Ad Spending per Internet User:

This box shows the average ad spending per internet user of the selected market (market segment, region) for each year.

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

Global Comparison

in the Digital Advertising market in million US$

Reading Support With a projected market volume of US$136,690m in 2020, most ad spending is generated in the United States.

PNG
Top 5
1. United States
2. China
3. United Kingdom
4. Japan
5. Germany
6. Australia
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.
×
XLS Download

Key Market Indicators

The following Key Market Indicators give an overview of the social and economic outlook of the selected region and provide additional insights into relevant market-specific developments. These indicators, together with data from statistical offices, trade associations and companies serve as the foundation for the Statista market models.

20172018201920202021202220232024 CAGR
(2017-2024)
Population in m
Number of individuals (all ages) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
0-14 years in m
Number of individuals (age 0-14) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
15-24 years in m
Number of individuals (age 15-24) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
25-34 years in m
Number of individuals (age 25-34) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
35-44 years in m
Number of individuals (age 35-44) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
45-54 years in m
Number of individuals (age 45-54) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
55+ years in m
Number of individuals (age 55 and older) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
Consumer spending, per capita (current prices) in US$
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages in US$
Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco in US$
Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear in US$
Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing in US$
Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household in US$
Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health in US$
Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport in US$
Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication in US$
Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture in US$
Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education in US$
Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels in US$
Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other in US$
Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication
Click arrow to expand
Mobile subscriptions per 100 capita
The indicator shows the number of subscriptions (per 100 capita) to the Public Switched Telephone Network (PSTN) using cellular technology. Included are only subscriptions that also allow voice communication, pure data and M2M (machine to machine) connections are not included. | Source: Statista, based on ITU, trade assocations and national regulatory institutions
Broadband subscriptions per 100 capita in #
The indicator shows the number of-fixed broadband subscriptions per 100 inhabitants in the selected region. | Source: Statista, based on ITU
Average connection speed in Mbits/s
Estimated average internet connection speed in Mbits/s | Source: Statista
Smartphone penetration in %
Estimated share of the total population using a smartphone | Source: Statista
Internet users in m
Number of people in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Smartphone users in m
Estimated number of persons using a smartphone in the selected region | Source: Statista
Mobile broadband connections, total in m
Total number of active mobile broadband connections in the selected region | Source: Statista
2G Coverage (Index, 100=most developed country)
Indexed coverage of selected region with 2G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA
3G Coverage (Index, 100=most developed country)
Indexed coverage of selected region with 3G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA
4G Coverage (Index, 100=most developed country)
Indexed coverage of selected region with 4G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA
Mobile download speeds (Index, 100=most developed country)
Indexed average mobile download speeds (100=most developed country) | Source: Statista, based on GSMA
Mobile upload speeds (Index, 100=most developed country)
Indexed average mobile upload speeds (100=most developed country) | Source: Statista, based on GSMA
Hardware market
Click arrow to expand
Per-capita volume laptops in units
Average per capita sales of laptops and tablets in units | Source: Statista Consumer Market Outlook
Per-capita revenue laptops in US$
Average revenue of laptops and tablets per capita | Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs in units
The indicator shows the estimated average per capita sales of Desktop-PCs in units. | Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$
The indicator shows the estimated average revenue of Desktop-PCs per capita. | Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units
The indicator shows the estimated average per capita sales of mobile phones in units. | Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$
The indicator shows the estimated average revenue of mobile phones per capita. | Source: Statista Consumer Market Outlook
Social media usage
Click arrow to expand
Social media penetration in %
The indicator shows the estimated share of the total population in the selected region that uses social media sites and applications regularly (at least once a month). The data is based on surveys as well as user penetration estimates of the major social platforms. | Source: Statista, based on national and international statistical offices, company filings, traffic and press analysis
Households in m
The indicator shows the total number of private households in the selected region. Households denote residential communties of people living and keeping house together. Business facilities as well as institutional housholds (like unversity dormitories or retire homes) are not counted as households. | Source: Statista, based on national and international statistical offices
GDP, per capita (current prices) in US$
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: Statista, based on IMF, World Bank, European Commission, OECD, ADB
Internet penetration in %
Estimated share of the total population in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Source: Statista, September 2020
Source: Statista, September 2020, based on IMF, World Bank, UN and Eurostat

Methodology

With its B2B focus, the Digital Advertising market is an exception in the Digital Market Outlook. It builds on top-down modeling based on the location’s economic power as measured by its Gross Domestic Product (GDP). Furthermore, we rely on market data from independent databases and third-party sources, the analysis of various key market and macroeconomic indicators, historical developments, current trends, and the reported performance indicators of the key market players. The Digital Advertising market only covers ad spending by businesses (B2B). All monetary figures refer to the gross spending by businesses on digital advertisements being played via online channels. Gross spending factors in discounts, agency fees, margins, as well as taxes.

World Map

Recommended studies & reports

Tailored to your search demands

For the Digital Advertising market, our analysts create reports with detailed comparisons and important background information. Get an overview of trends and key players and consult comparisons of the focus regions USA, China, and Europe.

  • All the important data on the Digital Advertising market, including market size, forecasts, and regional comparisons
  • Consumption data, deep dives, and trends
  • Information about key players and insights about start-ups

These markets could also be of interest to you

Discover other market segments and categories related to your topic