In 2021, U.S. ad revenue reached close to 304 billion U.S. dollars. Over the past decade, excluding 2020 when the advertising market was reorganized due to the coronavirus outbreak, advertising revenue in the United States has been constantly growing. In 2021, the ad market in the country saw positive growth of 22.7 percent, showing recovery from the impact of the pandemic. Which media are important for U.S. advertisers?    Industry figures indicate the clear significance of internet advertising, and within that the predominance of search. TV advertising has been dethroned by increased internet advertising and is calculated to account for close to 21.4 percent of ad total media ad revenues in 2022. U.S. CMOs are investing less in offline media in favor of digital formats. Traditional media are facing continuous reductions in marketing budgets, while digital media remain the focus of marketers. Magazines and newspapers are experiencing the most serious declines in ad spending, with growth rates below five and 10 percent respectively.

According to market estimates, total media advertising spending the United States in 2020 would amount to 225.8 billion U.S. dollars. By 2024, the figure is expected to grow to 322 billion dollars.. Advertising spending in the U.S. – additional information

Advertising can utilize almost any form of media to meet its needs, including print, television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in particular, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S. Television is the main medium for advertisers in the U.S., as it has accounted for about 40 percent of all advertising spending in the country since 2010. However, with the rise of digital platforms, not all mediums are as heavily invested in as others. Particularly traditional mediums such as radio, magazines and newspapers all suffered a decrease in ad spending, with newspapers suffering the most. Newspaper ad spent is forecast to decline from nearly 15 percent in 2010 to about 5.5 percent in 2020. Despite being a leader in the advertising industry as of 2015, television’s share of advertising spending is also projected to decrease in the coming years. Digital is forecast to become the main media for advertisers in the U.S., accounting for 37 percent of all advertising spending in the country in 2017. In terms of revenue, digital advertising in the U.S. is forecast to generate more than 210 billion U.S. dollars by 2022, with search advertising accounting for the largest portion of this amount. Banner ads and social media advertising also belong to digital formats important for advertisers in the U.S. Within the digital market, mobile advertising is also a heavily invested in sub-sector of the advertising industry. In 2020, this spending on mobile ads in the country reached 98.3 billion U.S. dollars. Search advertising and display advertising account for the majority of mobile advertising spending.

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Online Ad Spending Market Size 2024-2028

The online ad spending market size is forecast to increase by USD 244.5 billion at a CAGR of 11.1% between 2023 and 2028.

The market has experienced significant growth due to the increasing usage of the internet and the shift of consumers towards digital platforms. One of the key trends driving this market is the rise of video ads on search engines and social media sites. As more consumers engage with digital content, advertisers have recognized the potential of artificial intelligence and video advertising to capture their attention. However, this growth comes with challenges, such as the issue of click fraud and the need for brands to navigate the complex digital advertising landscape. Despite these challenges, the market is expected to continue its expansion, with digital ad spending projected to surpass traditional ad spending in the coming years. As consumers become more engaged with digital content, it is essential for businesses to adapt and invest in effective digital advertising strategies to reach their audience.

What will be the Size of the Market During the Forecast Period?

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The market has witnessed significant growth over the past few years, driven by the increasing popularity of smartphone and digital channels for reaching consumers. According to recent studies, digital ad expenditure is projected to continue its upward trend, surpassing traditional advertising methods. Digital marketing strategies have become essential for businesses aiming to engage customers effectively. Marketers are increasingly focusing on digital ad campaigns to reach their target audience, with mobile advertising leading the charge. In fact, mobile advertising is expected to account for a significant portion of digital ad expenditure due to the widespread use of smartphones and tablets. Measuring the return on investment (ROI) of digital ad campaigns is a critical aspect of digital marketing. Marketers use various metrics, such as click-through rates, cost per click, and conversion rates, to evaluate the success of their campaigns. By analyzing these metrics, marketers can optimize their ad spend to maximize ROI. Ethical considerations are also essential in the digital advertising market. Marketers must ensure that their digital ad campaigns are transparent, respect user privacy, and comply with relevant regulations.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Platform

  Mobile devices
  Desktops


Geography

  North America

    Canada
    US


  APAC

    China
    India
    Japan


  Europe



  South America



  Middle East and Africa

By Platform Insights

The mobile devices segment is estimated to witness significant growth during the forecast period.

