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.

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, 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.

This dataset provides a comprehensive view of the online advertising performance for "Company X" over a three-month period in 2020. Here's an overview of its components and potential analyses you can perform:

Dataset Components: Day: Date of the advertising campaign. Campaign: Specific group targeting variable set by Company X. User Engagement: Level of user interaction with the ads. Banner: Ad size served by "Advert Firm A". Placement: Publisher space where ads are served (websites/apps). Displays: Number of ads shown by "Advert Firm A". Cost: Price paid to serve the ads to the publisher. Clicks: Number of times users clicked on the ads. Revenue: Amount

According to Cognitive Market Research, the global Online Advertising market size was USD 236.90 billion in 2024 and will expand at a compound annual growth rate (CAGR) of 15.7% from 2024 to 2031. Market Dynamics of Online Advertising Market

Key Drivers for Online Advertising Market

Increasing internet and smartphone penetration is driving growth in the online advertising market

One of the most significant drivers of growth in the online advertising market is increasing internet penetration and the rising usage of mobile phones, due to growing digital dependency. With over 7 billion people worldwide using mobile phones, smartphones have become an essential part of daily life. This surge in mobile connectivity has transformed consumer behavior with individuals increasingly relying on smartphones for daily activities like shopping, entertainment and financial transactions. The convenience and portability of mobile devices have them a preferred medium for tapping into digital services which has led businesses to adopt mobile-first strategies to engage with consumers. This shift has led to an increase in mobile ad spending. Advertisers are no focusing on campaigns designed for smaller screens and shorter attention spans to reach a wider audience.

Advertisers are responding to this trend with mobile-first strategies, using vertical format videos, personalized in-app ads and location-based targeting to maximize engagement. The combination of high-screen time, constant connectivity, and real time data access makes mobile advertising one of the most effective tools in the global online advertising market.

Social Media Influence is fueling growth for online advertising

Social media platforms have become prominent channels of advertising, allowing business to reach specific target audiences and promote their products and services. Social media platforms such as Facebook, Instagram, Twitter have become major hubs for online advertising.

The rise of in-app advertising across these platforms with the growing popularity of video and interactive ad formats has further fueled the market growth. Such advertising also leverages data to optimize targeting and engagement, leading to more effective campaigns. Paid ads now dominate social feeds.

Key Restraints in the Market

Data privacy concerns to hinder growth in online advertising market

Mobile phones and other internet using devices have become a personal hub for information. With the increasing amount of sensitive data stored on these devices, privacy concerns have emerged as one of the most pressing issues. These concerns significantly hinder online advertising by leading to consumer distrust, ad avoidance and increased regulations that impact the effectiveness and reach of ad campaigns.

Consumers are becoming more aware of how their data is being collected and used under the context of online advertising, making them actively avoid interacting with ads and uninstalling apps they believe violate their privacy. This has also led to widespread adoption of ad-blocking technologies. This trend is largely driven by the growing desire to protect personal data. However, the same has had implications on advertisers. Regulatory development, such as the California Consumer Privacy Act, amid these concerns further add to the challenges faced by the mobile industry market. Strict data privacy laws have been implemented worldwide against the collection and use of consumer data for targeted advertising.

Opportunity

Adoption of AI as an opportunity in the mobile advertising industry

The adoption of artificial intelligence (AI) presents an opportunity for the online advertising segment by enhancing various tasks such as, campaign optimization audience targeting, creative component generation and so much more. AI-powered tools are automating tasks, enabling precise targeting and more personalized user experience, ultimately leading to effective and efficient advertising

For instance, AI powered creatives and copy ideation and generation are a game-changer in the mobile advertising landscape. The integration of AI into ad creation helps streamline the process along with enabling advertisers to conduct thorough testing. Introduction of the Online Advertising Market

Online advertising, otherwise known as digital marketing is a form of marketing that uses internet or online channels to promote products and services. It involves the creation ...

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.

TikTok's sister Douyin remained the favorite online marketing platform among advertisers in China. In a 2024 survey, over a ******* of the online marketing budget among surveyed companies was allocated to the short video platform in 2024 and 2025. The lifestyle community site Xiaohongshu was the second choice for many advertisers, with the largest increase in budget share.

