Report Collection | Jul 25, 2019

Digital Ad Spend by Industry2019

US Telecom & Consumer Electronics

by Ross Benes

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About This Report
Telecom and consumer electronics companies are increasing their digital ad spend as they adjust to rapidly changing technology developments.
Table of Contents

Executive Summary

The US telecom industry will increase its digital ad spending by 16.2% to $13.45 billion in 2019. Computing products and consumer electronics advertisers will spend $10.35 billion on digital ads in 2019, a 22.1% increase from 2018. Meanwhile, total US digital ad spend will grow by 19.1% this year.

What share of total US digital ad spend will these verticals have?

Telecom advertising will account for 10.4% of total digital ad spending in 2019 and 10.3% in 2020. Computing products and consumer electronics will represent 8.0% of total ad spend in 2019 and 8.1% in 2020.

Which digital ad format is growing fastest?

Telecom video ad spend will increase 23.1% to $3.92 billion in 2019. Computing products and consumer electronics advertisers will spend $2.39 billion on video in 2019, up 21.4% over the previous year.

How much will these advertisers spend on mobile?

At $9.42 billion, mobile will account for seven in 10 total telecom digital ad dollars in 2019. Computing products and consumer electronics advertisers will spend $6.66 billion on mobile this year, which makes up 64.4% of their total digital ad spending.

WHAT’S IN THIS REPORT? This report includes our annual breakdown of digital ad spending for telecom and computing products and consumer electronics. It details an overview of total digital ad spending, as well as estimates by channel, device and format. While most of our other ad spending reports in this series focus on just one industry, we grouped two industries together for this report because of the similarity in their products.

KEY STAT: The US telecom industry will spend $13.45 billion on digital ads in 2019, a year-over-year increase of 16.2%.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

4charts

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. Telecom, Computing Products and Consumer Electronics 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

Chris Keating
Research Director
Peter Vahle
Researcher
Oscar Orozco
Senior Forecasting Analyst
Victoria Petrock
Principal Analyst