Progressive ranked as the leading TV advertiser in the United States as of May 5, 2025. Over the previous seven days, roughly **** million dollars were invested in television ads to promote Progressive's products and services. In the same period, Tremfya spent around *** million U.S. dollars on TV advertising. TV advertising in the United States Advertisers in the U.S. strive to make their promotional efforts memorable and unique, and each week new creatives are popping up on TV. Throughout the year, spending on new commercials oscillates between lows of *** million U.S. dollars and highs of *** million. However, the peak periods for advertising creativity happen around the Super Bowl season. Not only are the commercials expensive, with the cost of a 30-second spot valued at *** million U.S. dollars in 2022, but brands heavily invest in exceptional new ads to win the Super Bowl of advertising in a bid to create the most unforgettable ad. Many of these ads prove successful with fans – Super Bowl viewers will long remember Budweiser’s Clydesdale puppy love, Mountain Dew’s Puppy Monkey Baby, Volkswagen’s The Force, or Snickers’ Betty White.

The ad spending in the 'Social Media Advertising' segment of the advertising market in Latin America was forecast to continuously increase between 2024 and 2030 by in total 5.6 billion U.S. dollars (+80 percent). After the ninth consecutive increasing year, the ad spending is estimated to reach 12.55 billion U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the 'Social Media Advertising' segment of the advertising market was continuously increasing over the past years.Find further information concerning the ad spending in the 'TV & Video Advertising' segment of the advertising market in Japan and the ad spending in the 'Digital Video Advertising' segment of the advertising market in Czechia. The Statista Market Insights cover a broad range of additional markets.

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Digital Advertisement Spending Market Size 2024-2028

The digital advertisement spending market size is forecast to increase by USD 570.7 billion at a CAGR of 18.51% between 2023 and 2028. The digital advertising spending market is experiencing significant growth, driven by several key trends and factors. One major factor is the decline in offline ad spending as businesses increasingly shift their budgets toward digital channels. Another trend is the evolution of programmatic advertisement buying, which allows for more targeted and efficient ad placements. However, the market also faces challenges, particularly in the area of OTT (over-the-top) advertising. Video advertising, including photo and video ads, has gained immense popularity due to the rise of streaming platforms and smartphone devices. With the proliferation of streaming services and cord-cutting, advertisers are seeking effective strategies to reach audiences in this new media landscape. Overall, the digital advertising market is poised for continued growth, but advertisers must navigate these trends and challenges to maximize their impact and ROI.

Market Analysis

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The digital advertising spending market is a significant segment of the digital media industry, driven by the increasing usage of social media, video, search engines, mobile devices, laptops, and desktops. The market encompasses various sectors such as health care, media and entertainment, ecommerce websites, and technology infrastructure. In the digital world, advertisers invest heavily in online advertising, digital media, online portals, and digital marketplaces to reach their target audience. Social media platforms have also emerged as a major advertising channel, enabling businesses to engage with their customers in real-time.

The online population's growth and the shift from traditional television advertisement to digital video marketing are key factors driving the market's expansion. The digital advertising market is also influenced by technology advancements such as multifactor authentication, crypto currency, and digital creative services. These technologies provide enhanced security, convenience, and creativity, making digital advertising more effective and engaging for consumers. Overall, the digital advertising market is expected to continue growing, offering ample opportunities for businesses to reach their audience and thrive in the digital marketplace.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Display ad
  Search ad
  Others


Geography

  North America

    US


  APAC

    China
    Japan


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Type Insights

The display ad segment is estimated to witness significant growth during the forecast period. In the digital world, various forms of advertisement such as display, email, social media, video, and search engine advertising, are increasingly gaining popularity among businesses looking to reach their target audience online. According to recent studies, The market is projected to expand significantly over the next few years, driven by the widespread use of internet-connected devices like laptops, desktops, smartphones, and tablets. This growth can be attributed to the ability of digital media to provide targeted advertising through IP targeting, reaching both business-to-business (B2B) and business-to-consumer (B2C) customers directly. Digital ads come in various formats, including visual ads, photo video ads, and multifactor authentication ads, and can be found on online portals, ecommerce websites, streaming platforms, and technology and infrastructure websites.

The media and entertainment, health care, transport and tourism, IT and telecom industries are major contributors to the digital advertising market. Traditional television advertisement continues to coexist with digital video marketing, offering advertisers the flexibility to reach a mass audience through both channels. Moreover, the coronavirus pandemic has accelerated the shift toward digital advertising as businesses look for new ways to engage with their customers and adapt to changing consumer behavior. Digital creative services and strategic campaign development have become essential components of successful digital ad spending, ensuring that ads are tailored to the audience and delivered through the most effective channels.

Overall, the digital advertising market offers advertisers a cost-effective and measurable way to reach their target audience and drive conversions in the ever-evolving digital landscape.

