US Digital Ad Spending Will Surpass Traditional in 2019
eMarketer Editors | eMarketer | February 19, 2019
This year will mark a major milestone in the world of advertising. For the first time, digital ad spending in the US will exceed traditional ad spending, according to eMarketer’s latest forecast. By 2023, digital will surpass two-thirds of total media spending.
Digital Ad Spending
Total digital ad spending in the US will grow 19% to $129.34 billion this year—54.2% of estimated total US ad spending. And mobile will continue its dominance, accounting for more than two-thirds of digital ad spending, at $87.06 billion this year.
Also for the first time, the combined share of the duopoly (Google and Facebook) will drop, even as their revenues grow.
The big winner this year will be No. 3 player Amazon, which continues to take share from just about everyone. Its US ad business will grow more than 50% this year and its share of the US digital ad market will swell to 8.8% this year.