In 2022, global internet advertising revenue stood at 484 billion U.S. dollars. The source projected the revenue would increase to 663 billion by 2027.

Internet advertising in the U.S. – additional information

Internet 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 215.9 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 168 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 4.9 billion U.S. dollars. By the fourth quarter of 2013, this figure had risen to 12.11 billion U.S. dollars, growing further to 17.38 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 34 percent. Banner and mobile advertising rounded off the top three.

Online advertising revenue in the United States grew by 7.3 percent in 2023 compared to 2022, from 210 billion to 225 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 41.4 percent of the country's digital advertising revenue. Display follows, accounting for 30 percent of ad revenue, while 21 percent is attributed to digital video ads. The largest revenue share came from the performance-based pricing model, where buyers pay for quantifiable user reactions to online advertising. Cost per click, sales and leads are a few examples of such reactions. Close to 63 percent of online ad revenue is generated via this type of pricing model, while 35 percent were priced based on cost-per-mille.

Consumer attitudes to online ads  In a 2022 survey it was found that 41 percent of U.S. were often annoyed by ads on the internet. Unsurprisingly, younger generations in the United States were more influenced by social media advertising when it came to making purchasing decisions.

In 2023, the forecast for Facebook digital advertising revenues saw the Meta company generating 119 billion U.S. dollars by the end of the fiscal year. TikTok was projected to see its online advertising revenues hit 18 billion U.S. dollars. By comparison, LinkedIn advertising revenues were forecasted to reach approximately a third of that amount for 2023.

In 2023, Google accounted for an estimated 26.8 percent of the total digital advertising revenue generated in the United States and was the largest digital ad publisher in the country. Facebook and Amazon followed, with 21.1 and 12.5 percent, respectively.

In 2023, Meta Platforms earned over 131 billion U.S. dollars in digital revenue through online advertising. In 2022, search market leader Google generated 224.47 billion U.S. dollars through digital advertising channels.

In 2023, roughly 40 percent of online ad revenue in the United States was generated through search advertising. Slightly less a third of the revenue came from digital static display ads that year.

Digital advertising in the United States

In 2023, online advertising in the United States generated a total revenue of about 2225 billion U.S. dollars. U.S. internet ad revenue has been increasing steadily since 2009 and in the last measured year by about seven percent compared to 2022. Search was the most invested-in digital ad format, commanding 40 percent of the market, followed by display with 30 percent, and video with 23 percent. Audio was the fastest growing digital ad format, at 21 percent year-on-year, however with a market share of three percent.

Mobile's king Out of 210 billion dollars revenue generated by digital advertising in 2022, roughly three quarters came from mobile ads. The exactly split between mobile and desktop revenues was 154 billion to 56 billion in 2022. The share generated by mobile has been increasing year on year for the last decade, as has the share of digital in total advertising spending.

After years of constant growth, online advertising revenue in the United States reached 64.5 billion U.S. dollars during the last quarter of 2023. This figure represents quarter-on-quarter growth of 12.3 percent and can be linked to the upward trend in advertising efforts during the holiday season.

Digital advertising in the United States is reaching new heights

In 2023, online advertising revenue in the United States amounted to 225 billion U.S. dollars. This record figure marked a year-over-year increase of 7.3 percent. As the leading digital advertising market in the world, the United States has also seen a steady rise in digital ad expenditure over the last few years, which is not surprising, as many of the companies behind the world’s largest digital ad platforms are headquartered there.

Which formats are driving online ad revenue growth?

Among the various types of digital advertising, search and banner campaigns account for the highest share of online ad revenue in the United States. While these two formats have been the most profitable avenues for digital marketers in the past, new channels and formats are attracting the attention of advertisers and reshaping the distribution of digital advertising budgets. As such, U.S. ad spend on social media, digital video, and mobile channels is forecast to increase at a fast pace in the following years.

China's online advertising market recorded a total revenue of 651 billion yuan in 2024, representing a 13.6 percent year-on-year growth. E-commerce, video, and search advertising were the industry drivers.

This statistic displays Baidu's revenue from online marketing services from 2013 to 2023. In 2023, Baidu, a Chinese multinational internet company, recorded an online marketing services revenue of approximately 81.2 billion yuan. The total revenue of Baidu was around 135 billion yuan that year.

In 2021, online advertising spending in Germany stood at roughly 12 billion euros. Between 2022 and 2027, the spending is expected to increased at a compound annual growth rate (CAGR) of 4.52 percent and exceed 15 billion euros at the end of this period.

In 2023, Google's share of digital advertising revenues worldwide was projected to amount to 39 percent. Facebook followed with a projected digital ad revenue share of 18 percent, while Amazon came in third with an expected seven percent. The player from Asia with the highest share is TikTok, with three percent, followed by Baidu, JD.com, as well as Tencent, all three with two percent.

