Digital Advertising

United States

(Core country: data based on in-depth analysis)

Highlights

Market definition

in-scope / out-of-scope

Reports special

Ad spending in the Digital Advertising market amounts to US$128,545m in 2020.
The market's largest segment is Search Advertising with a market volume of US$46,025m in 2020.

Classifieds Video Advertising Social Media Advertising Banner Advertising Search Advertising

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.

All figures refer to gross values.

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 2019

Statista Digital Market Outlook - Market Report

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Ad Spending (2020)

+9.9% yoy

US$128,545m

Average Ad Spending per Internet User (2020)

+8.6% yoy

US$452.54

Ad Spending Split - Desktop/Mobile Ad Spending by Industry Split - (Non-)Programmatic Average Ad Spending per Internet User Global Comparison Key Market Indicators

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$128,545m in 2020. Reading Support The Digital Advertising market is expected to show a ad spending growth of 7.3% in 2021.

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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.

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, 70% of total ad spending will be generated through mobile in 2023. Reading Support The Digital Advertising market is expected to show a ad spending growth of 68% in the mobile segment in 2021.

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Split - Desktop/Mobile
Growth - Desktop/Mobile

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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.

Ad Spending by Industry

in the Digital Advertising market in percent

Reading Support In the Digital Advertising market, 26.0% of the digital ad spending is accounted by the retail industry in 2020.

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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, 79% of the Digital Advertising revenue will be generated through programmatic advertising in 2023. Reading Support The Digital Advertising market is expected to show a growth of 1.0% in the programmatic segment in 2021.

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

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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 amounts to US$16.42 in 2020.

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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 market volume of US$128,545m in 2020, most ad spending is generated in the United States.

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Top 5

1. United States

2. China
3. United Kingdom
4. Germany
5. Japan

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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.

	2017	2018	2019	2020	2021	2022	2023	CAGR (2017-2023)
Population in m Number of individuals (all ages) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
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, 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
Broadband subscriptions per 100 capita Number of-fixed broadband subscriptions per 100 inhabitants \| Source: Statista, based on World Bank
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
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 Average per capita sales of Desktop-PCs in units \| Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$ Average revenue of Desktop-PCs per capita \| Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units Average per capita sales of mobile phones in units \| Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$ Average revenue of mobile phones per capita \| Source: Statista Consumer Market Outlook
Households in m Total number of households in the selected region \| Source: Statista
GDP (current) in US$ Gross domestic product (in current prices, constant exchange rate) of the selected region per capita \| Source: Statista, based on IMF WEOD
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, November 2019

Source: Statista, November 2019, 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.

	2017	2018	2019	2020	2021	2022	2023	CAGR (2017-2023)
Population in m Number of individuals (all ages) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| 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 reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
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, 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
Broadband subscriptions per 100 capita Number of-fixed broadband subscriptions per 100 inhabitants \| Source: Statista, based on World Bank
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
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 Average per capita sales of Desktop-PCs in units \| Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$ Average revenue of Desktop-PCs per capita \| Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units Average per capita sales of mobile phones in units \| Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$ Average revenue of mobile phones per capita \| Source: Statista Consumer Market Outlook
Households in m Total number of households in the selected region \| Source: Statista
GDP (current) in US$ Gross domestic product (in current prices, constant exchange rate) of the selected region per capita \| Source: Statista, based on IMF WEOD
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, November 2019