The digital advertising market, particularly online spending, is experiencing significant growth due to the increasing usage of the internet and the popularity of digital platforms among consumers. Video ads on these platforms have gained considerable traction, with search engines continuing to dominate as the primary avenue for online advertising. According to recent studies, mobile devices, specifically smartphones, are driving this growth. In 2023, over 1.17 billion smartphone units were shipped worldwide, leading to a wave in mobile internet usage and, consequently, mobile advertising.

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The mobile devices segment was valued at USD 164.90 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 41% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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In the global digital marketplace, North America holds a substantial share in online ad spending. The region's growth can be attributed to the widespread adoption of smartphones and advanced broadband infrastructure. Traditional advertising mediums, such as print newspapers and radio, are becoming saturated, leading companies to shift their focus towards digital channels. Mobile advertising is a significant driver of the regional market, as more individuals spend an increased amount of time using mobile devices for daily activities and content consumption. As a result, marketing efforts will continue to integrate into mobile devices throughout the forecast period.

Market Dynamics

Our researchers analyzed the data wi

In 2024, online advertising revenues in the United States will reach an estimated 252.8 billion U.S. dollars, over twice as much as all other listed media combined. According to the projections, digital ad spending will continue to expand over the following four years, surpassing 275 billion dollars by 2028. Meanwhile, the results of broadcast TV will decrease. Radio and out-of-home (OOH) – including digital out-of-home (DOOH) – media will experience compound annual growth rates (CAGRs) of 0.6 and 2.4 percent in the period, respectively. It is a digital world, after all The internet's hegemony in the American market seems far from reaching a ceiling despite its skyrocketing growth throughout the 21st century. Between 2013 and 2023, online ad revenue in the U.S. increased more than five-fold, reaching 225 billion dollars in the latter year. Search, display, and video collectively accounted for over 90 percent of that figure, making them the U.S. leading formats by share of the digital ad spend. Traditional media's role in the ad landscape The ranking of fastest-growing ad media in the U.S. in 2023 reveals that only business-to-business (B2B) channels recorded double-digit increase rates. Cinema – still recovering from the pandemic – followed, along with the internet and OOH advertising.

U.S. advertising market size is projected to exhibit a growth rate (CAGR) of 6.70% during ​​2024-2032​. There are various factors that are driving the market, which include the increasing focus on enhancing user experience while lowering disruptions, integration of advanced technologies for enabling brands to engage with individuals, optimizing their campaigns, and measuring their impact, and changing consumer behavior.

The US healthcare advertising market size reached USD 24.4 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 34.3 Billion by 2033, exhibiting a growth rate (CAGR) of 3.8% during 2025-2033. The growing online direct-to-consumer advertising due to the shift in promotional activities towards digital platforms, the augmenting demand to obtain certification and bid for relevant keywords among advertisers, and increased advertising expenditure from healthcare organizations are among the key factors driving the market growth.

IMARC Group provides an analysis of the key trends in each segment of the US healthcare advertising market report, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on product type.

It was calculated that the total advertising expenditure in North America in 2021 amounted to about 297.5 billion U.S. dollars. However, the spending increased by nearly 19 percent that year, after decreasing by just above one percent in the previous year due to the impact of the coronavirus. Advertising spending in the United States The United States is the largest advertising market in the world, with ad spending amounting to 250 billion U.S. dollars in 2020. Looking at breakdowns of expenditures by medium, in 2021 and 2025, approximately 153 billion U.S. dollars were directed towards internet ads in 2021, which is estimated to increase even further in 2025. This was followed by over 72 billion U.S. dollars spent on ads on TV in 2021 and is expected to increase by roughly 10 billion in 2025. Advertising spending in Canada The advertising market in Canada is also following the global growth trend. Media spending in Canada has been steadily growing since 2012, reaching 11.8 billion U.S. dollars in net ad spend in 2019. Unsurprisingly, in 2020, when the global advertising market was affected by the outbreak of the coronavirus pandemic, the Canadain market also suffered. That year ad spend in the country fell to 10 billion U.S. dollars. Nonetheless, once the industry returns to normal, data on specific media expenditures in Canada suggest that the rise of the digital channels is evident in the country, as the advertising dollars are being directed towards the internet, while traditional media such as magazines and newspapers will be seeing less and less investments in the near future.

