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.

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.

During a 2022 survey carried out among consumers in the United States, 76 percent stated that it was acceptable or somewhat acceptable for advertisers to target them based on the media they consumed. Nearly the same share was okay with being targeted based on their prior purchases.

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.

During a 2024 survey among advertising decision-makers at brands, agencies, and publishers from the United States, approximately one in three respondents stated that their organizations would be using first-party data as their primary digital advertising strategy for reaching audiences in regions with data privacy laws in place. Contextual advertising ranked second, named by 29 percent of responding marketers.

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.

In a study of out-of-home advertising effectiveness conducted in early 2019, it was found that for the largest proportion of viewers heavily exposed to OOH advertising in the United States (those who have traveled in a car and seen OOH ads) driving was the primary mode of transportation, at 83 percent on weekdays and 69 percent on weekends.

In June 2024, the share of U.S. consumers using ad-free streaming services significantly dropped to 58 percent, compared to 84 percent recorded in 2023, suggesting a change in viewing behavior. Meanwhile, the share of consumers using ad-supported services increased from 95 percent in June 2021 to 98 percent in June 2024.

During a 2023 survey carried out among media strategists, planners and buyers from North America who worked on programmatic campaigns, it was found that behavioral and interest/intent data were third-party data types used most in digital advertising campaigns, both named by 89 percent of respondents. Demo and lifestyle data followed, mentioned by 78 and 72 percent, respectively.

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.

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.

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.

According to market estimates, total media advertising spending the United States in 2020 would amount to 225.8 billion U.S. dollars. By 2024, the figure is expected to grow to 322 billion dollars.. Advertising spending in the U.S. – additional information

Advertising can utilize almost any form of media to meet its needs, including print, television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in particular, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S. Television is the main medium for advertisers in the U.S., as it has accounted for about 40 percent of all advertising spending in the country since 2010. However, with the rise of digital platforms, not all mediums are as heavily invested in as others. Particularly traditional mediums such as radio, magazines and newspapers all suffered a decrease in ad spending, with newspapers suffering the most. Newspaper ad spent is forecast to decline from nearly 15 percent in 2010 to about 5.5 percent in 2020. Despite being a leader in the advertising industry as of 2015, television’s share of advertising spending is also projected to decrease in the coming years. Digital is forecast to become the main media for advertisers in the U.S., accounting for 37 percent of all advertising spending in the country in 2017. In terms of revenue, digital advertising in the U.S. is forecast to generate more than 210 billion U.S. dollars by 2022, with search advertising accounting for the largest portion of this amount. Banner ads and social media advertising also belong to digital formats important for advertisers in the U.S. Within the digital market, mobile advertising is also a heavily invested in sub-sector of the advertising industry. In 2020, this spending on mobile ads in the country reached 98.3 billion U.S. dollars. Search advertising and display advertising account for the majority of mobile advertising spending.

During a 2022 survey, almost 70 percent of responding small and medium-sized businesses (SMBs) from the United States said that they planned to increase their usage of digital advertising in the next two years. In the meantime, approximately 27 percent of responding SMBs stated that they planned to keep the level about the same in the respective period.

A 2024 survey found that U.S. consumers using ad-free video services are more likely to keep their subscriptions within a year than ad-supported consumers, with 85 percent of respondents indicating they will definitely or probably continue using SVOD services. In comparison, 74 percent of users of ad-supported services expressed similar interest in keeping their platforms.

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.

In 2023, around 2.1 trillion South Korean won were spent on internet advertising seen on computers. This represents a slight increase from the previous year. Spending was forecast to increase over the next two years. Spending on online advertisements has simultaneously been growing, and has shown no signs of slowing down. In 2023, most of this spending was for mobile ads. YouTube’s advertising dominance YouTube dominates the online advertising space in South Korea, with a potential advertising reach of around 44 million people as of January 2024, far surpassing other social media platforms. This was followed by Instagram, showing a trend favoring video and image-based social media platforms over more traditionally text-based ones. While the preference for YouTube and Instagram is reflected in spending on online video ads, such types of ads came second in terms of overall spending on different online ad formats. The rise of influencer advertising A 2023 survey found that over 45 percent of respondents had purchased influencer-endorsed products, with YouTubers being the most common type of influencer people bought products from. This further aligns with the platform’s overall success as a social media marketing medium. While spending on influencer advertising was low overall in South Korea, the fact that entertainment value was the main driver for clicking on social media ads in 2023 is a useful foundation for the potential expansion of the influencer sector.

In 2019, roughly 25.8 percent of internet users were blocking advertising on their connected devices. This figure is expected to keep growing (albeit slowly) which loosely translated means that a quarter of paid advertising messages will never reach their audiences.

Why does adblocking exist?
Internet advertising spending is constantly increasing, leading to an increasing a growing number of internet ads. This has led to overwhelmed internet users turning to adblockers in an effort to browse webpages without display ads slowing them down. The most commonly cited reason for adblocking is that websites are more manageable without banners, but consumers also want to avoid irrelevant or offensive messages as well as prevent tracking of their online behavior. What is more, there is a high correlation between negative attitudes to advertising and using adblockers in general. However, many consumers express willingness to disable adblockers in return for the ability to view relevant content. Which creates a window of opportunity for marketers, who can conquer ad blocking by offering personalized advertising and increasing the chances it will reach their target audiences.

During an early 2023 survey among members of Generation Z – aged between 18 and 24 years at the time of data collection – in the United States, over one-third (36 percent) of respondents said funny TV commercials resonated the most with them. Informative ads and commercials featuring good music followed, mentioned by 21 and 18 percent of the interviewees, respectively.

In 2023, Walmart generated advertising revenues of 3.19 billion U.S. dollars in the United States. Amazon's U.S. ad revenue stood at 34.96 billion dollars. To compare, Amazon generated roughly 47 billion dollars with ad sales worldwide in 2023.