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U.S. digital advertising industry - statistics & facts

Thanks to rising internet penetration rates and the ever-expanding popularity of digital platforms around the world, digital advertising has grown to become one of the most important forms of advertising. Nearly 356 billion U.S. dollars were spent on digital advertising in 2020. This figure is forecast to increase at a rapid pace in the upcoming years. According to the latest projections, digital advertising revenue will amount to 460 billion U.S. dollars by 2024.

Overview of the U.S. market

The United States is the largest digital advertising market in the world, as the country had the highest revenue in the digital advertising market in 2020 – an estimated 137 billion U.S. dollars. About four out of ten dollars invested in ads in the country were devoted to digital advertising. Digital advertising spending in the U.S. is projected to grow in the next few years, as sources expect the total spending on digital advertising to reach nearly 153 billion U.S. dollars by 2024. In terms of industries, the retail industry invests the most on digital advertising in the country. As of 2019, this particular industry accounted for 22 percent of all digital advertising spending in the U.S. The automotive and the financial services industries held about 12 percent of the share, respectively.

Digital ad formats

Search advertising is the most profitable and most promising digital ad format in the U.S., accounting for the majority of all digital advertising revenue generated in the country. Considering that search advertising is one of the major revenue streams for digital advertisers, it is no surprise that Google, the leading search engine in the world, has by far the highest net digital advertising revenue amongst online companies in the U.S., with healthy growth projections for the future. While Google generated about 147 billion U.S. dollars in revenue through its digital advertising channels, Facebook’s digital revenue stood at 84 billion U.S. dollars. Nonetheless, Facebook leads the display advertising market in the United States, leaving Google and other competitors behind.

Mobile advertising

Smartphones became the chosen devices for digital advertisers in the United States in 2018, when mobile advertising spending for the outperformed desktop for the first time. Since then, the focus on mobile only has visibly increased. In 2020, mobile advertising accounted for 61 of total digital ad spend in the U.S. Advertisers have numerous reasons to prefer mobile devices to regular PCs, one of them being the lower penetration rate of ad blockers on smartphones and tablets. In mid-2020, ad blockers were detected in 18 percent of tested desktop sessions versus only seven percent of session on mobile devices. The two most invested-in mobile ad formats are social media and search ad, the former attracting an ad spend of over 33 billion U.S. dollars and surpassing the latter by less than a billion.

Interesting statistics

In the following 7 chapters, you will quickly find the 44 most important statistics relating to "Digital advertising in the U.S.".


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