Executive Summary

The US ad market will hit two major milestones in 2019: It will be the first year that advertisers spend more on digital than on traditional media, and the first time that Google and Facebook’s share of digital ad spending declines. That’s due to Amazon, which will continue to chip away at the duopoly.

How much will US advertisers spend on digital advertising in 2019?

We expect US digital ad spending to reach $129.34 billion in 2019, accounting for 54.2% of total media ad spending. An accelerated decline in traditional media advertising, particularly TV, has led digital to overtake traditional slightly earlier than we previously predicted.

What formats are driving US digital ad spending growth?

Video will continue to be the major driver of growth, especially on social media. Twitter is one platform that has particularly benefitted from video advertising, with its total ad revenues returning to growth in 2018. Spending on OTT platforms like Hulu and Roku will also boost digital video ad spending this year.

What will happen to the duopoly in 2019?

This year will be the first time that Google and Facebook’s combined share of the digital ad market will drop. That said, they will remain the largest digital ad sellers in the country, making up nearly 60% of digital ad spending in 2019, or $76.57 billion.

What about Amazon?

Amazon’s ad business is growing faster than we (and everyone else) expected. In 2019, advertisers will spend $11.33 billion using Amazon’s platform; not as much as on either Google or Facebook, but enough to start making a small dent in the duopoly.

WHAT’S IN THIS REPORT? This report features our latest forecast for US ad spending, including breakouts by media and company. It also examines what’s shaping the US ad market in 2019.

KEY STAT: In 2019, US advertisers will spend $129.34 billion, or 54.2% of their media ad budgets, on digital ads. By 2023, that figure will reach 66.8%.

What’s Inside:

This report explores ad spending in the US, highlighting critical trends and influences. It includes our estimates for the following areas:

• Total media ad spending
• Digital ad spending
• Digital ad spending by company
• Digital ad spending by format
• Digital ad spending by device
• Mobile ad spending
• Mobile ad spending by format