Digital Advertising

United States

Highlights
Market definition
in-scope / out-of-scope
Reports
  • Revenue in the Digital Advertising market amounts to US$100,795m in 2018.
  • The market's largest segment is Search Advertising with a market volume of US$35,450m in 2018.
  • The retail industry accounts for the largest revenue share, that is 19.3% 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$100,795m in 2018. Reading Support The Digital Advertising market is expected to show a ad spending growth of 7.4% 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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Ad Spending Split - Desktop / Mobile Ad Spending Growth - Desktop / Mobile

in the Digital Advertising market in percent in percent

Reading Support In the Digital Advertising market, 71% of total ad spending will be generated through mobile in 2022. Reading Support The Digital Advertising market is expected to show a ad spending growth of 62% in the mobile segment in 2019.

  • Ad Spending Split - Desktop / Mobile
  • Ad Spending 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.
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Display Ad Spending by Industry

in the Digital Advertising market in percent

Reading Support In the Digital Advertising market, 19.3% 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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Ad Spending Split - Programmatic Ad Spending Growth - Programmatic

in the Digital Advertising market in percent in percent

Reading Support In the Digital Advertising market, 90% of the display revenue will be generated through programmatic advertising in 2022. Reading Support The Digital Advertising market is expected to show a revenue growth of 5.1% in the programmatic segment in 2019.

  • Ad Spending Split - Programmatic
  • Ad Spending Growth - Programmatic
Info

Revenue Split – Programmatic / Non-Programmatic

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

Revenue Groth – Programmatic / Non-Programmatic

The "Revenue Growth" box shows the year-over-year revenue development for total Advertising revenues depending on the in percentage terms.

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.

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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 in the selected region using the internet | Source: Statista
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
GDP (current) in US$
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: IMF
xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
Households in m
Total number of households in the selected region. | Source: Statista
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Population in m
Number of individuals (all ages) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
0-14 years in m
Number of individuals (age 0-14) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
15-24 years in m
Number of individuals (age 15-24) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
25-34 years in m
Number of individuals (age 25-34) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
35-44 years in m
Number of individuals (age 35-44) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
45-54 years in m
Number of individuals (age 45-54) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
55+ years in m
Number of individuals (age 55 and older) living in the selected region, the data reflect the United Nation's medium variant of World Population Prospects | Source: UN
xx.x xx.x xx.x xx.x xx.x xx.x xxx.x
Consumer spending (current) in US$
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista
xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
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) that are valued at wholesale prices. | Source: Statista
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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) that are valued at wholesale prices. | Source: Statista
xxx xxx xxx xxx xxx xxx xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx xx,xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
xxx xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
xxx xxx xxx xxx xxx xxx x,xxx
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
x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx x,xxx
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
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
xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
Broadband subscriptions per 100 capita
Number of-fixed broadband subscriptions per 100 inhabitants. | Source: World Bank, Statista
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
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Hardware market
Click arrow to expand
Per-capita volume mobile phones in units
Average per capita sales of mobile phones in units | Source: Statista
x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Per-capita volume laptops in units
Average per capita sales of laptops and tablets in units | Source: Statista
x.xx x.xx x.xx x.xx x.xx x.xx x.xx
Per-capita volume desktop PCs in units
Average per capita sales of Desktop-PCs in units. | Source: Statista
x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx x.xxx
Per-capita revenue mobile phones in US$
Average revenue of mobile phones per capita | Source: Statista
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Per-capita revenue laptops in US$
Average revenue of laptops and tablets per capita. | Source: Statista
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Per-capita revenue desktop PCs in US$
Average revenue of Desktop-PCs per capita. | Source: Statista
xx.x xx.x xx.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
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Social media usage
Click arrow to expand
Social media penetration in %
Percentage of individuals from the total population using social media applications on a monthly basis | Source: Statista
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Facebook users in m
Monthly active Facebook users. | Source: Statista
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Source: Statista, November 2018
Source: Statista, November 2018, based on IMF, World Bank, UN and Eurostat
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