US Digital Display Advertising Trends: Eight Developments to Watch for in 2016 - eMarketer

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US Digital Display Advertising Trends: Eight Developments to Watch for in 2016

eMarketer Report

By: eMarketer

Published: January 07, 2016

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

Executive Summary

2016 will be the year in which digital display ad spending surpasses search ad spending in the US. What do advertisers and publishers need to know to keep pace with this acceleration? eMarketer shares the top trends to track.

  • Programmatic advertising will continue to drive growth and innovation. In a first, more than 50% of all US digital video ad spending will flow via automation in 2016. Programmatic direct deals and video are two significant factors contributing to this rise.
  • Consumers’ cross-screen habits will push the industry to begin to tie digital and TV together—first through sharing data. Demand for cross-device will also keep buyers investing in “walled gardens,” such as those created by Facebook and Google, where many cross-device challenges, such as targeting and measurement, are much closer to being solved.
  • Brands and advertisers will continue their push to own and amass first-party data. And many will look to use that data to begin to merge their ad tech and marketing technologies.
  • Publishers will tackle ad blocking head on. They will look to monitor and to better understand its effects on their own properties, and many will re-evaluate their advertising efforts as a result.
  • With regard to issues of ad quality, many will look to shift from standard CPMs to viewable CPMs. In addition, the focus on ad fraud will expand to mobile and broaden beyond nonhuman traffic.

"In 2016, digital display ad spending will surpass search ad spending in the US for the first time, reaching $32.17 billion. By 2019, display’s share of US digital ad spending will pull even further ahead, reaching 49.8%, or $46.69 billion."

Table of Contents

The Digital Display Trends to Watch This Year

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8 charts are included in the full report:

US Digital Display Advertising Trends: Eight Developments to Watch for in 2016

US Digital Ad Spending, by Format, 2016 & 2019 (billions)

The Digital Display Trends to Watch This Year

US Digital Ad Spending, by Format, 2014-2019 (billions)

US Digital Ad Spending Growth, by Format, 2014-2019 (% change)

US Digital Ad Spending, by Device and Format, 2014-2019 (billions)

Programmatic Will Continue to Drive Innovation and Growth

US Programmatic Digital Video Ad Spending, 2014-2017 (billions, % change and % of total digital video ad spending)

Cross-Device Will Also Help TV and Digital Come Together

US Marketers vs. Agency Professionals Who Have Used Advanced TV Advertising*, July 2015 (% of respondents)

Buyers and Sellers Will Flock to Out-Stream and In-Feed Video Ads

Types of Video Ads that Will Be More Important* to Their Clients' Advertising Portfolio According to Advertising, Agency and Media/Publishing Professionals Worldwide, May 2015 (% of respondents)

Ad Blocking Will Push Publishers to Clean Up Their Act

US Publishing Industry Professionals Whose Company Can Track How Many Users Are Blocking Ads on Their Site, Oct 2015 (% of respondents)