Online advertising revenue in the U.S. 2000-2020
Online advertising revenue in the United States grew by 12.2 percent in 2020 compared to 2019, from 124.6 billion to 139.8 billion U.S. dollars. Two years earlier was the first time the figure has surpassed 100 billion dollars, owing to the emergence of new channels and formats including virtual and augmented reality, podcasts and OTT content as well as strong growth from existing channels such as mobile.
Online advertising at a glance
Search is dominating the internet advertising scene among the remaining formats in the United States, with a 44 percent share. Banner follows, accounting for 31 percent of ad revenues, and 17 percent is attributed to digital video ads. The largest revenue share came from the performance-based pricing model, where buyers pay for quantifiable user reactions to online advertising. Cost per click, sales and leads are a few examples of such reactions. Close to 63 percent of online ad revenue is generated via this type of pricing model, while 35 percent were priced based on cost-per-mille.
Consumer attitudes to online ads
In an early 2018 survey it was found that less than 20 percent of U.S. adults admitted to liking online ads be it on websites or in video clips, and the majority said they disliked online advertising in general. Unsurprisingly, younger generations in the United States find internet ads more relevant today than they did two years prior. This is especially true for the 57 percent of Millennials who noticed a positive change, with only 10 percent saying they thought online ads had become less relatable. Conversely, ten percent of seniors in the country thought internet advertising had become more relevant to their needs in the last two years.
Online advertising at a glance
Search is dominating the internet advertising scene among the remaining formats in the United States, with a 44 percent share. Banner follows, accounting for 31 percent of ad revenues, and 17 percent is attributed to digital video ads. The largest revenue share came from the performance-based pricing model, where buyers pay for quantifiable user reactions to online advertising. Cost per click, sales and leads are a few examples of such reactions. Close to 63 percent of online ad revenue is generated via this type of pricing model, while 35 percent were priced based on cost-per-mille.
Consumer attitudes to online ads
In an early 2018 survey it was found that less than 20 percent of U.S. adults admitted to liking online ads be it on websites or in video clips, and the majority said they disliked online advertising in general. Unsurprisingly, younger generations in the United States find internet ads more relevant today than they did two years prior. This is especially true for the 57 percent of Millennials who noticed a positive change, with only 10 percent saying they thought online ads had become less relatable. Conversely, ten percent of seniors in the country thought internet advertising had become more relevant to their needs in the last two years.
