US Digital Ad Spending by Industry 2022

Modest Growth Across the Board as Spending Patterns Converge

Report by Ethan Cramer-Flood  | Aug 29, 2022
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Table of Contents
Executive Summary
Key Points
After Two Wild Years, a Return to Lower Growth and Stable Ad Spend for Most Industries
Industry Ad Spending by Device Settling Into Stable Mobile vs. Nonmobile Split
Most Industries Prefer Display Advertising, Which Continues to Gain Share Every Year
What Does This Forecast Mean for Marketers?
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About This Report
After two years of dramatic highs and lows for various industries, digital ad spending growth rates will settle into relatively similar patterns for the 10 industries we track. However, aggregate spending will remain vastly different.
Topics
Digital Advertising
Digital Ad Spending
United States
Table of Contents
Executive Summary
Key Points
After Two Wild Years, a Return to Lower Growth and Stable Ad Spend for Most Industries
Industry Ad Spending by Device Settling Into Stable Mobile vs. Nonmobile Split
Most Industries Prefer Display Advertising, Which Continues to Gain Share Every Year
What Does This Forecast Mean for Marketers?
Read Next
Sources
Media Gallery

Executive Summary

The 10 industries we track will produce digital ad spending growth at rates more closely bunched together than during either of the past two years. Many differences remain, however, in terms of spending scale and preferences between mobile, search, and display.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Which industries will spend the most on digital advertising this year, and which the least?
  2. Which industries will grow their digital ad spending the fastest, and which will grow spending only marginally?
  3. How will industries divide up their digital ad budgets between mobile and nonmobile and between search and display?

WHAT’S IN THIS REPORT? Our latest forecasts for US digital ad spending across 10 industries: automotive, computing products and consumer electronics, CPG, entertainment, financial services, healthcare and pharma, media, retail, telecom, and travel.

US Digital Ad Spending Growth, by Industry, 2022 (% change)
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KEY STAT: Only one industry—retail—will exceed 23% growth in digital ad spending this year, after each grew by more than that in 2021. However, most industries will still grow spending faster than they did in 2020.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. After Two Wild Years, a Return to Lower Growth and Stable Ad Spend for Most Industries
  1. Industry Ad Spending by Device Settling Into Stable Mobile vs. Nonmobile Split
  2. Most Industries Prefer Display Advertising, Which Continues to Gain Share Every Year
  3. What Does This Forecast Mean for Marketers?
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

US Digital Ad Spending Growth, by Industry, 2022 (% change)US Digital Ad Spending, 2019-2024 (billions and % change)
US Digital Ad Spending, by Industry, 2021-2024 (billions)US Digital Ad Spending Share, by Industry, 2021-2024 (% of total digital ad spending)
US Mobile Ad Spending, by Industry, 2022 (billions, % change, % of industry digital ad spending, and % of total mobile ad spending)US Nonmobile Digital Ad Spending, by Industry, 2022 (billions, % change, % of industry digital ad spending, and % of total nonmobile ad spending)
US Digital Ad Spending Share, by Format, 2019-2026 (% of total digital ad spending)US Nonmobile Ad Spending, by Industry, 2021 (billions, % change, % of industry digital ad spending, and % of total nonmobile ad spending)
US Display Ad Spending, by Industry, 2022 (billions, % change, % of industry digital ad spending, and % of total display ad spending)US Video Ad Spending, by Industry, 2022 (billions, % change, and % of total display ad spending)

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authors

Ethan Cramer-Flood

Contributors

Zach Goldner
Junior Forecasting Analyst
Oscar Orozco
Director, Forecasting
Lisa Phillips
Principal Analyst, Digital Health
Paul Verna
Principal Analyst