Key stat: US advertisers will spend 82% of their media budget on digital in 2025, and allocate 66% of that budget to mobile, per a March EMARKETER forecast.

Beyond the chart:

• Mobile ad spend has enough resilience to grow nearly 5% even with heavy tariffs, EMARKETER forecasts.
• Mobile video ad spend will surpass mobile search ad spend in 2026.

Use this chart: Marketers can use this chart to prioritize mobile-first strategies when allocating media their budgets across digital platforms.

Related EMARKETER reports:

• US Ad Spending 2025 (EMARKETER subscription required)
• US Mobile Advertising Forecast and Trends 2025(EMARKETER subscription required)

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's 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, and paid listings, and excluding display-oriented formats on social networks, even if triggered by search queries), sponsorships, and 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.

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 from 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.