The Majority Of Advertising Dollars Are Now Being Spent Online

The Briefing

  • In the last decade, digital ad spend in the U.S. has surged

  • It’s estimated by GroupM that 49% of ad spend will have taken place online this year, but in 2021 that portion will surge to 54%

  • U.S. spending on pure-play internet advertising is expected to reach a whopping $151 billion by the year 2024

  • In contrast, more traditional forms of advertising have shown significant drops in popularity

The Growth of Internet Ad Spend in America

Ad spend in the U.S. generates billions in revenue – in 2019, the top 10 marketers spent over $41 billion on various forms of advertising.

While the ad industry has taken a significant hit in 2020 because of COVID-19, Visual Capitalist’s Carmen Ang notes that it’s projected to see overall growth in 2021, and a majority of this growth is expected to come in the form of internet advertising.

Internet ads have surged in popularity over the last decade. Here’s a look at the total spend on pure-play internet ads since 2012:

While internet advertising has increased over the years, more traditional forms have nose-dived in percentage terms.

For instance, ad spend on directories reached $6 billion in 2012. By 2024, they’re projected to generate merely $68 million in revenue.

Like directories, newspaper and magazine spend have seen significant drops since 2012, with projected decreases on the horizon.

»To learn more, read our full article: How Total Spend by U.S. Advertisers Has Changed, Over 20 Years.

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