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EMARKETER

US Display Ad Spending 2022

Video’s in the Driver’s Seat. Now What?

Report by Evelyn Mitchell  |  May 24, 2022
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Report
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Table of Contents
Executive Summary
Key Points
Display Ad Spending Outlook: Breaking It Down by Format, Device, and Transaction Method
Growth Drivers: Video Is a Force to Be Reckoned With
Potential Disruptors: What’s Worth the Buzz?
Read Next
Sources
Media Gallery
About This Report
US advertisers are dedicating more of their display budgets to digital video as social video and CTV advertising climb to new heights.
Topics
Digital Display Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Display Ad Spending Outlook: Breaking It Down by Format, Device, and Transaction Method
Growth Drivers: Video Is a Force to Be Reckoned With
Potential Disruptors: What’s Worth the Buzz?
Read Next
Sources
Media Gallery

Executive Summary

Chief among digital advertising formats, display will account for well over half of all US digital ad spending this year, marching steadily toward the 60% milestone. Video drives most of that growth, as advertisers ramp up spend in social video and connected TV (CTV).

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will US advertisers spend on display this year?
  2. How does display ad spending break down by format, device, and transaction method?
  3. Which emerging trends will be most influential in the display advertising marketplace this year?

WHAT’S IN THIS REPORT? Our latest display ad spending forecast for the US, along with analysis of major growth drivers and potential disruptors that will influence display ad spending in the next year.

US Display Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)
E-Mail ChartDownload

KEY STAT: After record-breaking growth in 2021, display ad spending will increase by 20.9% to $143.55 billion in 2022.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

13charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Display Ad Spending Outlook: Breaking It Down by Format, Device, and Transaction Method
  1. Growth Drivers: Video Is a Force to Be Reckoned With
  2. Potential Disruptors: What’s Worth the Buzz?
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Display Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)How Has Our US Display Ad Spending Forecast Changed? (billions, 2019-2026)
US Digital Ad Spending Share, by Format, 2019-2026 (% of total digital ad spending)US Display Ad Spending Share, by Format, 2019-2026 (% of total display ad spending)
How Has Our US Digital Video Ad Spending Forecast Changed? (billions, 2019-2026)US Display Ad Spending Share, by Device, 2019-2026 (% of total display ad spending)
US Video Ad Spending, by Device, 2019-2026 (% of total video ad spending)US Programmatic Ad Spending Share, by Device, 2019-2023 (% of digital display ad spending)
US Social Network Video Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)US TikTok Net Ad Revenues, 2021-2024 (billions, % change, and % of digital ad spending)
Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)US Connected TV (CTV) Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)
Ad Formats that US Consumer Goods Advertisers Have Bought via Retail Media Networks, Nov 2021 (% of respondents)

authors

Evelyn Mitchell

Contributors

Ross Benes
Senior Analyst
Chuck Rawlings
Senior Researcher
Lauren Ruhlen
Researcher
Paul Verna
Principal Analyst
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