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  • 84 Notable Advertising Statistics: 2019 Market Analysis & Data

84 Notable Advertising Statistics: 2019 Market Analysis & Data

Category: B2B News

The advertising industry is probably one of, if not the, most frequently disrupted industries in the world. From its infancy in ancient civilizations to its modern form today, it has undergone a ton of paradigm shifts. Most of us have lived enough when television, radio, and print were the perfect trifecta. Advertisers and agencies favored their broad scope in the past. However, digital advertising is eating up market shares from traditional advertising today. Advertisers favor the accuracy in targeting and the real-time ability to gather data from digital media. In this article, we have compiled notable advertising statistics to help you become more updated on the field today and its possibilities in the future. 

advertising statistics

Global Advertising Statistics

The global advertising industry is changing. The old continues its exit. The new is expanding its territory. Digital technology revolutionizes the way brands and consumers connect throughout the world. In this section, we have compiled notable global advertising industry statistics to place the US market in a larger context. 

  • 105 global companies that spent more than $1 billion in 2017 (Ad Age)
  • Global ad spending will rise by 4.3% to more than $616 billion, 2019 (WARC)
  • 35.9% of global ad dollars were spent in North America, 2019 (WARC)
  • 38% of ad trade value in purchasing power parity (PPP) came from Asia, the region with the largest share (WARC)
  • 54% of total US media spend went to the internet (WARC)
  • 24% of global ad spend is focused on the United States (WARC)
  • South Korea’s Samsung is the world’s largest advertising spending $11.2 billion in 2017 (Ad Age)
  • Top ad market by PPP value is the United States with around $190,450,500 in 2017 (WARC)
  • China is the second-biggest ad market by PPP with around $147,642,800 in 2017 (WARC)
  • The advertising market in China experienced growth of 181.7% from 2008 to 2017 (WARC)
  • Asia-Pacific is poised to be the top advertising market in 2020 (eMarketer)

Global Advertising Statistics

February 2019

38%

of ad trade value in PPP came from Asia

35.9%

of global ad dollars were spent in North America

24%

of global ad dollars focused in the United States

Source: World Advertising Research Center

Designed by

Advertising remains to be a powerful industry. Ad spending is still on the rise because of the influx of new companies and technologies. For now, the top market still remains to be the United States when using purchasing power parity (PPP) value as the benchmark. However, the Asia-Pacific region is catching up and is likely to take the top spot in the next two years. Therefore, expect more advertising competition if you do business in the Asia-Pacific region. 

Traditional Advertising Statistics

The digital advertising market share has surely eaten up parts of the traditional platforms globally. However, traditional platforms have not gone away though. We can still see out-of-home advertisements in major thoroughfares and in populated intersections. In fact, television is still the preferred outlet for news considering the proliferation of fake news on digital platforms. In this advertising report, you will see that traditional media is taking a dip but make no mistake about it. It is not likely to disappear completely. 

  • 53.3% of global advertising dollars have been spent on traditional media (WARC)
  • Television still remains to be the largest worldwide media channel with a share of 33.5% of adspend (WARC)
  • The market shares of television registered a dip of 1.7pp (percentage points) in 2018 (WARC)
  • Instagram will have more users at 113.3 million than print readers at 112.7 million in 2019 (eMarketer)
  • Print dipped by 1.5pp in 2018 to 10.6% adspend share (WARC)
  • The market share of print media is expected to dip more by 1.1pp in 2019 to 9.5% (WARC)
  • 49% of US adults get news on television in July-August of 2018 (Pew Research)
  • 20% of US adults get news from social media in July-August of 2018 (Pew Research)
  • Only 16% of US adults get news from print in July-August of 2018 (Pew Research)
  • Out-of-home (outdoor) advertising dipped by 0.1pp to 6.2% in 2018 (WARC)
  • Cinema advertising’s share stayed at 0.7% in 2018 (WARC)
  • Radio adspend share was down by 0.2pp to 5.5% (WARC)
  • Advertising on directories like Yellow Pages will drop by 19% this year in the US (eMarketer)
  • Ad spending on television will decrease by 2.2% to just $70.83 billion in the US thanks to the lack of big events like elections and the World Cup (eMarketer)
  • Total traditional ad spending share in the US will decrease to 45.8% in 2019 (eMarketer)

Globally, television is still king even though the digital advertising market size is catching up. Savvy marketers and advertisers still espouse an integrated marketing communications paradigm. As a result, advertisers will still spread out to their spendings on different channels to maximize reach. Traditional advertising’s problem has always been the lack of preferred accuracy in measurement and audience targeting. If you are part of a big company that wishes to penetrate new regions using some traditional advertising platforms, you should consider partnering up with local advertising agencies that are in tune with their local markets. 

state of traditional media

Digital Advertising Statistics

Digital advertising covers many mediums from product placements in online videos to PPC platforms. Programmatic trading was raking in much of the digital ad spending globally. But display ads are not really the best way to market your brand. This is especially so as pop-ups are intrusive and irritating. The digital advertising market share has grown and is expected to grow more. Below, we compiled recent advertising data to update you about the shape of advertising today. 