The ad spending in the advertising market in the United States was forecast to continuously increase between 2024 and 2030 by in total 166.7 billion U.S. dollars (+39.14 percent). After the tenth consecutive increasing year, the ad spending is estimated to reach 592.63 billion U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the advertising market was continuously increasing over the past years.Find more key insights for the ad spending in countries and regions like the ad spending in the 'Out-of-Home Advertising' segment of the advertising market in the world and the ad spending in the 'Out-of-Home Advertising' segment of the advertising market in Hong Kong. The Statista Market Insights cover a broad range of additional markets.

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.

Television advertising spending in the United States was projected to amount to 60.38 billion U.S. dollars in 2022, marking a decrease compared to the previous year. Spending was expected to continue decreasing over the next few years, before reaching an expected 54.74 billion in 2027.

TV advertising landscape in the U.S.

Television remains a leading source of news and entertainment throughout the United States. Even though the internet has long overtaken TV as the most invested-in advertising medium in the U.S., companies of all sizes still count on the power of (linear) television for marketing purposes. During the 2020-21 TV broadcast season, for example, brands were willing to pay nearly 800 thousand U.S. dollars for a 30-second spot during NBC’s Sunday Night Football, and even for not-sports-related programs, media buyers dig deep into their pockets.

Reinventing TV advertising one match at a time

In 2020, Procter & Gamble Co. was the largest advertiser on U.S. network television, with more than 900 million U.S. dollars in annual investments. The CPG giant that owns some of the world’s most popular cleaning and personal care brands, such as Braun, Gillette, and Pantene, has been a mainstay of the U.S. advertising scene for many decades. In 2021, the company reinvented its ad strategy by asking consumers to co-create a commercial via an interactive website. The 60-second spot that premiered during the Super Bowl (the biggest advertising event of the year) featured numerous P&G brands, characters such as Charmin’s Ultra Strong Bear, and celebrities such as Sofia Vergara.

The source forecast that local advertising revenue in the United States will slightly decrease by less than two percent in 2025, reaching an estimated 171.4 billion U.S. dollars. The decline was credited to the previous year's elections, which boosted 2024's local ad spending. Digital and non-digital local ads According to the same study, in 2025, local advertising on traditional media would generate approximately 81.5 billion dollars in revenue. That accounted for almost 48 percent of that year's total. The prevalence of online channels over non-digital ones stressed that the resilience of traditional media for local ads may be over, as the U.S. ranks among the countries with the largest number of inhabitants with access to the internet, third only to China and India. The U.S. online and traditional ad media Meanwhile, digital channels remain paramount within the overall American ad market. In 2025, online ad spending will reach an estimated 275.7 billion dollars or over 70 percent of total ad revenues in the U.S. That amount was projected to expand in the following years and exceed three-quarters of the ad expenditure by 2027.

The ad spending in the 'Video Advertising' segment of the digital advertising market in the United States was forecast to continuously increase between 2023 and 2028 by in total 35.8 billion U.S. dollars (+46.51 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 112.77 billion U.S. dollars and therefore a new peak in 2028. Notably, the ad spending of the 'Video Advertising' segment of the digital advertising market was continuously increasing over the past years.Find other key market indicators concerning the average ad spending per internet user (ARPU) and ad spending growth. The Statista Market Insights cover a broad range of additional markets.

Digital advertising spending of the entertainment industry in the United States was forecast to increase by 7.9 percent in 2022. Retail digital ad spending was projected to increase 12.2 percent, while digital ad spending of consumer packaged goods was forecast to increase 6.1 percent.

