Digital Ad Spending Expected to Near $250 Billion by 2019

Zach Brooke
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Key Takeaways

What? Every year, digital ad spend closes the gap between itself and the leading source of advertising investment, television.

So what? As investment dollars indicate, consumers are increasingly influenced by ads they view online.

Now what? Use the report to inform how you spend your ad dollars moving forward.​

Sept. 15, 2017

Global internet advertising expenditure totaled $178.5 billion in 2016 and is projected to reach an estimated $247 billion by the end of 2019

New research from eMarketer finds global internet ad spending will grow nearly 40% in the next two years.

Broken down by ad type, display ads surged past paid search to become the most-invested in type of internet advertising, accounting for $83.9 billion of the 2016 total internet ad spend compared to paid search’s $78 billion. It’s the first time display ads have topped the chart since 2010.

The final type of internet ad, classified, attracted significantly less investment than the other two categories with $16.6 billion in 2016.

Total ad spend in the U.S. across all platforms reached $191.2 billion in 2016. TV and internet earned nearly the same amount to account for $152.3 billion together. The remaining $38.9 billion was spent on a combination of radio, print and outdoor advertisements. Digital ad revenue in the U.S. is projected to hit $116 billion by the end of 2021.

The full report dives deeper by looking at breakdowns of digital ad spend by industry, most profitable digital ad display companies and customer perceptions of digital advertising in the U.S.


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Author Bio:
Zach Brooke
Zach Brooke is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at or on Twitter at @Zach_Brooke.

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