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.

During a survey published in October 2024, ** percent of responding global brands stated they were planning to significantly increase their retail media budgets in 2025. Another ** percent said they were planning to slightly increase them.

Spending on online advertising has surged, and it has become the preferred advertising medium over traditional channels like TV and print. This has been driven by a significant shift in consumer behaviour towards the internet, social media and online shopping, which consumers became more accustomed to during the pandemic. Advertising agencies are navigating increasing privacy concerns and stricter regulations, highlighted by the $60.0 million fine against Google for misleading data practices. Profitability has expanded as companies adopt artificial intelligence, with more than one-quarter of Google's code now being AI-generated and major companies like Facebook reducing labour costs through significant workforce cuts. Industrywide revenue has been climbing at an annualised 8.2% over the past five years and is expected to total $17.1 billion in 2024-25, when revenue will climb by 5.7%. The Online Advertising industry exhibits high market share concentration because of the substantial barriers to entry and the dominance of major players Google and Facebook. Google leads the search engine market, controlling around 95%, largely because it is the default search engine on popular browsers like Chrome and Safari. Access to large user volumes is crucial for online advertisers, as it encourages companies to increase spending on online ads. Extensive user data is also essential for training algorithms to deliver targeted advertising, enabling firms like Google, REA Group and Facebook Australia to charge higher premiums for their services. This data advantage, international firms' larger budgets and fewer regulatory constraints make it challenging for domestic companies to compete. The Online Advertising industry is on track to continue expanding, although at slower rates. Privacy concerns and stricter data usage regulations are set to limit advertisers' access to consumer data, especially with major web browsers' phasing out of third-party cookies. This will compel advertisers to innovate and emphasise first-party data by creating engaging, interactive experiences to encourage users to share information willingly. Adopting artificial intelligence technologies will enable advertisers to optimise ad placements, better understand user behaviour and reduce labour dependence. Industry revenue is forecast to expand at an annualised 6.8% through 2029-30 to total $23.8 billion.

Introduction

Digital Marketing Statistics: The digital marketing landscape continues to transform, driven by advancements in technology and shifts in consumer behaviors. As businesses increasingly turn to online platforms, digital marketing has become an essential tool for reaching target audiences.

The widespread adoption of mobile devices, social media, and emerging technologies, including artificial intelligence and big data analytics, drives the growth in digital advertising. As a result, marketers are focusing on personalized content, automation, and data-informed strategies to boost customer engagement and drive conversions.

This evolving environment underscores the growing significance of digital marketing, which is playing a pivotal role in shaping business strategies and transforming the dynamics of consumer-brand interactions across various sectors.

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.

In 2023, the online advertising market in Poland was worth **** billion zloty. By 2028, the sector's revenue will grow to ********** zloty, with a CAGR of **** percent between 2023 and 2028.

Mobile has become the main way to access online content. Mobile devices now account for 55% of the global market share of online access with desktops coming in second place at 43%.

It’s early morning, and a coffee shop owner in Austin, Texas, glances at her smartphone, reviewing campaign metrics from a social ad she posted the night before. By lunchtime, a lead has converted, and she’s sold out of the featured item. This is digital marketing in 2025, real-time, hyper-personalized, and...

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, display advertising was the fastest-growing digital advertisign format worldwide, with an estimated annual growth rate of nearly ** percent. Overall digital ad spend trends The digital advertising market is set to keep growing steadily in the coming years. By 2025, global digital ad spending is projected to reach *** billion U.S. dollars, marking a **** percent increase from the previous year. This growth trend is expected to continue, with spending forecast to surpass *** billion U.S. dollars by 2027. By the same year, digital platforms are anticipated to account for more than ** percent of total global ad spend, further solidifying the internet’s role as the leading channel in advertising. Format-specific projections Among digital ad formats, display advertising will remain the largest segment. In 2024, worldwide spending on display ads was expected to total ***** billion U.S. dollars, rising to ***** billion U.S. dollars by 2027. Search advertising will continue as the second-largest format, with spending projected to grow from *** billion U.S. dollars in 2024 to nearly *** billion U.S. dollars by 2027, reflecting an average annual growth rate of *** percent. In contrast, digital classifieds - the smallest segment - are forecast to see a slight decline, edging down from **** billion U.S. dollars in 2024 to **** billion U.S. dollars by 2027.

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.

The source forecast that digital advertising spending worldwide will reach *** billion U.S. dollars in 2025, up **** percent from *** billion dollars a year earlier. The figure was predicted to continue rising, exceeding *** billion by 2027. The same study projected that the internet's share in global ad spend will exceed ** percent in 2027.

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 2024, the United Kingdom was the largest digital advertising market in Western Europe with a spending of almost **** billion euros. Greece was the smallest market, with an expenditure of *** million euros. The ** countries presented in the data set had a spending of over *** billion euros altogether.

In 2024, roughly 40 percent of online ad revenue in the United States was generated through search advertising. Slightly less than one in three dollars came from digital static display ads that year. Digital advertising in the United States In 2024, online advertising in the United States generated a total revenue of about 260 billion U.S. dollars. U.S. internet ad revenue has been increasing steadily since 2009 and in the last measured year by about 15 percent compared to 2023. Search was the most invested-in digital ad format, commanding 40 percent of the market, followed by display with 30 percent, and video with 24 percent. Audio was the digital ad format with the smallest market share and the slowest growth in 2024. Mobile's king Roughly two in three dollars generated by digital advertising in 2024 came from mobile ads. The share generated by mobile has been increasing annually for the last decade, as has the share of digital in total advertising spending. Among formats of mobile ads, search is also the leader, followed by video and banner ads.

In 2022, digital advertising accounted for ** percent of total ad revenue worldwide. The share is expected to grow to ** percent in 2028, reaching ** percent in 2024.

In 2024, Meta Platforms earned over 160 billion U.S. dollars in digital revenue through online advertising. In the same year, search market leader Google generated almost 265 billion dollars through digital advertising channels.

E-commerce and short videos continue to be the backbone of China's digital advertising market. In 2024, retail media ads contributed over ** percent of the country's online advertising revenue. That year, online ad spending in China was estimated to increase by *** percent.

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.

In 2024, roughly *** million euros was spent on digital advertising in Finland. This was an increase of three percent from 2023. Over the past decade, online advertising grew significantly and more than doubled between 2013 and 2021. This type of advertising includes various online advertising methods such as display, instream and outstream video, mobile, native advertising, social media, and search engine marketing.