In 2025, advertising spending in the United States will amount to an estimated 455.9 billion U.S. dollars, making it the leading global ad market by that measure. China ranked second with a forecast ad expenditure of over 251 billion dollars, while the United Kingdom and Japan rounded out the top four with ad revenues of about 63 billion and 56 billion dollars, respectively. Ad spend by region According to another source's projections, Canada and the U.S. formed the world's highest-spending ad market as of 2024, followed by the Asia-Pacific (APAC) region and Western Europe. Behind the absolute values, however, lays a perhaps unexpected growth forecast. The estimates indicate that Latin America will be the fastest-growing ad market between 2024 and 2026, with its expenditure going from less than 26 billion to almost 30 billion dollars in the period – an increase of over 16 percent. For comparison, the U.S. and Canada combined and APAC were expected to grow between eight and nine percent during the same period. Top digital ad markets Slightly more specific rankings, such as that of the leading global economies by digital ad spending, reveal predictable results and key differences. In 2024, the U.S. and China remained on top, and the UK placed third and well ahead of Japan, demonstrating the British market's remarkable focus on online strategies. The same applies to the list of countries by social media ad expenditure, showing that the UK spent an estimated two billion dollars more on that channel than Japan in 2023. The latter ranking also depicts a much tighter race between the U.S. and China for the top spot, with projected social media ad revenues of around 73 billion and 71 billion dollars, respectively.

Every year billions of dollars are spent on advertising on social media in the United States. In 2022, the amount reached 66 billion U.S. dollars, and included paid advertising on social networks as well as games and applications on social media. By 2025, advertisers are expected to spend over 82 billion dollars on promoting their products on social networks. Facebook commands the lion’s share of these expenditures (more than 80 percent), followed by LinkedIn and Pinterest with four and two percent respectively. Social network advertising – a closer look   Studies show that a little over 90 percent of U.S. companies are and will be using social media for marketing purposes. In 2017, social messaging and video were thought to be the trends of the future in relation to social media advertising and believed to have the biggest effect on marketing strategies. Lo and behold, advertising spending on social video has been growing ever since, and is expected to amount to nearly 15 billion U.S dollars in 2021. Even in this respect, Facebook has the lead, especially when it comes to influencer marketing. In fact, all tiers of influencers - from microinfluencers to celebrities - post the majority of their videos on Facebook. The second choice of platform to share their videos is YouTube, which despite being 'the' video sharing platform is not as popular yet among influencers most probably due to smaller user reach.

The ad spending in the digital advertising market in North America was forecast to continuously increase between 2023 and 2028 by in total 137.1 billion U.S. dollars (+47.1 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 428.24 billion U.S. dollars and therefore a new peak in 2028. Notably, the ad spending of the digital advertising market was continuously increasing over the past years.Find more information concerning Vietnam and France. The Statista Market Insights cover a broad range of additional markets.

Internet advertising was projected to be the medium with the largest share of advertising revenue in the United States in 2022, with 61 percent. Newspapers and magazines were projected to account for roughly 2.7 and 3.3 percent respectively

Advertising spending in the United States – additional information

The U.S. is the largest advertising market worldwide. In 2021, advertising spending in the U.S. amounted to 285 billion U.S. dollars. Second-ranked China spent roughly 90 billion U.S. dollars in advertising that year, a significantly smaller share in comparison to the U.S.

Television remains the leading traditional medium in the U.S. About 68 billion U.S. dollars were invested in television advertising in the U.S. in 2021. In 2022, TV was expected to account for 21 percent of all advertising revenue in the country. Up until recently TV was the main medium overall, however, digital has seen unprecedented growth in the last few years and took the lead ahead of television. Digital advertising spending in the U.S. is estimated to increase from about 199 billion U.S. dollars in 2021 to just over 341 billion by 2026. Digital search is one of the main formats of digital advertising in the U.S., accounting for roughly 40 percent of the U.S. ad expenditure in 2021. Another key trend is the rise of mobile platforms in the advertising industry in the U.S. Mobile investments are projected to increase in the coming years while desktop will see declines at the same time.

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 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.

The ad spending in the 'TV & Video Advertising' segment of the advertising market in the United States was forecast to continuously increase between 2024 and 2030 by in total 37.3 billion U.S. dollars (+25.8 percent). After the tenth consecutive increasing year, the ad spending is estimated to reach 181.85 billion U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the 'TV & Video Advertising' segment of the advertising market was continuously increasing over the past years.Find more key insights for the ad spending in countries and regions like the ad spending in the 'Digital Banner Advertising' segment of the advertising market in Russia and the average ad spending per internet user in the 'Social Media Advertising' segment of the advertising market in the world. The Statista Market Insights cover a broad range of additional markets.