US Ad Spending: eMarketer's Updated Estimates and Forecast for 2017 - eMarketer
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US Ad Spending: eMarketer's Updated Estimates and Forecast for 2017

eMarketer Report

By: eMarketer

Published: September 19, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Digital is on track to pull in over half of all US dollars spent on advertising by the end of 2021. This year, total media ad spending will top $205.06 billion, with 40.5% of outlays going to digital channels.

  • Digital ad spending will continue to swell this year, increasing 15.9% to reach $83.00 billion. Bolstered by improving ad technology and expanding ad loads, digital media outlays will see double-digit growth each year through the end of the forecast period.
  • Mobile ad spending will total $58.38 billion in 2017, accounting for 70.3% of digital and 28.5% of all media ad investment. Advertisers are concentrating more dollars on mobile, as consumers continue to spend more time on mobile devices. By 2021, mobile’s share of digital advertising will rise to 79.2%.
  • Display will pull in 50.3% of digital ad spend this year, fueled by video and rich media ad placements, most notably on social media platforms. Meanwhile, search will account for 44.2% of digital ad expenditures. Though this share represents a decrease from 45.3% in 2016, search outlays will rise 13.0% in 2017, spurred by growing interest in mobile search advertising.
  • TV will see minor ad spend growth of 0.5% in 2017, lower than eMarketer’s previously forecast 2.0%, as individuals continue to cut the cord at a faster-than-expected rate. The format will still account for $71.65 billion this year, or more than one-third of total media ad spending.
  • eMarketer has not increased its estimates for digital ad spending from previous forecasts. However, reductions to traditional media advertising has led to an increase in digital’s ad share.

"Digital will represent 40.5% of total US ad spending in 2017. By 2021, digital’s share will climb to 51.3%, as advertisers continue to reduce outlays on traditional media."

Table of Contents

Total Media Ad Spending

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Digital Ad Spending

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Mobile Ad Spending

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4 charts are included in the full report:

US Ad Spending: eMarketer’s Updated Estimates and Forecast for 2017

US Total Media Ad Spending Share, by Media, 2016 & 2021 (% of total)

Total Media Ad Spending

US Total Media Ad Spending, by Media, 2016-2021 (billions)

Digital Ad Spending

US Digital Ad Spending, 2016-2021 (billions, % change and % of total media ad spending*)

Mobile Ad Spending

US Mobile Ad Spending, 2016-2021