  • 65.3% of global online ad investment was from programmatic trading (WARC)
  • Businesses make an average of $2 per $1 spent on Google Ads (WordStream)
  • Paid search ads can increase awareness of a brand by 80% (SEO tribunal)
  • Google is the top company when ranked by US net digital ad revenue share with 37.2% in 2019 (eMarketer)
  • The net digital ad revenue share of Google in the US dropped from 38.2% in 2018 (eMarketer)
  • Average cost per action (CPA) is $48.96 for search and $75.51 for display ads on Google Ads (SEO tribunal)
  • Advertising makes up around 97% of Google’s total revenue (SEO tribunal)
  • The average cost per click (CPC) is $2.69 in Google Ads search network (SEO tribunal)
  • Average CPC is $0.63 in Google Ads display network (SEO tribunal)
  • Facebook is the second-ranked company with a share of 21.8% in 2018 and 22.1% in 2019 (eMarketer)
  • Only 9.8% of Facebook users are in the US in 2019 (eMarketer)
  • 4 out of 10 Facebook users are in the Asia-Pacific region (eMarketer)
  • Amazon’s revenue share is 8.8% in 2019 (eMarketer)
  • Microsoft (plus Linkedin) got 3.8% of ad revenue in 2019 (eMarketer)
  • Amazon’s US ad business is estimated to grow by 50% this year (eMarketer)
  • 43% of new customers make their first purchase after seeing a product in a YouTube ad (SEO tribunal)
  • Video ads are clicked 73% more often than banners (SEO tribunal)
  • Consumers are blind to 92% of online ads (SEO tribunal)
  • In 2015, 54% of users don’t trust banner ads and they don’t click on them (SEO tribunal)
  • 38% of US adults have installed an adblocker in 2017 (Forrester)
  • 50% of US adults actively avoid website ads (Forrester)

Google thrives even as digital advertisers falter

97%

of Google's total ad revenue came from digital adverts (2019)

38%

of US adults have installed ad blockers (2017)

50%

of US adults actively avoid website ads (2017)

54%

of users don't trust banner ads and don't click on them (2015)

Sources: eMarketer, Forrester, SEO Tribunal

Designed by

Banner ads and pop-ups are maybe the worst types of online ads. They can be a bit shady especially when they do not fit in the context of the content you are reading. There are many misleading advertising tricks that when found by customers will cause them to hate your brand. Therefore, advertisers are looking for more engaging ways to market their brands digitally.

Mobile Advertising Statistics

The mobile advertising market size is continuing to rise. Online searches come more and more from mobile devices. As consumers move towards this medium, advertisers have done so as well. Here are some notable mobile advertising data and statistics.  

  • Around 69% of digital consumption is on mobile devices (Comscore)
  • 36.2% yearly increase in mobile advertising investments in the US to $49.9 billion (WARC)
  • Mobile advertising will account for two-thirds of digital ad spending at $87.06 billion in 2019 (eMarketer)
  • Ad expenditure on mobile media reached the amount of $153.3 per capita (WARC)
  • 53% of all paid clicks come from mobile devices (SEO Tribunal)
  • Around 36% of mobile searches are local in nature (SEO tribunal)
  • Mobile search ads can increase brand awareness by 46% (SEO tribunal)
  • 70% of mobile searchers call businesses via Google Search (SEO tribunal)
  • 50% of mobile searchers are frustrated with the lack of call options (SEO tribunal)
  • Mobile increased its share of global adspend by around 4.0pp to 23% in 2018 (WARC)
  • Mobile is expected to increase its share of global adspend by 3.9pp to 26.9% in 2019 (WARC)
  • 47% of US adults actively avoid in-app ads in 2017 (Forrester)

Mobile advertising is just picking up but analysts expect its continued rise globally and in the US. Marketers and advertisers though have to be careful with how they use it though. Many times ads can get very annoying and interruptive. You don’t want to associate your brand with that feeling. Some of us probably have boycotted a company for being annoying. You wouldn’t want that happening with your brand. 

mobile advertising facts

Future of Advertising Statistics

So, where does advertising practice go from this juncture? It is easy to say right now that it is going to be more digital. But again, traditional media is not likely to just disappear. There is still a difference between holding an actual newspaper or report than with reading it online. We still go out of our homes and outdoor advertising is still there. Here are some predictions about the shape of advertising to come. 

