US Digital Advertising Market Report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Digital Advertising market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
For the purposes of this Report, digital advertising includes:
- internet delivered ads in digital video
- banners (including static, active, interactive, and video ads)
- social media
Audioonly ads (ie internet radio) are excluded as they are covered in Mintel’s Internet Radio – US, October 2016 and the upcoming Internet Radio – US, October 2018. Search and e-mail ads are also excluded from the Report.
What you need to know
Sales of desktop and mobile banner and video ads have grown dramatically over the years, rising from $10.7 billion in 2013 to $39.3 billion in 2017. However, 2018 is the last year in which sales growth is expected to remain around or exceed 20%. This is likely because access to WiFi and smartphone ownership has nearly peaked. Another contributing factor is the need to maintain budgets in broadcast media in spite of its declining size, due to the perception of its greater impact on viewers, a subject explored in the qualitative panel for this Report. Important trends and findings include:
- Social and mobile remain the areas seeing the fastest growth in ad buys, with mobile video skyrocketing from $1.7 billion in 2015 to $6.2 billion in 2017.
- Mobile video is likely to continue making strong gains as a result of increased cord cutting and increased usage of streaming services with no ad placement.
- Several years after “SoLoMo” (social local mobile) became a buzzword, some demographics are still hungry for local mobile ads.
- Ad buys in social media are supported by social media users’ more extensive engagement with ads.
This Report is designed to help ad buyers, sellers, and creatives create optimized digital campaigns via both a quantitative analysis surrounding product categories and ad platforms and a qualitative survey regarding the memorability and impact of digital ads.
Expert analysis from a specialist in the field
Written by Billy Hulkower, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Sales of desktop and mobile banner and video ads have grown dramatically over the years, rising from $10.7 billion in 2013 to $39.3 billion in 2017. However, 2018 is the last year in which sales growth is expected to remain around or exceed 20%. This is likely because access to WiFi and smartphone ownership has nearly peaked. Another contributing factor is the need to maintain budgets in broadcast media in spite of its declining size, due to the perception of its greater impact on viewers, a subject explored in the qualitative panel for this Report.
Senior Technology Analyst
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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