US Digital Display Advertising 2018: Seven Big Bets for Buyers and Sellers - eMarketer
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US Digital Display Advertising 2018: Seven Big Bets for Buyers and Sellers

eMarketer Report

By: eMarketer

Published: December 21, 2017

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

Executive Summary

eMarketer estimates US advertisers will spend nearly $48 billion on digital display ads in 2018. As the new year begins, many of the effects felt in 2017 from concerns over ad quality and transparency will continue to shape buyer-seller relationships and the flow of dollars between the two.

  • Concerns over brand safety, fake news and lack of transparency reached a boiling point in 2017. In 2018, buyers will continue to move dollars to more controlled, direct agreements. This means a move out of the open markets and, in some cases, a move toward more contextual vs. audience-targeted ad buys.
  • Buyers may punish the open markets for their presumed sins, but they are clearly willing to look past such offenses when it comes to the big boys—Facebook and Google. Brand safety and fake news faux pas won’t stop buyers from pushing even more ad dollars toward these two platforms in 2018.
  • Beyond the duopoly, the sellers likely to benefit from this migration toward direct deals include premium publishers and social networks. Video buyers will be particularly drawn to these platforms. However, the same will not be true for publishers and app developers that have been adding video ads without careful thought about how the format fits in with their content and the overall user experience.
  • As audience data increasingly is seen as an asset, buyers will increasingly look to bring that data in-house, and demand greater transparency about how that data is both collected and used by partners and third parties.
  • While fraud levels on the web will likely decline in 2018, the period to rejoice will be short-lived, as fraudsters follow marketers and their money to in-app advertising, social and even influencer marketing.

"Advertisers in the US will spend nearly $48 billion on digital display advertising next year."

Table of Contents

Digital Display Ad Spending

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No. 1: Duopoly Domination Continues

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No. 2: More Display Dollars Move Direct

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No. 3: As Interest in Direct Rises, So Will Interest in Contextual Targeting

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No. 4: Many of Those Direct Dollars Will Flow to Social

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No. 5: Video Remains in Demand, but Consumer Backlash May Be Waiting in the Wings

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No. 6: Brands Take Even More Control Over Their Own Data—and Demand Greater Transparency from Data Providers

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No. 7: Less Fraud Fears for the Web, but More Elsewhere

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9 charts are included in the full report:

US Digital Display Advertising 2018: Seven Big Bets for Buyers and Sellers

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

Digital Display Ad Spending

US Digital Ad Spending, by Format, 2016-2021 (billions)

US Digital Display Ad Spending, by Device, 2016-2021 (billions and % of total)

No. 1: Duopoly Domination Continues

Net US Digital Display Ad Revenue Share, by Company, 2016-2019 (% of total digital display ad revenues and billions)

No. 3: As Interest in Direct Rises, So Will Interest in Contextual Targeting

Change in Digital Ad Targeting Spending According to US Agency and Client-Side Marketers, by Method, Jan 2017 (% of respondents)

No. 4: Many of Those Direct Dollars Will Flow to Social

Digital Ad Platforms that Have the Most Compelling Cases for Significant Spending Increases in 2017 According to US Agency/Marketing Professionals (% of respondents)

US Marketers Who Currently Spend vs. Plan* to Increase Spending on Video Ads on Select Social Media Platforms, April 2017 (% of respondents)

No. 6: Brands Take Even More Control Over Their Own Data—and Demand Greater Transparency from Data Providers

Sources of Data Trusted by Advertisers, Agencies and Media Companies Worldwide, July 2017 (% of respondents)

No. 7: Less Fraud Fears for the Web, but More Elsewhere

Leading Types of Ad Fraud Encountered in App Marketing According to App Marketers in North America, July 2017 (% of respondents)