US Display Ad Spending 2022

Video’s in the Driver’s Seat. Now What?

Report by Evelyn Mitchell  | May 24, 2022
Download
Report
The One-Pager
Deck
Spreadsheet
Share
Table of Contents
Executive Summary
Key Points
Display Ad Spending Outlook: Breaking It Down by Format, Device, and Transaction Method
Growth Drivers: Video Is a Force to Be Reckoned With
Potential Disruptors: What’s Worth the Buzz?
Read Next
Sources
Media Gallery
About This Report
US advertisers are dedicating more of their display budgets to digital video as social video and CTV advertising climb to new heights.
Topics
Digital Display Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Display Ad Spending Outlook: Breaking It Down by Format, Device, and Transaction Method
Growth Drivers: Video Is a Force to Be Reckoned With
Potential Disruptors: What’s Worth the Buzz?
Read Next
Sources
Media Gallery

Executive Summary

Chief among digital advertising formats, display will account for well over half of all US digital ad spending this year, marching steadily toward the 60% milestone. Video drives most of that growth, as advertisers ramp up spend in social video and connected TV (CTV).

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will US advertisers spend on display this year?
  2. How does display ad spending break down by format, device, and transaction method?
  3. Which emerging trends will be most influential in the display advertising marketplace this year?

WHAT’S IN THIS REPORT? Our latest display ad spending forecast for the US, along with analysis of major growth drivers and potential disruptors that will influence display ad spending in the next year.

US Display Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)
E-Mail ChartDownload

KEY STAT: After record-breaking growth in 2021, display ad spending will increase by 20.9% to $143.55 billion in 2022.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

13charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Display Ad Spending Outlook: Breaking It Down by Format, Device, and Transaction Method
  1. Growth Drivers: Video Is a Force to Be Reckoned With
  2. Potential Disruptors: What’s Worth the Buzz?
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Display Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)How Has Our US Display Ad Spending Forecast Changed? (billions, 2019-2026)
US Digital Ad Spending Share, by Format, 2019-2026 (% of total digital ad spending)US Display Ad Spending Share, by Format, 2019-2026 (% of total display ad spending)
How Has Our US Digital Video Ad Spending Forecast Changed? (billions, 2019-2026)US Display Ad Spending Share, by Device, 2019-2026 (% of total display ad spending)
US Video Ad Spending, by Device, 2019-2026 (% of total video ad spending)US Programmatic Ad Spending Share, by Device, 2019-2023 (% of digital display ad spending)
US Social Network Video Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)US TikTok Net Ad Revenues, 2021-2024 (billions, % change, and % of digital ad spending)
Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)US Connected TV (CTV) Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)
Ad Formats that US Consumer Goods Advertisers Have Bought via Retail Media Networks, Nov 2021 (% of respondents)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PPTX

 

 

 

 

 

 

 

 

 

 

 

 

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Evelyn Mitchell

Contributors

Ross Benes
Senior Analyst
Chuck Rawlings
Senior Researcher
Lauren Ruhlen
Researcher
Paul Verna
Principal Analyst

Latest Reports

Canada Digital Ad Spending by Industry 2024
Report
Canada Digital Ad Spending by Industry 2024
Affiliate Marketing 2024
Report
Affiliate Marketing 2024
How CMOs Are Maximizing ROI
Report
How CMOs Are Maximizing ROI
7 Charts That Define Digital Markets in 2024 and Beyond
Report
7 Charts That Define Digital Markets in 2024 and Beyond
US Retail Technology 2024
Report
US Retail Technology 2024
Gen Z Path to Purchase 2024
Report
Gen Z Path to Purchase 2024
Worldwide Retail Ecommerce Forecast 2024 Midyear Update
Report
Worldwide Retail Ecommerce Forecast 2024 Midyear Update
Western Europe Ecommerce Forecast 2024
Report
Western Europe Ecommerce Forecast 2024
The Retail Media Opportunity
Report
The Retail Media Opportunity
Generational Differences in Patients’ Health Journeys
Report
Generational Differences in Patients’ Health Journeys
In-Store Digital Payment and Checkout Trends
Report
In-Store Digital Payment and Checkout Trends
Infopack: Apparel 2024​
Report
Infopack: Apparel 2024​
Mass Affluent Consumer Banking
Report
Mass Affluent Consumer Banking
Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
Report
Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
Western Europe TikTok Marketing 2024
Report
Western Europe TikTok Marketing 2024