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The source forecast that, in 2025, digital channels would attract nearly 61 percent of the global advertising expenditure, while TV would account for less than 22 percent. According to the projections, print and out-of-home (OOH) media will tie in third place, each with a 5.7-percent share. Shifts in advertising spending Another source forecast that, in 2024, the sectors with the fastest-growing ad spending worldwide would include politics, non-profit, and financial services, with politics alone standing with a projected increase of more than 500 percent by 2024 – presumably due to the presidential election in the United States. These changes, however, will not be the same everywhere. South Asia was projected to be the only world region recording a double-digit ad expenditure growth rate in 2024. The U.S. and Canada would follow with a combined 7.6 percent increase. Ad spend in the media sector Retail media stood first among channels with the highest annual change in advertising spending worldwide, surpassing 21 percent in 2024. Connected TV (CTV) and social media followed. In the U.S. alone, the ad spending per internet user of the social media advertising market was projected to continuously increase between 2024 and 2028, surpassing an estimated 265 U.S. dollars per user in the latter year.

The estimated ad spending in Central and Eastern Europe is forecast to reach nearly 14.5 billion U.S. dollars in 2022. In comparison, the ad spending in Latin America in the same year is expected to amount to around 29.1 billion dollars.

In 2025, TV and video advertising spending in North America will reach an estimated 162 billion U.S. dollars, up from 155 billion dollars a year earlier. That represents an annual ad spend growth rate of approximately 4.4 percent.

In 2024, digital video advertising spending in the United States was estimated at 62.9 billion U.S. dollars. According to the source’s calculations, the spending doubled in the period 2020 to 2023. You say goodbye television, I say hello digital video Moving pictures have captured the attention of audiences and advertisers for decades. Still, ever since the internet made its way into millions U.S. households, the focus has gradually shifted away from traditional analog television. While TV remains a leading source of news and entertainment throughout the country, industry experts also agree that its golden age is slowly coming to an end. According to the latest forecasts, TV ad spend in the United States will begin shrinking starting with 2025. Consumer demand for digital video is insatiable Social media and prominent video streaming services have fostered the demand for digital video on a global scale. In addition to being able to choose freely from ever-expanding digital video catalogs, audiences are also enjoying the flexibility they get in terms of when, where, and on which device they want to consume the content. Advertisers are tapping into the vast user bases of SVOD and AVOD platforms such as YouTube, Disney+, and Amazon Prime Video to promote their products and services. What is more, marketers are increasingly embracing TikTok and other video-streaming apps that center around user-generated video content and capture the attention of millions of (young) online users each day.

The source forecasts that, in 2024, Latin America's advertising spending will grow by 7.6 percent. The same study projected single-digit increase rates for the following two years, with the Latin American ad spend reaching an estimated 29.7 billion dollars by 2026.

The average ad spending per internet user in the 'Search Advertising' segment of the advertising market in Russia was forecast to continuously increase between 2024 and 2030 by in total 10.2 U.S. dollars (+44.12 percent). After the eighth consecutive increasing year, the average ad spending per internet user is estimated to reach 33.28 U.S. dollars and therefore a new peak in 2030. Find further information concerning ad spending in Czechia and ad spending in Russia. The Statista Market Insights cover a broad range of additional markets.

The ad spending in the 'Search Advertising' segment of the digital advertising market in Poland was forecast to continuously increase between 2023 and 2028 by in total 320.3 million U.S. dollars (+45.66 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 1 billion U.S. dollars and therefore a new peak in 2028. Notably, the ad spending of the 'Search Advertising' segment of the digital advertising market was continuously increasing over the past years.Find more information concerning the United States and Spain. The Statista Market Insights cover a broad range of additional markets.

The source forecast that, in 2025, advertising spending in the United States and Canada alone will surpass 342 billion U.S. dollars and account for over 40 percent of the global ad expenditure. The Asia-Pacific (APAC) region and Western Europe will follow with estimated ad spends of about 246 billion and 154 billion dollars, respectively. Most world regions' ad expenditures were projected to expand between 2024 and 2026. Ad corporations' revenues by region Some of the world's largest ad media holdings obtain most of their gains in the U.S. or North America. In 2024, Omnicom Group Inc.'s revenue in the U.S., Canada, and Puerto Rico surpassed 8.6 billion dollars – more than in all other markets combined. Similarly, that year, the revenue of the Interpublic Group (IPG) in the U.S. alone exceeded 5.9 billion dollars, while all other regions collectively generated little more than half of that value. World regions' top brands Powerful advertisers contribute to ever-higher ad expenditures worldwide. South Korean Samsung and German T-Mobile emerged as the most valuable brands in the APAC and European regions in 2025, each estimated at dozens of billions of dollars. Silicon Valley's darling Apple topped the ranking as the most valuable brand in the Americas at over half a billion dollars. According to another source, Apple's global brand value surpassed one trillion dollars in 2024.

The average ad spending per internet user in the 'Search Advertising' segment of the digital advertising market in the United States was forecast to continuously increase between 2023 and 2028 by in total 189.6 U.S. dollars (+50.08 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 568.25 U.S. dollars and therefore a new peak in 2028. Notably, the average ad spending per internet user of the 'Search Advertising' segment of the digital advertising market was continuously increasing over the past years.Find other key market indicators concerning the ad spending and revenue growth. The Statista Market Insights cover a broad range of additional markets.