Digital Marketing Analytics

This dataset provides an in-depth look at customer interactions and campaign performance within the digital marketing realm. It includes key metrics and demographic information that are crucial for analyzing marketing effectiveness and customer engagement. The dataset comprises the following columns:

Customer Id:

Unique identifier for each customer, facilitating individual tracking and analysis.

Age:

Customer's age, offering insights into demographic segmentation and targeting strategies.

Gender:

Customer's gender, useful for understanding gender-based preferences and behavior.

Income:

Customer's income level, providing context on purchasing power and conversion potential.

Campaign Channel:

The medium through which the marketing campaign was delivered (e.g., email, social media).

Campaign Type:

The nature of the marketing campaign (e.g., promotional offer, product launch), helping to assess campaign effectiveness.

Ad Spend:

Amount spent on advertisements, crucial for evaluating cost-efficiency and ROI.

Click Through Rate (CTR):

Ratio of clicks to impressions, indicating ad engagement and effectiveness.

Conversion Rate:

Percentage of users who complete a desired action after interacting with an ad, reflecting the success of the campaign in driving actual sales or goals.

Website Visit:

Number of visits to the website by the customer, measuring engagement and interest.

This dataset is ideal for exploring customer behavior, optimizing marketing strategies, and evaluating the success of various campaigns. Perfect for data scientists and marketers looking to derive actionable insights from digital marketing data.

In 2023, Baidu, a Chinese multinational internet company, recorded an online marketing services revenue of approximately ***** billion yuan. The total revenue of Baidu was more than133 billion yuan that year.

The global digital marketing services market is experiencing robust growth, driven by the increasing adoption of digital technologies by businesses of all sizes and the expanding use of social media and mobile devices. The market's value is substantial, with a projected market size exceeding $500 billion by 2033, reflecting a Compound Annual Growth Rate (CAGR) of approximately 15% from 2025 to 2033. This significant expansion is fueled by several key factors. Firstly, the increasing reliance on data-driven decision-making in marketing strategies is pushing companies to invest heavily in digital marketing services to optimize their campaigns and enhance their return on investment (ROI). Secondly, the rise of e-commerce and the growing importance of online customer acquisition are significantly bolstering demand for these services. Furthermore, the evolution of innovative digital marketing channels, such as influencer marketing, video marketing, and programmatic advertising, are continuously expanding the market's scope and potential. Segmentation-wise, the online service segment currently dominates the market, with a larger share compared to offline services, driven by the accessibility and scalability provided by digital platforms. The enterprise segment is also showing substantial growth, exceeding individual users in market value, indicating a strong inclination toward professional digital marketing solutions within organizations. Geographic expansion is also a significant driver, with North America and Europe currently holding the largest market shares, yet Asia-Pacific shows the most significant growth potential, propelled by increasing internet penetration and economic expansion in regions like India and China. However, certain restraints exist within the industry. The fragmented nature of the market presents challenges to market consolidation and can lead to intense price competition. Furthermore, the rapid evolution of digital marketing trends and technologies demands continuous adaptation and investment from service providers, creating an obstacle for smaller players. Despite these challenges, the long-term outlook for the digital marketing services market remains exceptionally positive, with significant growth opportunities available for companies that can effectively leverage technological advancements and meet the evolving needs of businesses in the digital landscape. Companies like Revenue River, Disruptive Advertising, and others listed, along with new entrants, are actively competing for market share in this dynamic and rapidly changing environment.

Business Context: The client is one of the leading online market place in India and would like partner with Analytixlabs. Client wants help in measuring, managing and analysing performance of business. Analytixlabs has hired you as an analyst for this project where client asked you to provide data driven insights about business and understand customer, seller behaviors, product behavior and channel behavior etc... While working on this project, you are expected to clean the data (if required) before analyze it. Available Data: Data has been provided for the period of Sep 2016 to Oct 2018 and the below is the data model. Tables: Customers: Customers information Sellers: Sellers information Products: Product information Orders: Orders info like ordered, product id, status, order dates etc.. Order_Items: Order level information Order_Payments: Order payment information Order_Review_Ratings: Customer ratings at order level Geo-Location: Location details Data Model: https://www.googleapis.com/download/storage/v1/b/kaggle-user-content/o/inbox%2F13449746%2Fdd2a9639372124fb12bfd630fd43e473%2FScreenshot%202024-01-29%20210318.png?generation=1706542441423684&alt=media" alt="">

