Forecast: Digital now 36.8% of total U.S. media ad spending By the end of this year, U.S. digital ad spending will reach $72.09 billion, up from $59.82 billion in 2015. The research firm said digital will constitute 36.8% of total media ad spending, according to eMarketer’s latest forecast.  “Digital advertising is not only pulling dollars from traditional media, but it’s also creating new advertising opportunities at the local and national level,” said eMarketer forecasting analyst Martín Utreras in a stat

Digital now 36.8% of total U.S. media ad spending

By the end of this year, U.S. digital ad spending will reach $72.09 billion, up from $59.82 billion in 2015, according to eMarketer’s latest forecast. The research firm said digital will constitute 36.8% of total media ad spending.

“Digital advertising is not only pulling dollars from traditional media, but it’s also creating new advertising opportunities at the local and national level,” said eMarketer forecasting analyst Martín Utreras in a statement.

The strong growth of digital marketing is being driven mainly by vigorous investment in mobile and video.

According to eMarketer, mobile will grab $45.95 billion in ad dollars by the end of this year, up 45% from the previous period. By 2019, mobile will represent more than a third of total media ad spending in the U.S. Currently, Google is No. 1 in mobile, garnering 32% of the mobile ad market. Coming in second is Facebook with 22.1%.

Video will continue its double-digit growth with ad spending reaching $10.30 billion, comprising 14.3% of total spending. Next year, that figure will grow to 15.1%.

Display will retain its position as the No. 1 digital ad spending channel through 2020. This year, display spending will hit $34.56 billion this year, with Facebook capturing the vast majority. The social network will grab $11.93 billion this year, representing 34.5% of total display spending in the U.S. Google is runner-up, with $4.79 billion and a 13.8% share.

The research firm also revised its March forecast, which said digital ad spending wouldn’t overtake spending on TV until next year. Now digital spending is on track to eclipse TV ad spending this year. 

US TV* vs. Digital** Ad Spending, 2015-2020 (billions)

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