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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.
"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."
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US Digital Ad Spending, by Format, 2016 & 2019 (billions)
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)
Ad Blocking Will Push Native Advertising Ahead in 2016
Digitas LBi: Machine-Based Approach to Audience Buying Imminent in 2016
Viewable CPMs Could Become the De Facto Pricing Model of 2016
Why CRM Data-Savvy Marketers Invest More in Customer Loyalty vs. Acquisition
Senior Vice President, Products