In 2023, Google's ad revenue amounted to 264.59 billion U.S. dollars. The company generates advertising revenue through its Google Ads platform, which enables advertisers to display ads, product listings and service offerings across Google’s extensive ad network (properties, partner sites, and apps) to web users. Google advertising Advertising accounts for the majority of Google’s revenue, which amounted to a total of 305.63 billion U.S. dollars in 2023. The majority of Google's advertising revenue comes from search advertising. Google market share These revenue figures come as no surprise, as Google accounts for the majority of the online and mobile search market worldwide. As of September 2023, Google was responsible for more than 84 percent of global desktop search traffic. The company holds a market share of more than 80 percent in a wide range of digital markets, having little to no domestic competition in many of them. China, Russia, and to a certain extent, Japan, are some of the few notable exceptions, where local products are more preferred.

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.

As of 2023, the ad revenue generated by digital media across India was valued at around 576 billion Indian rupees. That same year, India’s total advertising revenue was over one trillion Indian rupees and the country was ranked among the largest advertising markets across the world in terms of ad spending. The future is digital The highest share of ad revenue was generated by the Indian television ad market, valued at over 250 billion rupees in fiscal year 2018, followed by the print market. However, the projections for each of these segments show a clear pattern where the digital ad market will rapidly overtake print as well as television revenues by fiscal year 2024. According to these projections, the digital ad revenue in the country will be worth almost 540 billion rupees by fiscal year 2024, while the television and print ad revenues were projected to reach about 455 billion rupees and 276 billion rupees respectively. These numbers clearly show that India is heading towards a digital advertising future. Big bucks for digital advertising The reasons for this surge in India’s digital advertising are clear. Rising penetration of affordable and speedy internet, along with an increase in vernacular content consumption make up the tip of the iceberg. Along with this, big-moneyed industries such as banking, financial services, and insurance are increasingly experimenting with non-traditional media platforms such as YouTube and Instagram stories to connect with users.

In 2025, media owners' global advertising revenue will amount to an estimated 1.1 trillion U.S. dollars, up from approximately 1.04 trillion dollars a year earlier – an annual growth of 7.7 percent. The figure was projected to continue to expand, reaching nearly 1.4 trillion dollars by 2029. The world's largest ad markets According to another source, the United States and Canada collectively account for most of the global ad spend, followed by the Asia-Pacific (APAC) region. Europe, Latin America, the Middle East, and Africa leg far behind: In 2024, these four regions' ad expenditures combined barely surpassed three-quarters of APAC's. On a country level, the U.S., China, and the United Kingdom were the world's leading markets by estimated ad spend in 2024. Japan, Germany, and Canada rounded up the top six. The relevance of online advertising Most of the global ad revenues have come from the internet, which continues to boost the industry's total gains year after year. It was projected that, in 2024, digital's share in the world's ad spend would surpass two-thirds in almost all regions, except for Latin America. The performance of emerging online ad economies will likely push this concentration. A source estimated that Peru, Argentina, Chile, India, and Colombia ranked among the fastest-growing digital ad markets in 2023, with estimated increase rates of at least 16 percent.

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.

In 2023, the revenue of digital advertising agencies in the United States was estimated at 44.75 billion U.S. dollars. Revenues have nearly doubled since 2019, highlighting the industry's rapid push toward digitalization.

Digital advertising in the United States

Digital advertising agencies are in great demand as the advertising industry in the United States is undergoing a rapid digital transformation. Companies that want to reach their target audience and unlock new potential customers need to adapt their approaches to the changes in consumer behavior. Seeing that more people are browsing, shopping, and looking for entertainment online, it only figures that businesses invest more heavily into the services of digital advertising agencies than ever. In 2021, U.S. advertising agencies generated more than 60 percent of their revenues via digital work, and data also shows that digital's share in agency revenues has more than doubled in the last decade.

Which ad agencies are riding the digital wave?

In 2021, Accenture Interactive and Deloitte Digital were the leading digital advertising agency networks in the United States, with annual revenues of 5.9 and 4.5 billion U.S. dollars, respectively. A year earlier, Accenture Interactive also reported the highest worldwide revenue of any digital agency network at around 10.6 billion U.S. dollars. Interestingly, the five largest digital ad companies worldwide are all based in New York, with their combined revenues surpassing 31 billion U.S. dollars in 2020.

In 2020, internet advertising revenue in Kenya stood at 3.4 trillion Kenyan shillings. The source projected that it would grow at a compound annual growth rate (CAGR) of 7.7 percent until 2025, to reach 4.93 trillion shillings.

Over the last two observations, the ad spending is forecast to significantly increase in all segments. As part of the positive trend, the indicator achieves the maximum value across all four different segments by the end of the comparison period. Notably, the segment Search Advertising stands out with the highest value of 188.56 billion U.S. dollars. Find other insights concerning similar markets and segments, such as a comparison of ad spending in the United States and a comparison of average revenue per user (ARPU) in the United States. The Statista Market Insights cover a broad range of additional markets.

From the selected regions, the ranking by digital ad spending in the 'Digital Advertising' segment of the advertising market is led by the United States with 316.9 billion U.S. dollars and is followed by China (200.39 billion U.S. dollars). In contrast, the ranking is trailed by Norway with 2.67 billion U.S. dollars, recording a difference of 314.23 billion U.S. dollars to the United States. Find other insights concerning similar markets and segments, such as a ranking by country regarding average revenue per user (ARPU) in the digital advertising market and a ranking by country regarding ad spending in the digital advertising market. The Statista Market Insights cover a broad range of additional markets.