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EMARKETER

Search Ad Spending Forecast and Trends H1 2023

ChatGPT and Social Search Will Disrupt Market Dynamics

Report by Evelyn Mitchell  |  May 15, 2023
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Table of Contents
Report Snapshot
This year, advertisers will grow their search investments slower than they have in more than a decade.
Search’s share of digital ad dollars will inch downward.
Growth in search ad spending is driven by RMNs—not traditional search engines.
Apple and Microsoft are encroaching further onto Google’s turf.
Google’s search ad revenues are slowing to a crawl as it faces stiff competition for tighter budgets.
TikTok and Instagram are gaining momentum as search touchpoints with consumers and advertisers.
How can advertisers stay ahead of the curve in search?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?
Topics
Search Ad Spending
United States
Table of Contents
Report Snapshot
This year, advertisers will grow their search investments slower than they have in more than a decade.
Search’s share of digital ad dollars will inch downward.
Growth in search ad spending is driven by RMNs—not traditional search engines.
Apple and Microsoft are encroaching further onto Google’s turf.
Google’s search ad revenues are slowing to a crawl as it faces stiff competition for tighter budgets.
TikTok and Instagram are gaining momentum as search touchpoints with consumers and advertisers.
How can advertisers stay ahead of the curve in search?
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

In the span of about six months, generative AI has burst onto the scene just as Google’s growth has started to plateau. With retail media and social networks also competing for search advertising dollars, brands face a more diverse search landscape than ever before.

Key Question: Which players will see the biggest gains in search ad spending over the next few years?

US Nonretail Search Advertising Market Share, by Company, 2018-2025 (% of total nonretail search ad revenues)
E-Mail ChartDownload

KEY STAT: Microsoft’s US search ad revenues will grow more than three times as fast as Google’s this year, and by 2025, Microsoft’s share of the nonretail search ad market will be nearly 9%.

authors

Evelyn Mitchell

Contributors

Chris Keating
Director, Research
Jennifer Merritt
Vice President, Content
Peter Newman
Senior Forecasting Analyst
Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst
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