Digital Advertising Report 2019

Since the first appearance of a banner ad in 1994, the Digital Advertising Market wentthrough 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 likeprogrammatic or native advertising. However, in that exact dynamic liesthe 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 advertisingareas of Search, Social Media, Banner, Video, and Classifieds. Besides all relevant market figures such as total and average revenues for the years from 2018 to 2023, 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 2018 with US$100.8 billion. Thus, the U.S. accounts for more than one third of the world’sDigital Advertising spending, leaving Europe und especially China far behind with shares of respectively only 22.4% and 17.2%. When taking growth rates into account, China leads the race with a CAGR of 13.1% by 2023 among the three major regions, closely followed by Europe with 10.3%. The U.S. market is still growing steadily but will show first signs of fatigue in the coming years.

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 45.1% in 2018, the expected share in 2023 will be 54.2%. The most affected segment will be Video Advertising. Here, we expect a shift in shares of around 12% leading to a mobile share of 55.8%.

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