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Explore our Research →Nonessential spending slumps amid tariff price hikes
Article |
Jul 15, 2025
JIC’s measurement audit shows a sector diversifying beyond Nielsen
Article |
Jul 15, 2025
Marketers rush to unify social, CTV strategies
Article |
Jul 15, 2025
AI summaries in Google’s news feed could undercut publisher traffic—again
Article |
Jul 15, 2025
Critics of UnitedHealth Group get louder as the health insurer attempts to quiet them
Article |
Jul 15, 2025
Shopify adds AI agent guardrails to protect its business model
Article |
Jul 15, 2025
Bank earnings show consumer strength as delinquencies fall, spending rises
Article |
Jul 15, 2025
Search engines reign, but social has standing in Latin America
Article |
Jul 14, 2025
Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy
Article |
Jul 14, 2025
Why commerce media networks have grown so quickly
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Jul 14, 2025
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Learn More →Mobile P2P Payments Transaction Value
Overall
by Age
by Generation
Transaction Value by Platform
Source: EMARKETER Forecast, February 2025 - December 2024
Note: includes ad spending on tablets; includes classified, display (banners, rich media, video, and other), email, lead generation, messaging-based advertising, and search advertising; net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites
Additional Note: Display data includes banners and ads such as Facebook's Feed Ads and X's Promoted Posts, rich media (including in-stream and outstream video ads) on WAP sites, mobile HTML sites, and embedded in-app/in-game advertising. Search data includes advertising on search engines, search apps, and carrier portals. Messaging data includes ad placements in SMS, MMS, and peer-to-peer messaging. Video includes in-stream video ads such as those appearing before, during, or after digital video content in a video player (pre-roll, mid-roll, or post-roll video ads) and video overlays; includes social network in-stream video ads and outstream video ads, such as native, in-feed (including video ads in the Facebook Feed and X's Promoted Posts), in-article, in-banner, and interstitial video ads. These figures represent net mobile advertising revenues after companies pay traffic acquisition costs to partner sites. Revenues for publishers (such as Pandora, Facebook, or X) may come from inventory purchased via ad networks. Rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads. All numbers are EMARKETER estimates.
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