As of September 2024, approximately 43 percent of adults surveyed in the United States said they had seen or heard a social media advertisement that caused them to buy a product, while 43 percent reported watching a TV commercial that led them to make a purchase. However, the shares varied depending on the interviewees' age group. Around 62 percent of Gen Zers shopped after seeing a social ad, while 47 percent of Gen Xers did so after watching a TV commercial.

The summary statistics by North American Industry Classification System (NAICS) which include: operating revenue (dollars x 1,000,000), operating expenses (dollars x 1,000,000), salaries wages and benefits (dollars x 1,000,000), and operating profit margin (by percent), of all NAICS under advertising, public relations, and related services (NAICS 5418), annual, for five years of data.

Industry research found that the click-through rate of search ads worldwide stood at 1.63 percent in the second quarter of 2024. Click-through rate is the share of clicks an ad receives in the number of users that view it.

During a 2023 survey, 65.9 percent of responding app users stated that they always skipped an in-app video ad if there was an option to do so after a certain time frame. On the other hand, 19.7 percent said they did not skip such ads if they were relevant to them.

Introduction

Targeted Advertising Statistics: Targeted advertising is a marketing strategy where ads are tailored to specific groups of people based on their interests, behaviors, demographics, or online activity. Instead of showing the same message to everyone, targeted ads aim to reach the right audience with relevant content. This makes the ads more likely to engage people and lead to sales.

However, there are challenges like privacy issues, changing regulations, and the need to keep up with shifting consumer preferences. To stay effective, companies must keep improving their targeting strategies. This article will guide you accordingly, as it includes several current trends and analyses from different insights of recent years.

During a 2023 survey, 67 percent of responding marketers from across the world stated they often or sometimes used Facebook ads in their work. According to the results of this survey, Facebook was the most used ad platform. Instagram ranked second, with 52 percent of respondents saying they often or sometimes used ads on this platform.

Around eight out of 10 consumers interviewed in a 2023 global survey considered getting recommendations from a brand based on past purchases cool. Shoppers also liked to receive personalized offers and email reminders about an abandoned shopping cart. On the other hand, 64 percent of respondents stated that ads based on location data are creepy.

Global ad spend were expected to reach over $134 billion in 2022. This means that it has increased by over 17% yearly.

Per Local Law 83 of 2021, the Mayor's Office of Ethnic and Community Media is required to report annually on each agency's full advertising spend across all media categories, including ethnic and community (ECM), mainstream, out-of-home, social media, etc. This dataset reflects the raw data that MOECM received from City Agencies on their annual advertising spend. For more information, please visit the MOECM website.

It was calculated that the digital advertising spending worldwide amounted to 549.51 billion U.S. dollars in 2022. The source projected that by 2027, the spending would reach 870.85 billion dollars.

Advertising spending - additional information

Advertising can utilize almost any form of media to meet its needs. Media including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing (with the exception of 2020) since 2010, and is forecast to round up to nearly 856 billion U.S. dollars in 2023. Due to advances in technology and consumer preferences, not all media are as heavily invested in as others. As of 2022, the internet was considered the most important medium for advertisers, accounting for 62 percent of total media ad spend in 2022. Internet expenditures are projected to record a growth of 8.4 percent in 2023.

Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimated 522.5 billion U.S. dollars in 2021. This figure is forecast to constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from 276 billion U.S. dollars in 2020 to nearly 495 billion U.S. dollars in 2024. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to gain nearly 25 billion U.S. dollars in 2023.

The ad spending is forecast to experience significant growth in all segments in 2028. As part of the positive trend, the indicator achieves the maximum value across all two different segments by the end of the comparison period. Notably, the segment Social Media Advertising Mobile stands out with the highest value of 212.68 billion U.S. dollars. Find further statistics on other topics such as a comparison of the ad spending in the United States and a comparison of the ad spending in Germany. The Statista Market Insights cover a broad range of additional markets.

The statistic shows the combined time spent with Super Bowl ads on YouTube on the Game Day from 2016 to 2019. On February 2, 2019, consumers spent 641 thousand hours watching Super Bowl ads on YouTube, representing a 58 percent increase over the previous year.

China AD Ind: Outdoor: Number of Media: Electronic Screen data was reported at 410.477 Unit th in 2012. This records a decrease from the previous number of 442.623 Unit th for 2011. China AD Ind: Outdoor: Number of Media: Electronic Screen data is updated yearly, averaging 31.039 Unit th from Dec 2000 (Median) to 2012, with 11 observations. The data reached an all-time high of 442.623 Unit th in 2011 and a record low of 5.639 Unit th in 2000. China AD Ind: Outdoor: Number of Media: Electronic Screen data remains active status in CEIC and is reported by State Administration for Market Regulation. The data is categorized under China Premium Database’s Advertising Sector – Table CN.RDA: Outdoor Advertising Company.

During a survey conducted among consumers in the United States in August 2024, 25 percent of respondents said they found ads in mobile gaming apps at least somewhat frustrating. Ads in movie streaming services were considered frustrating by 21 percent of responding internet users.

In December 2024, the average monthly cost-per-click (CPC) in Google Ads search advertising for the marketing and advertising industry in the United States reached 7.66 U.S. dollars and was the highest among the presented countries. In France, the value stood at 68 U.S. cents.

During a June 2024 survey among teenagers aged 13 to 17 in the United States, 52 percent reported seeing commercials on YouTube recently. Video-on-demand (VOD) and Facebook followed, respectively mentioned by 31 and 30 percent of respondents.

According to the most recent market calculations, U.S. advertisers spent roughly 2.14 billion U.S. dollars on addressable TV ads in 2020. They are further expected to increase their spending by some two billion dollars by the end of 2023.

What is addressable TV advertising?

Linear addressable TV advertising is a way of delivering selected ads to individual households via cable, satellite, and Internet Protocol TV (IPTV) delivery systems and set-top boxes. Unlike traditional TV commercials that are mainly displayed based on a program’s content, airtime, and a household’s geographical area, addressable ads enable marketers to target audiences much more effectively with the help of first-, second-, and third-party consumer data. A data-driven segmentation of households allows brands to tailor and deliver relevant marketing messages on a home-by-home basis, thereby boosting consumer awareness and sales figures alike.

TV advertising landscape in the U.S.

Even though investments in linear addressable TV advertising are ramping up, overall TV advertising spending in the U.S. is expected to plateau at just below 70 billion U.S. dollars in the following years. Television remains one of the most popular advertising mediums worldwide, but thanks to the ongoing proliferation of streaming services and other non-linear video entertainment formats, companies are no longer placing all their bets and ad dollars on traditional TV promotion. Meanwhile, the growing number of cord-cutting households in the U.S. also continues to challenge TV networks and advertisers more substantially each year.

In 2022, advertising spending that was wasted due to invalid traffic was estimated at 54.63 billion U.S. dollars on the global level. The source projected the amount would increase by a third by 2024, reaching over 72 billion dollars.

During a May 2024 online survey among parents of children aged two to 12 in the United States, nearly half (or 46 percent) reported seeing commercials when watching content with their kids. Around 17 percent said they did not see any ads, while 19 percent skipped commercials. According to the same study, most U.S. kids saw ads on YouTube that led them to ask their parents to make a purchase.

According to a survey conducted among consumers in the United States in February 2024, State Farm's "Like a Good Neighbaaa" was the most popular ad at Super Bowl LVIII, with an ad meter score of 6.68. Dunkin's "The DunKings" followed with a score of 6.52, while Kia' "Perfect 10 | The Kia EV9" completed the top three with a score of 6.36.