Popular on EMARKETER

7 Charts That Define Digital Markets in 2024 and Beyond
Report
7 Charts That Define Digital Markets in 2024 and Beyond
Amazon Prime Video lands 50 new advertisers for Thursday Night Football
Article
Amazon Prime Video lands 50 new advertisers for Thursday Night Football
4 factors supercharging ad spend the rest of 2024
Article
4 factors supercharging ad spend the rest of 2024
Harris and Trump use debate to reinforce highly targeted ad buys
Article
Harris and Trump use debate to reinforce highly targeted ad buys
5 charts on Netflix’s ad progress: Growth, viewership, Gen Z penetration
Article
5 charts on Netflix’s ad progress: Growth, viewership, Gen Z penetration
Fubo’s new ad format leans into CTV interactivity
Article
Fubo’s new ad format leans into CTV interactivity
How CMOs Are Maximizing ROI
Report
How CMOs Are Maximizing ROI
3 CTV ad challenges: Addressing fragmentation, subscriber preferences, and measurement hurdles
Article
3 CTV ad challenges: Addressing fragmentation, subscriber preferences, and measurement hurdles
Affiliate Marketing 2024
Report
Affiliate Marketing 2024
How consumers plan to save money during the holidays
Article
How consumers plan to save money during the holidays
Marketers are not representative of the average consumer, report reveals
Article
Marketers are not representative of the average consumer, report reveals
Amazon and Walmart are search advertising’s growth engines
Article
Amazon and Walmart are search advertising’s growth engines
Gen Z is more likely than millennials to make online purchases from creators
Article
Gen Z is more likely than millennials to make online purchases from creators
US Retail Technology 2024
Report
US Retail Technology 2024
YouTube expands pause ads to smart TVs
Article
YouTube expands pause ads to smart TVs

Latest Forecasts

Travel Media Network
Forecasts
Travel Media Network
Digital Audio Revenue, US
Forecasts
Digital Audio Revenue, US
Spotify, Canada
Forecasts
Spotify, Canada
B2B Ad Spending, US
Forecasts
B2B Ad Spending, US
B2B Ad Spending, Australia
Forecasts
B2B Ad Spending, Australia
B2B Digital Ad Spending, Brazil
Forecasts
B2B Digital Ad Spending, Brazil
B2B Ad Spending, Canada
Forecasts
B2B Ad Spending, Canada
B2B Ad Spending, China
Forecasts
B2B Ad Spending, China
B2B Ad Spending, France
Forecasts
B2B Ad Spending, France
B2B Ad Spending, Germany
Forecasts
B2B Ad Spending, Germany
B2B Ad Spending, India
Forecasts
B2B Ad Spending, India
B2B Ad Spending, Japan
Forecasts
B2B Ad Spending, Japan
B2B Ad Spending, Mexico
Forecasts
B2B Ad Spending, Mexico
B2B Ad Spending, South Korea
Forecasts
B2B Ad Spending, South Korea
B2B Ad Spending, UK
Forecasts
B2B Ad Spending, UK

"Behind the Numbers" Podcast

The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are adopting the fastest, and more
Audio
The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are ...
The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
Audio
The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the future, and more
Audio
The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the ...
The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, and more
Audio
The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, ...
Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how they can succeed
Audio
Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how ...
The Banking & Payments Show: Financial Media Networks
Audio
The Banking & Payments Show: Financial Media Networks
The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
Audio
The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ones, and more
Audio
The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ...
The Daily: What AI should (and shouldn’t) be allowed to do in healthcare
Audio
The Daily: What AI should (and shouldn’t) be allowed to do in healthcare
Reimagining Retail: What will impact this year’s 2024 holiday sales and why in-store shopping will be a priority
Audio
Reimagining Retail: What will impact this year’s 2024 holiday sales and why in-store shopping will ...
The Daily: Why OOH advertising is making a comeback, the potential of OOH CTV ads, and more
Audio
The Daily: Why OOH advertising is making a comeback, the potential of OOH CTV ads, and more
The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping into consumer ‘modes’, and more
Audio
The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping ...
The Daily: The relationship between where people spend their media time and the ad dollars that are trying to reach them
Audio
The Daily: The relationship between where people spend their media time and the ad dollars that are ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (August)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (August)
The Daily: Why CMOs tenure is falling, the main ways the role is changing, and how GenAI is helping them work
Audio
The Daily: Why CMOs tenure is falling, the main ways the role is changing, and how GenAI is helping ...