According to Statista, it is projected that digital advertising expenditures in the United States will increase by approximately 85% between 2018 and 2023. In that five years period U.S. digital ad spend will grow from 108 to 201 billion dollars. These figures will represent roughly 38% of global digital ad spending, which is expected to surpass 517 billion U.S. dollars in 2023, up from the 283 billion recorded in 2018. The entire U.S. media market is valued at 223 billion dollars in 2018, and estimated to reach 289 billion by 2022.
Mobile advertising in the U.S.
With mobile growing in strength, sources predict that it will account for the lion’s share of total digital spending in the United States. In 2019, more than 87 billion U.S. dollars is forecast to be spent on mobile ads in the country. Sometime in early 2017 a clear change was seen in allocation of marketing dollars, when U.S. industry professionals started increasing the share of their budgets devoted to mobile marketing. Since then, a growing focus on this medium is evident. While mobile advertising is becoming more popular, marketers still have some concerns with its execution, mainly when it comes to data quality and sourcing, as well as measurement issues. All in all, those who decided to spend on mobile have been shifting away from display ads and towards video advertising since early 2018.
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