Business Objective: The below are few Sample business questions to be addressed as part of this analysis. However this is not exhaustive list and you can add as many as analysis and provide insights on the same. 1. Perform Detailed exploratory analysis a. Define & calculate high level metrics like (Total Revenue, Total quantity, Total products, Total categories, Total sellers, Total locations, Total channels, Total payment methods etc…) b. Understanding how many new customers acquired every month c. Understand the retention of customers on month on month basis d. How the revenues from existing/new customers on month on month basis e. Understand the trends/seasonality of sales, quantity by category, location, month, week, day, time, channel, payment method etc… f. Popular Products by month, seller, state, category. g. Popular categories by state, month h. List top 10 most expensive products sorted by price 2. Performing Customers/sellers Segmentation a. Divide the customers into groups based on the revenue generated b. Divide the sellers into groups based on the revenue generated 3. Cross-Selling (Which products are selling together) Hint: We need to find which of the top 10 combinations of products are selling together in each transaction. (combination of 2 or 3 buying together) 4. Payment Behaviour a. How customers are paying? b. Which payment channels are used by most customers? 5. Customer satisfaction towards category & product a. Which categories (top 10) are maximum rated & minimum rated? b. Which products (top10) are maximum rated & minimum rated? c. Average rating by location, seller, product, category, month etc. Etc..

According to Cognitive Market Research, the global Digital Ad Spending market size was USD 621451.6 million in 2024. It will expand at a compound annual growth rate (CAGR) of 9.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 248580.6 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 186435.48 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 142933.87 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 31072.58 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 12429.03 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.7% from 2024 to 2031.
The Display Ads category is the fastest growing segment of the Digital Ad Spending industry

Market Dynamics of Digital Ad Spending Market

Key Drivers of Digital Ad Spending Market

Increasing Consumer Attention on Digital Channels to Boost Market Growth

As individuals allocate more time to social media, search engines, e-commerce, and streaming services, advertisers are moving away from conventional channels such as television and print media. With 4.76 billion social media users globally, digital platforms have become essential for brand visibility, driving consistent growth in advertising expenditure despite a slowdown in user growth rates.

Growing Penetration of the Smartphones to Drive Market Growth

The adoption of smartphones has escalated, with 5.68 billion users worldwide and over 7 billion smartphones currently in operation. This mobile-centric environment promotes in-app, video, and social media advertising. The expansion of internet access in developing markets further broadens advertiser reach, positioning smartphones as a significant contributor to digital advertising expenditure.

Restraint Factor for Digital Ad Spending Market

Ad Fraud and Brand Safety Concerns Will Limit Market Growth

Ad fraud encompassing fake clicks, impressions, and installations—diminishes return on investment for advertisers, while concerns regarding brand safety hinder spending. Worries about advertisements appearing alongside offensive, harmful, or misleading news content compel brands to restrict budgets on platforms that cannot assure secure and reliable ad placements.

Growing Adoption of Ad-Blocking Software

The rising prevalence of ad-blocking software presents an increasing challenge, particularly among younger, tech-savvy demographics. As more users intentionally evade digital advertisements, advertisers encounter diminished reach and engagement. This constrains the effectiveness of campaigns and compels brands to allocate more resources towards native, non-intrusive advertising formats to sustain visibility.

Key Trends of Digital Ad Spending Market

Surge in Video Advertising Across Social and Streaming Platforms

Video content has risen to prominence as a leading format, achieving higher engagement rates compared to static advertisements on platforms such as YouTube, TikTok, and Instagram Reels. Advertisers are progressively directing their budgets towards video formats, motivated by consumer preferences for short-form, immersive content. This trend is particularly pronounced among Gen Z and millennial demographics, prompting brands to invest in interactive and narrative-driven video campaigns.

