As of the third quarter of 2023, more than 43 percent of online users in the United States declined cookies on websites sometimes. Furthermore, an earlier survey found that over four in 10 respondents were concerned about how companies might use their online data. About 25.7 percent said they used a virtual private network (VPN) to access the internet at least some of the time.

In 2022, Amazon invested approximately *** million U.S. dollars in desktop internet display advertising. The company ranked as the leading spender within this category that year. Capital One Financial Corporation followed, having spent *** million dollars on internet display ads. Surging programmatic display ad spend in the U.S. Digital display advertising promotes a product or a service through visual-based ads on websites, apps, or social media. In the second half of 2022, mobile app display advertising had a viewability of ** percent in the United States. In the same period, ** percent of desktop display ads were in view in the country. Consequently, as programmatic digital display advertising becomes more popular in the United States, its spending is also rising rapidly. By 2024, the amount of money spent on this type of digital advertising is expected to increase by just over *** billion dollars. Display advertising leads the digital ad market with rapid growth worldwide In 2022, display advertising spending might increase, reaching nearly *** billion dollars worldwide. The format is the leading recipient of digital ad spend. By 2024, expenditures on digital display ads, including online video and social media, are forecast to grow to just over *** billion dollars.

The Latin American expenditure is forecast to account for **** percent of the global internet advertising spending in 2022. Moreover, the internet ad spending in North America is expected to contribute ***** percent in the same year.

The ad spending in the digital advertising market in the United States was forecast to continuously increase between 2023 and 2027 by in total 105.3 billion U.S. dollars (+38.83 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 376.49 billion U.S. dollars and therefore a new peak in 2027. Notably, the ad spending of the digital advertising market was continuously increasing over the past years.Find more information concerning North America and Vietnam.

In 2022, global internet advertising revenue stood at *** billion U.S. dollars. The source projected the revenue would increase to *** billion by 2027. Internet advertising in the U.S. – additional informationInternet or online advertising encompasses a range of formats including email, search engine, social media, display and mobile advertising. Display advertising uses pictures, videos, text and graphics to target consumers and ads are usually matched with potential consumers through the use of cookies.The leading internet display advertisers in the United States in 2014, were ranked regarding their measured advertising spending. The resulting list, which only took into account spending on digital display advertising, saw Comcast ranked first. The American mass media company, founded in Mississippi in 1963, spent ***** million U.S. dollars on online display advertising in 2014. The runner up to Comcast was the Texas based telecommunications company AT&T with a spending of *** million U.S. dollars.The investments made in online advertising have grown substantially in the recent past. The revenue generated by online advertising in the U.S. has been recorded from the first quarter in 2007 to the fourth quarter of 2015. In the first quarter of 2007, online spending revenue amounted to *** billion U.S. dollars. By the fourth quarter of 2013, this figure had risen to ***** billion U.S. dollars, growing further to ***** billion dollars in the fourth quarter of 2015.A breakdown of the online advertising revenue in the U.S. in 2015, by type reveals which forms of internet advertising was most invested in, and perhaps deemed the most useful to a company operating online. It was revealed that search advertising, which increases a website or company’s visibility on search engine result pages, held the largest share of online advertising with ** percent. Banner and mobile advertising rounded off the top three.

Spending on internet advertising in North America amounted to nearly 192 billion U.S. dollars in 2021. According to forecast data, online ad expenditures in the region will suffer less than other media in light of the coronavirus outbreak in 2020, and will rebound by 2024 to reach 269 billion dollars.

In 2023, around *** 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 ** 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 ** 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 2020, internet advertisement spend in the Middle East and North Africa amounted to *** billion U.S. dollars and it is expected to increase to *** billion U.S. dollars by 2024. During this period the total spending on advertisement across all segments in the region was over ***** billion U.S. dollars.

Internet advertising spending has been increasing worldwide for the past two decades, albeit at vastly different speeds. While North America maintains the top digital ad market globally, with spending set to surpass *** billion U.S. dollars in 2022, other regions such as Latin America, the Middle East, and North Africa are trailing behind. The North American digital advertising landscape North America is known as the trailblazer of the global advertising scene, thanks to the strong performance and ongoing industry innovations in the United States. For many years, the U.S. has maintained its top spot as among the world’s largest ad markets, with spending exceeding *** billion U.S. dollars in 2021 alone. Even though the industry saw investments and revenues plummet in the first year of the pandemic, digital advertising activities were not impacted nearly as much as their offline counterparts thanks to the unprecedented boost in digital consumption. What are digital advertisers spending their money on? In 2022, digital advertising spending worldwide is forecast to amount to an estimated *** billion U.S. dollars, up from around *** billion in 2021. Advertisers are digging deeper into their pockets than ever to catch the attention of their digitally savvy customers, but on which channels and technologies are they placing their bets? In 2021, search and social media were among the most invested-in digital ad formats globally, drawing between ***** billion and ***** billion U.S. dollars in digital ad budgets respectively. Meanwhile, mobile ad expenditures are also reaching new heights as millions of online users access and browse the web on their mobile devices every day.

