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by Format
Digital Ad Spending by Subcategory
Source: EMARKETER Forecast, August 2024 - June 2024
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; numbers may not add up to total due to rounding
Additional Note: Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Banking includes commercial, investment, retail banks, cooperative banks and credit unions. Banking and lending includes checking and savings accounts, commercial and retail banks, cooperative banks, credit unions, mortgage lending, personal loans, crowdfunding, financing for automotives, education, pools, real estate, etc. Card networks include Mastercard, Visa, American Express, Discover and other smaller players. They handle the processing of credit, debit and prepaid card transactions and partner with merchants to facilitate the use of these cards, acting as a gateway between card issuers, merchants and card holders. They create the virtual infrastructure and also set the terms for all transactions (e.g., fees, fraud liability, purchase protections). Insurance includes property and casualty, life and mutual insurance. Payments and money movement includes credit and debit cards, payment platforms, card networks, currency exchange and management, digital currency, cryptocurrency, money transfer and payment processing, and financial technology payment providers. Securities, investment and wealth management includes annuities, asset and wealth management, brokerage service, exchange traded funds, financial planning and investment advising, futures trading, hedge funds, mutual funds, precious metal trading, private equity and venture capital firms and securities firms. Other includes categories that fall outside of those mentioned, such as accountant/taxes, rating agencies, credit agencies, and identify theft protection.
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.