Programmatic Advertising Growth Enhancing Real-Time Targeting

Programmatic advertising is revolutionizing digital ad purchasing through automated bidding, utilization of real-time data, and AI-enhanced targeting capabilities. It enables brands to refine ad delivery, reduce waste, and optimize ROI by connecting with the appropriate audience at the ideal time. The expansion of demand-side platforms (DSPs) and real-time bidding is further propelling this transition towards more intelligent and agile digital advertising strategies.

Impact of Covid-19 on the...

The Sales and Advertising dataset typically contains historical data related to sales performance, advertising spend, and marketing efforts across different channels. It includes features such as advertising budget allocation across platforms (TV, radio, online, print), sales revenue, target audience demographics, campaign start and end dates, and geographic regions. This dataset is valuable for analyzing the impact of advertising strategies on sales, conducting A/B testing, optimizing marketing budgets, and forecasting future sales trends. It is commonly used in machine learning and data analysis for tasks like regression modeling, customer segmentation, and ROI measurement.

North America Digital Marketing Analytic market size was USD 1807.28 million in 2024 and will expand at a compound annual growth rate (CAGR) of 19.1% from 2024 to 2031.

The market for advertising services has changed massively over the past decade, with online and digital advertising services reaching customers across the web, replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the cost-of-living crisis forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2025, advertising services revenue is expected to rise at a compound annual rate of 1.5% to €220 billion. COVID-19 at the beginning of the previous five-year period caused business and consumer confidence to plunge, slashing ad spending as companies looked to save money. Inflationary pressures, economic uncertainty and shaky business confidence eroded growth over 2022 and caused revenue in 2023 and 2024 to dip. In 2025, industry revenue is expected to inch upwards by 0.6%, as demand for digital advertising services is propping up the industry across Europe, despite in-house social media advertising activities eating into the market for advertising services. This growing external competition has also weighed on profitability. Over the five years through 2030, revenue is forecast to climb at a compound annual rate of 4.2% to reach €270.8 billion. Although demand for online advertising services will continue to swell, more companies will deal directly with online providers, curbing revenue. However, increased scrutiny on social media companies may alleviate external competition by banning "behavioural advertising" and selling first-person data to marketers. Mobile advertising will continue to outpace growth in online advertising as consumers increasingly rely on mobile devices to access the internet. The rapid emergence of AI technology has put the industry's future into question as big tech searches for AI operational solutions, threatening traditional advertising agencies. However, as consumers become more distrustful of AI-generated adverts, smaller companies can lean into the human-generated aspect of advertising to grow trust with audiences and clients.

Global Digital Marketing Service market size 2021 was recorded $448.403 Billion whereas by the end of 2025 it will reach $642.3 Billion. According to the author, by 2033 Digital Marketing Service market size will become $1317.88. Digital Marketing Service market will be growing at a CAGR of 9.4% during 2025 to 2033.

Snapshot img

US Digital Advertising Market Size 2025-2029

The US digital advertising market size is forecast to increase by USD 218.3 billion, at a CAGR of 15.2% between 2024 and 2029.

The digital advertising market is experiencing significant growth, driven primarily by the increasing popularity of in-app advertising. Brands are recognizing the value of reaching consumers through mobile applications, as users spend an average of 3 hours and 15 minutes per day on mobile devices. Artificial intelligence (AI) and machine learning algorithms enable customized advertisements and recommendation systems, enhancing the user experience and driving ad effectiveness. 
However, the market faces challenges as well. The growing adoption of ad-blocker solutions poses a threat to revenue generation for digital advertisers. To navigate this challenge, advertisers must focus on delivering valuable and non-intrusive content to maintain user engagement and circumvent ad-blockers. By staying attuned to these market dynamics and adapting to consumer preferences, companies can capitalize on opportunities and effectively address challenges in the digital advertising market. Digital Advertising Services provide Campaign management, Creative design, and Optimization services to help businesses maximize their online presence and customer engagement.

What will be the size of the US Digital Advertising Market during the forecast period?

