Breakdown of U.S. online advertising revenue in 2018, by type

In 2018, close to half of all online ad revenue in the United States was generated through search advertising. About a third of the revenue came from online banners that year.

Digital advertising in the United States

In 2018, online advertising in the United States generated a total revenue of about 107 billion U.S. dollars. U.S. internet ad revenue has been increasing steadily since 2009 and has grown by about 22 percent compared to 2017. Alongside revenue, the country’s digital ad expenditures have also been increasing each year steadily, reaching nearly 130 billion U.S. dollars in 2019. This amount is estimated to reach 200 billion U.S. dollars by 2023.

Distribution of digital ad budgets

According to U.S. agencies and marketers, roughly 29 percent of their digital advertising budget went to mobile video advertising in 2018. Another 31 percent of those budgets went to desktop video, indicating the importance of the medium on both platforms. The budget share devoted to mobile video format was expected to further grow by about two percent in 2019.

Breakdown of online advertising revenue in the United States in 2018, by type

Share of revenue
Search45%
Banner31%
Digital video15%
Other*9%
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Sources

Release date

May 2019

Region

United States

Survey time period

2018

Supplementary notes

Amounts might not equal 100 percent due to rounding and omission of minor categories.
*Other includes: “Classifieds,” “Lead Generation,” “Audio,” and “Unspecified Other.”

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Statistics on "Digital advertising formats in the U.S."

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