Since the first appearance of a banner ad in 1994, the Digital Advertising Market went through many upheavals. As perhaps in no other digital business, advertisers needed to adopt to constantly changing technological revolutions, legal conditions, and consumer trends. Nowadays, advertisers are struggling along modern advertising methods and formats like programmatic or native advertising. However, in that exact dynamic lies the reason why Digital Advertising is such a captivating market.

With this report we provide a comprehensive overview of the state of the Digital Advertising market as it is today as well as a prognosis with detailed information on five different market segments in the advertising areas of Search, Social Media, Banner, Video, and Classifieds. Besides all relevant market figures such as total and average revenues for the years from 2019 to 2024, we furthermore give detailed insights on current trends, key players, and relevant background knowledge of the market.

Comparing the three major Digital Advertising markets - the U.S., China, and Europe - the U.S. was the biggest market in 2019 with US$129.9 billion. Thus, the U.S. accounts for more than one third of the world’s Digital Advertising spending, leaving China und especially Europe far behind with shares of respectively only 21.3% and 19.9%. When taking growth rates into account, China leads the race with a CAGR of 7.5% by 2024 among the three major regions, closely followed by the U.S. with 6.5%.

Due to a lasting trend towards mobile apps, the future development of Digital Advertising will continuously be shaped by a shift from desktop to mobile. While the share of global mobile revenues was 52.4% in 2019, the expected share in 2024 will be 62.4%. The most affected segment will be Video Advertising. Here, we expect a shift in shares of around 31% leading to a mobile share of 69.2%.

Note: CAGR: Compound Annual Growth Rate / average growth rate per year