During a 2020 survey carried out among digital marketing leaders from all across the globe, it was found that delivering personalized experiences was the issue which increased most - by eight percentage points - in perceived difficulty among the presented challenges, compared to results of the 2019 survey.

In 2022, retail industry was responsible for 26.8 percent of digital advertising spending in the United States. The share is expected to increase to 28.3 percent by 2025.

In 2024, digital advertising in France was estimated at **** billion euros and the source projected, the expenditure would increase approximately *****percent to reach **** billion in 2025. A thriving industry with new ideas… As we spend more and more time online, companies adapt their strategy to reach new customers through new channels. Online marketing is varied and includes social media marketing, display advertising, email marketing and mobile advertising. The number of French internet users amounted to ** million people in 2024 and that number is projected to reach ** million individuals by 2029. Digital advertising expenditure doubled between 2019 and 2024. … and new challenges However, if digital advertising manages to attract advertising agencies and in-house marketers thanks to its low price and highly focused and targeted approach, customers are much less convinced. Some practices have indeed been criticized by internet users in recent years. Many of them stated that they were annoyed by it. A quarter of internet users went as far as installing ad blockers in an attempt to circumvent the necessity to view online ads at all.

During a 2024 survey among marketers worldwide, approximately 83 percent selected increased exposure as a benefit of social media marketing. Increased traffic followed, mentioned by 73 percent of the respondents, while 65 percent cited generated leads. The multibillion-dollar social media ad industry Between 2019 – the last year before the pandemic – and 2024, global social media advertising spending skyrocketed by 140 percent, surpassing an estimated 230 billion U.S. dollars in the latter year. That figure was forecast to increase by nearly 50 percent by the end of the decade, exceeding 345 billion dollars in 2029. As of 2024, the social media networks with the most monthly active users were Facebook, with over three billion, and YouTube, with more than 2.5 billion. Pros and cons of GenAI for social media marketing According to another 2024 survey, generative artificial intelligence's (GenAI) leading benefits for social media marketing according to professionals worldwide included increased efficiency and easier idea generation. The third place was a tie between increased content production and enhanced creativity. All those advantages were cited by between 33 and 38 percent of the interviewees. As for GenAI's top challenges for global social media marketing, maintaining authenticity and the value of human creativity ranked first, mentioned by 43 and 40 percent of the respondents, respectively. Another 35 percent deemed ensuring the content resonates as an obstacle.

In 2024, social media advertising spending in the United States amounted to 83 billion U.S. dollars, out of nearly 361 billion total online media advertising spending forecast for that year.

In 2021, 91.9 percent of U.S. marketers in companies largest than 100 employees were expected to use social media for marketing purposes. In 2013, the share stood at 86.2 percent. Social media marketing – additional informationEveryone knows that social media started as an entertainment tool and evolved to a powerful marketing tool. While it serves its primary purpose of connecting people, at the same time it plays a major role in connecting marketers with current and potential customers. Marketing professionals agreed that social media was very important to their business. In fact, 63 percent agreed with it strongly. These convictions are reflected in growing expenditures towards this medium. In the United States alone, social media marketing spending is expected to exceed 17 billion U.S. dollars in 2019 – almost ten billion increase, compared to 2014.When asked about the leading challenges of social media marketing, 67 percent of surveyed marketers stated that assessing its effectiveness was their main concern, followed by strategy design and analyzing obtained data. In order to evaluate the effectiveness, U.S. social media specialists employed a number of measurements. Counting the number of hits, visits or page views was the leading social media metric used in 2014. In addition, 45 percent of respondents believed that the number of friends or followers on social platforms was a significant indicator of marketing success.Specific platform usage among social media professionals varies depending on the type of commerce transaction. Twitter seems to be a shared platform, ranked second in usage for both business-to-business and business-to-consumer industries. The difference is visible when considering the primary spot. Among B2C marketers, 94 percent used Facebook, while among B2B marketers, 94 percent indicated using LinkedIn.

In 2019, 49 percent of retailers expected to spend more on smartphone marketing compared to 2018. Out of home or in-store digital marketing was another area that retailers expected to spend more on than in the previous year.

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.

