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Rising Internet Penetration Coupled with Introduction of Innovative Advertising Formats Leads to Skewed Budget for Digital Ads in the US: Ken Research
November 2019

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US Online Advertising Market: - “Digital advertising expenditure is expected to surpass traditional advertising in the US in 2019 owing to the exponential growth of mobile advertising due to the rising social media usage and smartphone penetration in the country.”

Analysts at Ken Research in their latest publication US Online Advertising Market Outlook To 2025” believe that the introduction of 5G internet technology, new advertising formats, adoption of the latest technologies such as Artificial Intelligence, Augmented & Virtual Reality, and growth of digital advertising by e-retailers are going to drive the US Online Advertising Marketspace in the future. The market is expected to register a double-digit positive CAGR of 13.3% in terms of advertisement expenditure during the forecast period of 2018–2025F.

Well-Developed Internet Infrastructure: The US has an efficient internet infrastructure with the fixed connection internet speed being recorded at 124.39 Mbps in 2018, which is 9th fastest globally. The average mobile internet speed was recorded to be 32.01 Mbps in 2018. The internet penetration in the country also reached approximately 95.0% of the total population in 2018. The excellent internet infrastructure has made the experience of using the internet smoother and has resulted in a rising shift towards using mobile phones for varied activities such as shopping, financial services, travel, and other bookings, accessing social media and more. Advertisers were quick to respond to this change and have increased their digital advertising expenditure substantially in recent years.

Creative Ad Formats and Leveraging Consumer Data: The digital advertising market, especially mobile advertising, grew exponentially over the period 2013-2018 largely due to the introduction of a plethora of new ad formats such as social stories or 10 seconds video ads, responsive Google ads, influencer marketing, audio advertising, geo-fencing, e-commerce advertising and more. These new types of advertisements have led to advertisers increasing their digital advertising expenditure to grab more eyeballs. Advertisers are also capitalizing on the vast consumer data available along with advancements in technologies such as Artificial Intelligence to improve targeting of the ads and convert searches into purchases.

Spurring Social Media Usage: Social media has experienced robust growth over the review period with the number of social media users reaching 230 million in 2018, accounting for 70.0% of the total population. The number of social media users on mobile reached 61.0% of the total population. An average American spent around 2 hours using social media on an everyday basis in 2018 and is exposed to thousands of ads across all social media platforms. The spurring social media usage, as well as the rise of new platforms such as Snapchat, TikTok among others, has been one of the key catalysts for the growth of digital advertising in the country.

Key Segments Covered:-

By Type (On the Basis of Ad Expenditure)

Digital Advertising Market

Traditional Advertising Market

By Medium (On the Basis of Ad Expenditure)

Desktop Advertising

Mobile Advertising

By Type of Advertisement (On the Basis of Ad Expenditure)

Search Advertising

Social Media Advertising

Display Advertising

Video Advertising

Audio Advertising

Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)

By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)

Social Media Advertising

Facebook

Instagram

Others

Search Advertising

Google

Yahoo & Bing

Amazon

Others

Video Advertising

YouTube

Others

Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure),

2013-2018

Social Media Advertising

Mobile

Desktop

Video Advertising

Mobile

Desktop

Search Advertising

Mobile

Desktop

Audio Advertising

Mobile

Desktop

Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)

Mobile

Desktop

By Sectors (On the Basis of Ad Expenditure)

Retail

Automotive

Financial Services

Telecommunications

Leisure Travel

Consumer Packaged Goods

Electronics & Computers

Pharmaceuticals/Healthcare

Media

Entertainment

Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)

By Ad-Buyers (On the Basis of Ad Expenditure)

Direct

Ad Agencies

By Pricing Model (On the Basis of Ad Expenditure)

Performance

Cost Per Mile

Hybrid

Key Target Audience:-

Advertising Agencies

Social Networking Platforms

End User Industries Investing in Digital Advertising

Regulatory Bodies and Government Agencies

Investors

Time Period Captured in the Report:-

Historical Period: 2013-2018

Forecast Period: 2019-2025

Companies Covered in US Online Advertising Market:-

Major Ad Agencies

WPP

Interpublic Group of Companies

Publicis Groupe

Omnicom Group

Dentsu Inc.

Major Online Platforms

Google (including YouTube)

Facebook (including Instagram)

Amazon

Microsoft (including LinkedIn)

Verizon Media

Key Topics Covered in the Report:-

US Internet Advertising Market

Advertising Industry US

Advertising Market US

US digital advertising Market Growth

US Mobile Advertising Market Share

Online Advertisement Spending in the US

US Cost Per Action Advertising Market

US Online Healthcare Advertising Market

US Direct Advertising market Players

Retail advertising market US

Telecommunications advertising market US

Media and Entertainment ads Market Share

US Traditional Advertising Market

To Know More, Click On The Link Below:-

US Online Advertising Market

Related Reports by Ken Research:-

Russia Online Advertising Market Outlook To 2023 By Medium (Desktop And Mobile), By Type Of Online Advertisement Buying And Selling (Non-Programmatic And Programmatic), By Type Of Online Advertisement (Performance And Branding), By Sector (Retail And E-Commerce, FMCG, Electronics, Automotive, Finance, Pharmaceuticals, Travel, Real Estate And Others)

Taiwan Online Advertisement Outlook To 2023 - By Medium (Desktop And Mobile), Type (Display, Video, Search, Buzz / Content And Others), By Sectors (FMCG, Healthcare, Entertainment & Media, Finance And Financial Insurance, E-Commerce And Others), And By Cost Model (CPC, CPM And CPA)

Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications
Ankur@kenresearch.com

+91-9015378249



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