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Digital Advertising

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
Market definition

Highlights

United States

Currency

$ USD
€ EUR (2016: 1 USD = 0.90554 EUR)
£ GBP (2016: 1 USD = 0.75014 GBP)
  • Revenue in the "Digital Advertising" market amounts to US$106,117m in 2018.
  • The market's largest segment is the segment "Search Advertising" with a market volume of US$47,558m in 2018.
  • 78% of total revenue in the "Digital Advertising" market will be generated through mobile in 2022.
  • The retail industry accounts for the largest revenue share, that is 21.5% of Display Advertising revenues in 2018.

Revenue Revenue Growth

in the Digital Advertising market in million US$ in percent

Reading Support Revenue in the "Digital Advertising" market amounts to US$106,117m in 2018. Reading Support The "Digital Advertising" market is expected to show a revenue growth of 7.2% in 2019.

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  • Revenue
  • Revenue Growth
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Revenue:

The “Revenue” box shows the forecasted revenue 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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Revenue Split - Desktop / Mobile Revenue Growth - Desktop / Mobile

in the Digital Advertising market in percent in percent

Reading Support In the "Digital Advertising" market, 78% of total revenue will be generated through mobile in 2022. Reading Support The "Digital Advertising" market is expected to show a revenue growth of 73% in the mobile segment in 2019.

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  • Revenue Split - Desktop / Mobile
  • Revenue 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 Advertising Revenue by Industry

in the Digital Advertising market in percent

Reading Support In the "Digital Advertising" market, 21.5% of revenue is accounted for by the retail industry in 2018.

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Display Advertising Revenue by Industry:

This box shows the distribution of Display Advertising revenues by industries in the current year (Display includes Digital Banner and Video Advertising revenues).
NB: Due to the fact that the distribution of revenues 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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Revenue Split - Programmatic Revenue Growth - Programmatic

in the Digital Advertising market in percent in percent

Reading Support In the "Digital Advertising" market, 90% of total 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.

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  • Revenue Split - Programmatic
  • Revenue Growth - Programmatic
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Revenue Split – Programmatic / Non-Programmatic

The box shows the relation between programmatic and non-ptogrammatic 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 - Revenue

in the Digital Advertising market in million US$ in 2018

Reading Support With a market volume of US$106,117m in 2018, most revenue is generated in the United States.

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Top Countries
United States
China
United Kingdom
Japan
Germany
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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)
Mobile Phones Volume / Capita in units
Average per capita sales of mobile phones in units
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
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
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
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Laptops Revenue / Capita in US$
Average revenue of laptops and tablets per capita
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Desktop-PC Revenue / Capita in US$
Average revenue of Desktop-PCs per capita
xx.x xx.x xx.x x.x x.x x.x x.x
Social Media Penetration in %
Percentage of individuals from the total population using social media applications on a monthly basis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Facebook User in m
Monthly active Facebook users
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Tablet Penetration in %
Percentage of individuals from the total population using a tablet on a monthly basis
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
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Internet Penetration in %
Percentage of individuals from the total population using the internet on a monthly basis
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Consumer Spending / Capita in US$
Consumer Spending per Capita in the selected region
xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx xx,xxx
GDP / Capita in US$
Gross domestic product of the selected region in relation to the total population
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
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
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
0-15 years in m
Number of individuals (age 0-15) living in the selected region
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
16-24 years in m
Number of individuals (age 16-24) living in the selected region
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
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
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
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
xx.x xx.x xx.x xx.x xx.x xxx.x xxx.x
Telecommunication
Click arrow to expand
Average Connection Speed in kbits/s
Average internet connection speed in Kbits/s
xx,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
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Fixed Telephone Subscriptions / 100 Capita
Fixed telephone subscriptions refers to the sum of active number of analogue fixed telephone lines, voice-over-IP (VoIP) subscriptions, fixed wireless local loop (WLL) subscriptions, ISDN voice-channel equivalents and fixed public payphones.
xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Mobile cellular subscriptions / 100 Capita
Includes subscriptions to a public mobile telephone service that provide access to the PSTN using cellular technology.
xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x xxx.x
Source: Statista, April 2018
Source: Statista, April 2018, based on IMF, World Bank, UN and Eurostat
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