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August 1, 2024
US Digital Ad Spending Growth, by Industry, 2024 (% change)
Note
Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including ... contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads. Historical digital ad spending data up to 2015 is derived from Interactive Advertising Bureau (IAB) and PwC data. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services, and other nonvoice message communications services (e.g., email, fax). It also includes multichannel video providers on a subscription basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). Financial services includes banking and lending companies, insurance companies, payments and money movement firms, securities, investment and wealth management firms, accountants/taxes, rating agencies, credit agencies, and identity theft protection. Consumer packaged goods includes food products, alcoholic and nonalcoholic beverages, toiletries and cosmetics, cleaning and other household supplies, and cigarettes and other tobacco products. Automotive includes all automotive-related categories including the sale and purchase of vehicles and parts and maintenance including, but not limited to, the following categories and segments: new cars, used cars, service, parts, original equipment manufacturers (OEMs), dealer associations, franchise dealers, co-ops, independent dealers, aftermarket service, aftermarket parts, auto financing (depending on the source of the ad spending), and wholesale/auction and private-party sales. Healthcare and pharma includes drug manufacturers and researchers, vitamins and supplements, prescriptions, pet flea and tick drugs, cold/cough medicine, over-the-counter allergy medicine, birth control, biotech companies, animal pharmaceutical companies, health and dental insurance, healthcare providers and facility services, social assistance providers, wellness companies, health and monitoring devices, and imaging equipment. Retail includes apparel and accessories, home furnishings, athletics products, baby and children's products, mail order/catalog, appliances, pet products, restaurant and bar equipment and supplies, food delivery services, hobby items such as collectibles, musical instruments, wholesalers, and general merchandise. Travel includes airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, online travel agencies (OTAs), travel agents, travel websites, visitor centers, car rental companies, and leisure and unmanaged business travel. Technology and electronics includes hardware (e.g., computers, computer storage devices, computer peripheral equipment), consumer electronics, prepackaged software (e.g., operating, utility, applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services. Media and entertainment includes businesses primarily engaged in radio and TV broadcasting (networks and stations), such as educational, commercial, religious, sports, and other radio or TV stations, as well as print media (newspapers, magazines, and classifieds) and establishments engaged primarily in publishing. It also includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing, and video games (excluding video game hardware). "Other" industries include categories that fall outside of those mentioned, such as real estate, politics, nonprofit, professional services, energy, manufacturing, industrial, and education.More
Methodology
Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.Chart Title
US Digital Ad Spending Growth, by Industry, 2024 (% change)Publication Date
August 1, 2024
