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About This Report
Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.
Table of Contents

Executive Summary

The US media industry will increase its digital ad spending by 23.5% to $8.15 billion in 2019. And the US entertainment industry will increase its digital ad spend by 24.7% to $6.88 billion. Meanwhile, total US digital ad spend will grow by 19.1% this year. Media and entertainment companies are increasing their investment in digital ads at a greater rate than other verticals due to competition among digital video and gaming platforms as well as surging revenues in the music and film industries.

What are media and entertainment’s respective shares of total US digital ad spend?

We anticipate that media will account for 6.3% of total US digital ad spending in 2019, and entertainment will account for 5.3%.

Which digital ad format is growing fastest?

Media digital video ad spend will increase 22.9% this year, and entertainment video ad spend will increase 23.5%. Nearly four in 10 media and entertainment digital ad spend dollars will go toward video in 2019.

How much will media and entertainment advertisers spend on mobile?

Media advertisers will spend $5.40 billion on mobile this year, and entertainment advertisers will spend $4.79 billion. About two thirds of all media and entertainment digital ad spending will be spent on mobile.

WHAT’S IN THIS REPORT? Our annual breakdown of US media and entertainment digital ad spending includes a comprehensive overview of total digital ad spending, as well as estimates by channel, device and format.

KEY STAT: The US entertainment industry will increase its digital ad spending by 24.7% to $6.88 billion in 2019.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

5charts

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

22expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Media and Entertainment Digital Ad Spending Outlook
  3. Digital Ad Spending by Device
  1. Digital Ad Spending by Format
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Joe Barbagallo
Jaguar Land Rover North America
Department Manager, Digital, Social and CRM
Interviewed April 10, 2019
Jonathan Barnard
Zenith
Head of Forecasting
Interviewed April 3, 2019
Jim D’Antoni
Dish Media
Director, Ad Sales
Interviewed April 24, 2019
Mike Fisher
MediaMath
Vice President, Advanced TV, Video
Interviewed April 9, 2019
Richard Gagnon
Havas
Head of Havas Healthmedia
Interviewed April 8, 2019
Doug Grumet
AMP Agency
Senior Vice President, Media
Interviewed April 11, 2019
Cheryl Huckabay
The Richards Group
Media Group Head
Interviewed April 9, 2019
Sarah Kramer
Spark Foundry
Chief Client and Operating Officer
Interviewed April 8, 2019
Jon Morgenstern
VaynerMedia
Senior Vice President, Head of Investment
Interviewed April 2, 2019
Ali Plonchak
Crossmedia
Managing Director, Digital Strategy and Integration
Interviewed April 2, 2019
Krish Sailam
DWA
Senior Vice President, Global Programmatic Solutions
Interviewed April 5, 2019
Sarah Scherer
Goodway Group
Product Marketing Manager
Interviewed April 8, 2019
Jon Schulz
Viant
CMO
Interviewed April 11, 2019
Mike Seiler
AKQA
Director, Search and Shopper Marketing
Interviewed April 1, 2019
Jeremy Tate
DWA
Senior Vice President, General Manager
Interviewed April 3, 2019
Vanessa Vignon
Ubisoft
Vice President, Media and Audience Management
Interviewed April 18, 2019
Matthew Waghorn
Huge
Vice President, Strategy
Interviewed April 12, 2019
April Weeks
Centro
Executive Vice President, Media Services and Operations
Interviewed April 8, 2019
Chris Wexler
Cramer-Krasselt
Senior Vice President, Director, Media and Analytics
Interviewed April 3, 2019
Brian Wieser
GroupM
Global President, Business Intelligence
Interviewed April 3, 2019
Sarah Wilson
DWA
Media Director
Interviewed April 3, 2019
Michael Zacharski
EMX Digital
CEO
Interviewed April 11, 2019

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authors

Ross Benes

Contributors

Lauren Fisher
Principal Analyst
Chuck Rawlings
Researcher
Oscar Orozco
Senior Forecasting Analyst