The source forecast that Brazil will experience the highest growth in advertising spending in 2025 among the ** largest ad markets worldwide, with a projected increase rate of **** percent. Canada and China will follow with estimated expansions of approximately **** and **** percent, respectively. Meanwhile, ad expenditures in France, Germany, Japan, and Australia were predicted to rise less than **** percent in 2025. The Brazilian ad market Brazil's advertising industry ranks among the most creative worldwide, with other sources estimating its 2024 ad spending at almost ** billion U.S. dollars in 2024 and well over ** billion dollars by 2026. Home to a vast digital consumer base, Brazil's digital retail media ad segment has also thrived throughout the *****, with the latest projections indicating double-digit growth rates for this sector as the decade unfolds. Asian ad giants The swift expansion of the Chinese and Indian ad markets exemplifies their importance for advertising in the Asia-Pacific (APAC) region. Each features unique mediascapes, albeit united by a strong focus on mobile internet users. As a result, Asia's online video advertising and marketing industry has played a key role in connecting brands and consumers.

The ad spending in the 'Traditional Out-of-Home Advertising' segment of the advertising market in Saudi Arabia was forecast to increase between 2024 and 2030 by in total 5.9 million U.S. dollars (+8.11 percent). This overall increase does not happen continuously, notably not in 2029 and 2030. The ad spending is estimated to amount to 78.6 million U.S. dollars in 2030. Find further information concerning the ad spending in the 'TV & Video Advertising' segment of the advertising market in Germany and the ad spending in the 'Traditional Radio Advertising' segment of the advertising market in Portugal. The Statista Market Insights cover a broad range of additional markets.

The ad spending in the 'Influencer Advertising' segment of the advertising market in South Korea was forecast to continuously increase between 2024 and 2030 by in total 353.1 million U.S. dollars (+81.52 percent). After the eleventh consecutive increasing year, the ad spending is estimated to reach 786.28 million U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the 'Influencer Advertising' segment of the advertising market was continuously increasing over the past years.Find further information concerning the average ad spending per internet user in the 'Digital video ads' segment of the advertising market in the United States and the ad spending in the 'Out-of-Home Advertising' segment of the advertising market in the United States. The Statista Market Insights cover a broad range of additional markets.

According to the latest estimates, programmatically sold advertising was worth 546 billion U.S. dollars in 2023. This figure is expected to reach 779 billion by 2028.

What is programmatic advertising?

Programmatic advertising refers to the automated buying and selling of digital ad space. Unlike manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. This data-driven approach helps streamline and accelerate ad buying processes and ensure campaign efficiency, explaining why programmatic has become one of the most indispensable digital marketing tools worldwide.

Largest programmatic ad markets worldwide

The United States and Canada made up the largest programmatic advertising market worldwide in 2021. The two countries collectively accounted for over 40 percent of global programmatic ad investments that year, whereas advertisers in Asia claimed roughly one-third of the programmatic ad pie. Meanwhile, the shift towards automated ad buying is also taking hold across Europe. Based on the latest data, the value of Europe’s programmatic ad market has more than doubled since 2017, with spending forecast to hit the 100-billion-dollar mark by 2024.

The ad spending in the advertising market in South Korea was forecast to continuously increase between 2024 and 2030 by in total 4.5 billion U.S. dollars (+27.27 percent). After the tenth consecutive increasing year, the ad spending is estimated to reach 20.97 billion U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the advertising market was continuously increasing over the past years.Find further information concerning the average ad spending per capita in the 'Out-of-Home Advertising' segment of the advertising market in Singapore and the ad spending in the 'Digital Out-of-Home Advertising' segment of the advertising market in Israel. The Statista Market Insights cover a broad range of additional markets.

In 2024, digital pure player ads were estimated to account for ** percent of the total advertising spending in France, up from approximately ** percent in 2021. This makes digital the largest ad medium in France, followed by ** and *****************.

Over the last two observations, the ad spending is forecast to significantly increase in all segments. As part of the positive trend, the indicator achieves the maximum value across all four different segments by the end of the comparison period. Notably, the segment Search Advertising stands out with the highest value of ***** billion U.S. dollars. Find other insights concerning similar markets and segments, such as a comparison of ad spending in the United States and a comparison of average revenue per user (ARPU) in the United States.The Statista Market Insights cover a broad range of additional markets.

The ad spending in the 'Banner Advertising' segment of the digital advertising market in Poland was forecast to continuously increase between 2023 and 2028 by in total 232.2 million U.S. dollars (+34.79 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 899.54 million U.S. dollars and therefore a new peak in 2028. Notably, the ad spending of the 'Banner Advertising' segment of the digital advertising market was continuously increasing over the past years.Find more information concerning the United States and Spain. The Statista Market Insights cover a broad range of additional markets.