US digital display ad spending will exceed search ad spending for the first time ever this year. To be precise, display ad spend will account for 47.9% of US digital ad spend — that’s about $32.17 billion.
Growth of Display Ad Formats
The Display category consists of ad formats such as video, rich media, sponsorships, and banners among others. The biggest slice of advertisers’ budget will go towards “Banners and others” types of ad formats, including native and social media ads. Video ad spending will also see a slight but steady increase and is expected to reach $14.77 billion in 2019, according to figures from eMarketer.
Rich Media is another format that will see an increase in usage this year, driven by growth in the adoption of “out of stream” and in-feed video ad formats.
Desktop vs Mobile
2015 was the year mobile surpassed desktop in digital ad spend. This trend will continue and is expected to take 70% of total digital ad spend by 2019. Search and display ads dominate on mobile devices and together they make up 95.5% of mobile ad spend.
These figures represent changes in the US market, but they offer us a glimpse of what will happen in Europe in the near future.
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