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In the dynamic digital advertising market, cross-channel marketing and omnichannel strategies are increasingly prevalent, allowing businesses to reach consumers seamlessly across various platforms. Dynamic creative optimization and marketing dashboards enable real-time content customization, enhancing personalized advertising experiences. Digital marketing trends lean towards mobile-first strategies, predictive analytics, and data-driven marketing. Brands prioritize social media strategy, sentiment analysis, and social listening for effective brand reputation management. Marketing mix modeling and marketing automation tools streamline campaign management, while PPC strategy and interactive advertising offer measurable results. Ad agency services and marketing technology stacks provide valuable insights, but privacy concerns and data security remain critical issues.
Customer journey mapping and performance reporting are essential for optimizing marketing operations and measuring success. Digital marketing ethics demand transparency and accountability, with brands focusing on ethical data collection, usage, and privacy policies.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Channel

  Mobile
  Desktop/laptop
  Connected TV


Type

  Search advertising
  Social media advertising
  Banner advertising
  Others


End-user

  Retail
  Media and entertainment
  BFSI
  Healthcare and pharmaceuticals
  Others


Geography

  North America

    US

By Channel Insights

The mobile segment is estimated to witness significant growth during the forecast period. In the dynamic US digital advertising market, mobile advertising holds a substantial share due to the increasing penetration of smartphones and tablets. Mobile devices, particularly smartphones, dominate the landscape, with mobile advertising accounting for a significant portion of overall digital advertising expenditure. With over 80% smartphone penetration in the country as of 2023, mobile platforms offer advertisers access to a vast user base. This flexibility enables advertisers to engage users through targeted ad strategies based on user behavior and preferences. Consequently, mobile applications (apps) and games are integrating in-app ads, contributing to the segment's significant growth. Brand awareness is another crucial aspect of digital advertising, with businesses investing heavily to reach their audiences effectively. Digital transformation has led to the adoption of various digital advertising technologies, such as programmatic advertising, data management platforms, and ad serving.
These technologies facilitate real-time bidding, audience targeting, and conversion rate optimization. Artificial intelligence and machine learning play a pivotal role in ad optimization, enabling advertisers to analyze consumer behavior and tailor their campaigns accordingly. Behavioral targeting, contextual targeting, and audience targeting are essential strategies for maximizing user engagement and click-through rates. Brand safety and fraud detection are critical concerns for businesses, with digital advertising technology ensuring secure transactions and protecting against malicious activities. Digital signage and content marketing are also popular channe

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Description:

The advertising dataset captures the sales revenue generated with respect to advertisement costs across multiple channels like radio, tv, and newspapers.

It is required to understand the impact of ad budgets on the overall sales.

Acknowledgement:

The dataset is taken from Kaggle

Objective:

• Understand the Dataset & cleanup (if required).
• Build Regression models to predict the sales w.r.t a single & multiple features.
• Also evaluate the models & compare their respective scores like R2, RMSE, etc.

Global Digital Advertising market size 2025 was XX Million. Digital Advertising Industry compound annual growth rate (CAGR) will be XX% from 2025 till 2033.

The market for advertising services has changed massively over the past decade, with online and digital advertising services reaching customers across the web, replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the cost-of-living crisis forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2025, advertising services revenue is expected to rise at a compound annual rate of 1.5% to €220 billion. COVID-19 at the beginning of the previous five-year period caused business and consumer confidence to plunge, slashing ad spending as companies looked to save money. Inflationary pressures, economic uncertainty and shaky business confidence eroded growth over 2022 and caused revenue in 2023 and 2024 to dip. In 2025, industry revenue is expected to inch upwards by 0.6%, as demand for digital advertising services is propping up the industry across Europe, despite in-house social media advertising activities eating into the market for advertising services. This growing external competition has also weighed on profitability. Over the five years through 2030, revenue is forecast to climb at a compound annual rate of 4.2% to reach €270.8 billion. Although demand for online advertising services will continue to swell, more companies will deal directly with online providers, curbing revenue. However, increased scrutiny on social media companies may alleviate external competition by banning "behavioural advertising" and selling first-person data to marketers. Mobile advertising will continue to outpace growth in online advertising as consumers increasingly rely on mobile devices to access the internet. The rapid emergence of AI technology has put the industry's future into question as big tech searches for AI operational solutions, threatening traditional advertising agencies. However, as consumers become more distrustful of AI-generated adverts, smaller companies can lean into the human-generated aspect of advertising to grow trust with audiences and clients.