In 2022, search advertising spending is expected to amount to ***** billion U.S. dollars worldwide. This amount is projected to grow to about ***** billion U.S. dollars by the end of 2024. Display advertising, which reached *** billion U.S. dollars, accounted for the largest ad spend share in 2021. Digital ads in selected countries worldwide In 2022, the United States is forecast to spend nearly *** billion U.S. dollars on digital ads, which was more than that of China, the United Kingdom, Japan, and Germany combined. The United Kingdom was the leading European country in terms of digital ad expenditure. In the first half of 2021, the UK spent roughly *** billion GBP on search advertising, specifically. Digital ads in the United States In 2019, retail-related products and services made up about ** percent of all digital ads in the United States, meaning the retail industry accounted for the largest share of the total digital ad spend that year. Other significant industries on the list included automotive, financial services, and computing products & consumer electronics.

In 2024, digital advertising accounted for approximately ** percent total media advertising spending in Latin America. The share was highest in North America, where it stood at **** percent.

In 2024, digital pure players (companies that operate primarily online, such as Google or Amazon) generated an advertising revenue of *** billion U.S. dollars worldwide. In 2025, their ad revenue is forecast to amount to *** billion dollars.

In 2024, PC ads accounted for merely *** percent of China's internet advertising market, reaching the lowest point. PC was the market pillar for online ads back in a decade ago, yet the rising smartphone usage has driven the shift from PC to mobile devices.

The average ad spending per internet user in the 'Social Media Advertising' segment of the digital advertising market in the United States was forecast to continuously increase between 2023 and 2028 by in total 33.4 U.S. dollars (+14.41 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 265.17 U.S. dollars and therefore a new peak in 2028. Notably, the average ad spending per internet user of the 'Social Media Advertising' segment of the digital advertising market was continuously increasing over the past years.Find other key market indicators concerning the revenue and revenue growth. The Statista Market Insights cover a broad range of additional markets.

In the second quarter of 2020, about ** percent of internet users in the United States said they had a negative attitude towards ads in online video clips. About ** percent of respondents said the same about ads on websites.

Negative attitudes by age group

In the second quarter of 2018, the specific age groups of internet users in the United States were also examined. The people that were most annoyed by ads on websites were persons aged 56 and older. Almost sixty percent of this group held a negative viewpoint towards them. Just under forty percent of the youngest group (between the ages of ** and **) had the same negative opinion on website ads. However, online video ads were even less well-received in the United States that quarter, as each of the age groups felt more negatively towards them, compared to how they felt about ads on websites. Roughly sixty percent of the youngest internet users disliked these ads, while just over seventy percent of the oldest users were annoyed by them.

In 2021, the source projected that internet advertising spending worldwide would increase 7.7 percent annually in the period between 2019 and 2025. When 2019 is removed from the projection, the CAGR grows to 7.9 percent.

In 2020, internet advertising spending in Brazil is expected to amount to 5.17 billion U.S. dollars. By 2024, the figure is projected to increase further to 7.9 billion U.S. dollars.

For some Chinese internet giants, online advertising and marketing is their major revenue source. In 2024, the X-like platform Weibo reported that ** percent of its annual revenue came from the online ad business. In comparison, the figure for e-commerce giant Alibaba stood at ** percent while the social media and gaming titan Tencent generated only ** percent of its revenue from online ads.

Online advertising revenue in the United States grew by 15 percent in 2024 compared to 2023, from 225 billion to 259 billion U.S. dollars. The figure first surpassed 100 billion dollars in 2018 and 200 billion in 2022, owing to the emergence of new channels and formats including digital audio (podcasts and streaming) and digital video (streaming and CTV) as well as strong growth from retail media. Online advertising at a glance Search is the dominating internet advertising format in the United States, accounting for 40 percent of the country's digital advertising revenue. Display follows, accounting for 29 percent of ad revenue, while 24 percent is attributed to digital video ads. However, it is spending on two specific types of platforms that is booming. Social media, with Instagram and TikTok, and retail media, with Amazon and Walmart, harvest the fruit of winning users’ attention. Consumer attitudes to online ads Consumers most often come across online ads on social media and in video content (both on streaming services such as Netflix or Amazon Prime and on video portals, such as YouTube). However, they believe that they were most receptive to ads while shopping online and consuming news content. What internet users did not appreciate at all, were ads based on their browsing history and on their social media behavior, which they considered the most invasive.

In 2020, when markets were experiencing repercussion of the COVID-19 pandemic, internet advertising spending in the United States increased by over ** percent, to reach *** billion U.S. In the presented period, the expenditure is expected to grow at the compound annual growth rate (CAGR) of *** percent and reach the *** billion threshold in 2025.

Online content marketing In 2020, content marketing was believed to be the single most effective digital marketing technique. Approximately ** percent of marketers worldwide considered this to be the activity that tends to make the largest commercial impact. Other effective techniques on the list included AI and machine learning, social media marketing, and search engine optimization (or SEO).
Influence of ad placement Where ads are placed online can have an impact on how consumers perceive a brand. In the second quarter of 2020, ** percent of surveyed internet users believed that displaying ads around relevant online content would not influence their perception of the brand. However, about ** percent of users stated that it would have a positive effect. Only **** percent of respondents reported it would have a negative impact.