Digital advertising in North America - statistics & facts

The advertising landscape in North America is continuously evolving, with new trends and technologies transforming the industry at a rapid pace. Among the many innovations, the shift from traditional to digital media had the most significant impact on the industry to date. Thanks to ever-increasing internet penetration and the expansion of digital content throughout the continent, marketers now allocate higher budgets to digital platforms than ever before, making digital advertising a multi-billion-dollar industry. In 2020, digital advertising spending in North America amounted to approximately 152 billion U.S. dollars, and according to the latest projections, spending will surpass the 200-billion-dollar mark by 2025. Unsurprisingly, the United States accounts for the lion’s share of digital ad spend in North America, while search remains North America’s most invested-in advertising format.

United States

The United States is the largest digital advertising market worldwide. In 2020, U.S. digital ad spending amounted to 143 billion U.S. dollars, and while this figure did not experience substantial growth due to the coronavirus (COVID-19) pandemic, expenditures are forecast to see swift upswings in the following years. Broken down by format, search advertising accounts for the largest share of digital ad spend in the U.S., followed by social media. Another driver of investment growth is mobile advertising- one of the most promising digital advertising formats of the past decade. In 2020, mobile advertising spending in the U.S. reached 105 billion U.S. dollars, and as mobile adoption continues to accelerate, spending on mobile ad campaigns is projected to advance, too.

Canada

While Canada only accounts for a small share of total digital ad spend in North America, Canada’s advertising industry continuously increases online ad investments and ramps up digital promotions. In 2019, internet ad revenue in Canada stood at a record 8.76 billion Canadian dollars, and ever since that year, internet accounts for over 50 percent of total ad expenditures nationwide. Again, mobile stands out as the country’s most profitable advertising channel, with Canada’s mobile advertising spending expected to reach 8.28 billion Canadian dollars in 2021.

Mexico

Compared to the United States and Canada, Mexico is still at a nascent stage for digital advertising, as the distribution of Mexico’s advertising spending in recent years has demonstrated. In 2020, television remained the primary beneficiary of ad expenditures in Mexico, but while traditional media formats still receive substantial investments, internet advertising is forecast to win more ground in the future. Digital advertising expenditure in Mexico saw a 10 percent growth in 2020, with even higher double-digit growth projected for 2021. While Mexico is not adapting to digital marketing trends at the same rapid pace as the U.S. and Canada, mobile advertising and other digital formats are successfully pushing their way through the country’s advertising landscape.

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In the following 4 chapters, you will quickly find the 31 most important statistics relating to "Digital advertising in North America".

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