Significant fluctuations are estimated for all segments over the forecast period for the ad spending. Only in the segment Video Advertising Mobile, a significant increase can be observed over the forecast period. In this segment, the indicator exhibits a difference of ***** billion U.S. dollars between 2019 and 2028. Find further statistics on other topics such as a comparison of the ad spending in Russia and a comparison of the ad spending in the United Kingdom.The Statista Market Insights cover a broad range of additional markets.

During a survey fielded in 2019 among senior marketers from Argentina, Brazil, Chile, Colombia, Mexico and Peru, one percent of respondents assessed the maturity of their companies' digital marketing as "multimoment", which was defined by the source as the presence of "dynamic customer journeys towards business outcomes." On country level, four percent of respondents from Argentina described their digital marketing maturity so.

According to a survey conducted in 2019 among digital marketing specialists at large enterprises in Japan, over 75 percent were reporting the positive contribution of digital marketing measures to business operations. The survey revealed that online advertising and website optimization were among the most popular measures implemented at large businesses.

Ukrainian digital advertising expenditure reached approximately 13.7 billion Ukrainian hryvnia in 2023, having increased by 91 percent compared to the previous year. In 2022, the indicator saw a drop as a result of the Russian invasion of Ukraine. In 2024, the spending on digital ads was expected to increase.

According to a survey conducted in 2019 among digital marketing specialists at large enterprises in Japan, around 76 percent of businesses implemented online advertising as a digital marketing measure. Online ads were followed by website optimization methods such as search engine optimization (SEO) or search engine marketing (SEM).

The reach by social network in the 'Total' segment of the digital advertising market in Indonesia was forecast to continuously increase between 2023 and 2028 by in total 39.7 million users (+17.35 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 268.48 million users and therefore a new peak in 2028. Notably, the reach by social network of the 'Total' segment of the digital advertising market was continuously increasing over the past years.Find further information concerning Malaysia and Thailand. The Statista Market Insights cover a broad range of additional markets.

In a global survey of travel marketers conducted in October 2019 it was found that 28 percent of their digital advertising expenditures was devoted to social media that year. The second largest share of travel marketing budgets was spent on paid search advertising.

During a survey conducted among global marketers in mid-2019, 91 percent of respondents said they were in fact already using content marketing as part of their promotional efforts. What is more, 77 percent also said they had a content marketing strategy in place in their organization.

The reach by social network in the 'Total' segment of the digital advertising market in Malaysia was forecast to continuously increase between 2023 and 2028 by in total 2.5 million users (+8.55 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 31.75 million users and therefore a new peak in 2028. Notably, the reach by social network of the 'Total' segment of the digital advertising market was continuously increasing over the past years.Find further information concerning Vietnam and Indonesia. The Statista Market Insights cover a broad range of additional markets.

This statistic shows the share of selected major companies using digital advertising in Finland in 2019, by form of advertising. In that year, advertising tracking and display advertising in main media were widely used forms of online advertising among the surveyed companies. According to the source, retargeting and affiliate marketing activities among the surveyed companies were far less common.

In 2024, social media advertising spending worldwide will amount to an estimated ****** billion U.S. dollars, up from less than ** billion dollars in 2019 – an increase of *** percent in half a decade. The value was forecast to grow by nearly ** percent by the end of the decade, exceeding *** billion dollars by 2029. Social media's relevance for marketing During a 2024 survey, more than four out of five responding global marketers listed increased exposure as a benefit of social media marketing. Traffic expansion and lead generation rounded up the top three, mentioned by ** and ** percent of the interviewees, respectively. Furthermore, Facebook was the most-used social media platform among business-to-consumer (B2C) marketers, while LinkedIn topped the ranking among business-to-business (B2B) marketing professionals. Advertising insights Find further information concerning the average ad spending per internet user in the 'Digital video ads' segment of the advertising market in the United Kingdom and the traditional revenue in the 'Traditional TV Advertising' segment of the advertising market in Poland.The Statista Market Insights cover a broad range of additional markets.

In 2021 Amazon's digital advertising revenue in the United States was projected to increase 55.5 percent compared to the previous year. In 2022, this value was projected 30 percent. Amazon's U.S. digital advertising revenue was expected to amount to 24.47 billion U.S. dollars in 2021.