  • There were 249,600 jobs for advertising, promotions, and marketing managers in 2016 (BLS)
  • Jobs in the period of 2016-2026 will grow by 10% with an employment change of 23,800 (BLS)
  • The digital marketing software market size is expected to reach $105.28 in 2025 (Grand View Research)
  • Advertising & marketing teams are converging with 59% sharing a common budget (Salesforce)
  • Marketing & advertising teams are converging with 61% collaborate on technology adoption (Salesforce)
  • 23% of companies rely on agencies for their display ads (Salesforce)
  • Only 21% use data management platform for less than a year (Salesforce)
  • 91% of advertisers have or plan to use a data management platform (Salesforce)
  • 59% of companies rely on internal staff for Facebook and Instagram adspend (Salesforce)
  • 57% of companies rely on internal staff for Google adspend (Salesforce)
  • In 2018, advertisers use an average of 5.4 data sources (Salesforce)
  • Advertisers are planning to use an average of 6.2 data sources in 2020 (Salesforce)
  • 94% of advertisers use CRM-based data (Salesforce)
  • 95% of advertisers use demographic data (Salesforce)
  • Second-party data use among advertisers will grow by 26% in the next two years (Salesforce)
  • Third-party data use among advertisers will grow by 30% in the next two years (Salesforce)
  • 65% of companies increased video advertising (Salesforce)
  • Total digital ad spending in the US will increase by 19% to $129.34 billion in 2019 (eMarketer)
  • Digital ad spending will comprise 54.2% of estimated total ad spending in the US this 2019 (eMarketer)
  • It is expected that social ad spending will grow to account for 54% of TV ad spending (eMarketer)
  • Mobile video has been projected to grow by an annual average of 13% from 2017 to 2020 (marketing charts)
  • “Wired” (non-mobile) video advertising is expected to decrease with a compound annual rate of 1.5% from 2017-2022 (marketing charts)
  • Video game advertising is expected to reach $111 by 2020 (marketing charts)
  • The online advertising market is projected to have a 10.2% CAGR from 2019 to 2024 (Research and Markets)
  • Podcast advertising spending is estimated to reach $369 million this year and will increase to $747 in 2022 (Research and Markets)

The Shape of Advertising to Come

Key Future Projections

91%

of advertisers have or plan to use data management software (2019)

54.2%

share of digital ad in total ad spending in the US (2019)

30%

The use of third-party data will increase by 30% in the next two years (2019-next two years)

Sources: Salesforce, eMarketer

Designed by

As the advertising market will increase, jobs will be created. Also, advertising and marketing are converging even further. As a result, more complex workflows arise. Therefore, the market will need insightful and technology-savvy professionals to support the demand for connecting brands and consumers. Attention is still a valuable commodity. Advertisers are most likely going to fight for it more on online and mobile advertising platforms with a mix of traditional media as well. Furthermore, we should expect the rise of other media in a hybrid format. Podcasts mix the attraction of radio with a digital platform. Advertisers should consider placements and sponsorships as this medium gets popular.

Some Insights into the Future

From what we can see now, digital advertising and mobile advertising, and in particular, are on the rise. As a result, technologies like mobile marketing software are in demand. However, experts warn us that just putting ads up is not enough. Audiences appreciate engaging ads and are averse to interruptions. Therefore, advertisers should partner up with publishers with content relatable to their brands. This could mean placements in podcasts and other influencers. 

Still, it can be wise to set aside some budget for big-name influencers with millions of followers. But, you can also choose to target relatable nano-influencers or those with just thousands of followers for paid social media advertising. This is a form of niche advertising. As a result, messages will reach their intended audiences with higher accuracy.  

As eMarketer suggested, big-name influencers may even have fake followers. In addition, their reach might be too broad as well as their content. If you sell a highly-specialized product or service, they might not be the best choice. Therefore, you should consider advertising with nano-influencers with loyal fanbases. 

The time is ripe to scout for nano-influencers. These nano-influencers exist in many forms from social media personalities to podcasters. These could be websites with an affiliate advertising core

Of course, “traditional” online advertising can also help you expand your reach, especially with search advertising. However, you are to round this out with an engaging social presence. However, both of them are totally different beasts. Clearly, search advertising is a pull-type of advertising while social media can be both pull audiences and push your brand actively to them. Therefore, your social media staff is expected to manage complex balancing acts in social networks. Most importantly, they should know what the right messages are, the best times to post on social media and the types of audiences you have.

Social networks are pretty dynamic. Also, interactions happen in real-time. Certainly, you will find it hard to switch between different platforms and engage different kinds of audiences at once. It is good to remember that social media management software can help you this. 

Whether you are an agency or are part of the advertising or marketing team of your company, the next two years will likely set off new practices and challenges. Experts tell us that technology will be a big part of this change. Therefore, finding the right technology is key in today’s markets. You may still employ traditional media as your market requires. However, going online shouldn’t just be on your horizon. It should have been there years ago. 

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. No stranger to small business hiccups and drama, having been involved in a few internet startups. Prior to his for-profit ventures, he has had managed corporate communications for a Kansas City-based Children International unit.

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