Executive Summary

The US retail industry will increase its digital ad spending by 19.1% to $28.33 billion in 2019. Retail ad spending growth is in line with the growth of total US digital ad spend. Retail is the largest ad spending vertical we cover, and it is growing at the same rate as total US ad spending.

What is retail’s share of total US digital ad spend?

We anticipate that retail will account for 21.9% of total US digital ad spend in 2019 and 2020.

Which digital ad format is growing the fastest?

Search is the fastest-growing digital ad format for retail advertisers. In 2019, US retail search ad spend will increase 22.5% to $13.12 billion.

How much will retail advertisers spend on mobile?

Retail advertisers will spend $19.41 billion on mobile in 2019, up 22.9% over the previous year.

WHAT’S IN THIS REPORT? This report includes our annual breakdown of US retail industry digital ad spending. It includes a comprehensive overview of total digital ad spending, as well as estimates by channel, device and format.

KEY STAT: The US retail industry will increase its digital ad spending by 19.1% to $28.33 billion in 2019.

authors

Ross Benes

Contributors

Andrew Lipsman
Principal Analyst
Peter Vahle
Researcher
Amy Rotondo
Senior Researcher
Oscar Orozco
Senior Forecasting Analyst