The Digital Advertising Stats You Need for 2018
[Pages:54]2018 The Digital Advertising Stats You Need for
Intro
2017 was another big year for advertisers, publishers, and ad tech providers. We saw the continued dominance of clientside header bidding as well as the advent of server-to-server; the announcement of a new ad tech consortium to make cookieless, cross-device targeting a reality; a promising industry response to fraud in the form of ads.txt; and the beginnings of a potential machine learning revolution in ad tech.
But if there's one thing that's clear about our industry, it's this: Change is the rule, not the exception ? so, you can expect a whole lot more of it in 2018. In order to help you prepare, we've compiled this data-driven guide. Inside, you'll find the numbers, charts, and graphs you need to refine your 2018 strategy, including information on emerging formats, header bidding adoption, the state of the duopoly, and more! Read on, arm yourself with knowledge, and get ready for a productive 2018!
Table of Contents
The U.S. Digital and Programmatic Landscape
4
Digital Advertising Around the World
9
Video
15
Native
23
Mobile
28
Ad Fraud
34
Machine Learning and AI
39
Header Bidding
43
Duopoly
48
The U.S. Digital and Programmatic Landscape
4
Total Projected U.S. Digital Ad Spend
Digital Ad Spending (billions) Percent of Total U.S. Ad Spend
$140
$120
$100
Some good news: Digital ad spend continues to rise and take up a bigger share of all ad dollars. By 2021, digital ad spend is expected to represent a majority of all U.S. ad spend.
Source: eMarketer
$80
$71.60
$59.82
$60
$40
36.71%
$20
32.70%
$0 2015
2016
Total Spend (Billions) Percent of Total U.S. Ad Spend
$83.00 40.48%
2017
$93.75
$117.53 $105.44
48.94%
$129.26 51.31%
46.56%
43.62%
2018
2019
2020
2021
55% 50% 45% 40% 35% 30%
5
Total Projected U.S. Programmatic Ad Spend (Display)
Programmatic Digital Ad Spending (billions)
$50
Percent of Total Digital Display Ad Spend
$45
$40
$35
$30
$25
Even better,
2017 saw total
$20
programmatic
spend increase more
$15
and take up a bigger
piece of the total
$10
digital pie, though
growth seems to be
$5
levelling off.
$0
Source: eMarketer
Total Spend (Billions) Percent of Total U.S. Digital Display Ad Spend
$39.10
$45.72
$32.56
$17.50
$25.48
78.00%
81.50%
83.60%
73.00%
65.00%
2015
2016
2017
2018
2019
100% 95% 90% 85% 80% 75% 70% 65% 60%
6
U.S. Desktop Display Viewability Rates by Ad Size
Total viewability for desktop display ads is 53.6%, meaning that nearly half of all display ads purchased are never seen by anyone.
Source: eMarketer
Ad Size
300x1050 160x600 300x600 970x66 970x250 970x90 300x250 728x90 0%
78.10%
66.80%
64.70%
62.00%
54.00%
53.50%
52.90%
49.80%
10%
20%
30%
40%
50%
In-View Rate
60%
70%
80% 7
U.S. Display Ad Click-Through Rates by Format
0.08% Enhanced Banner
0.08% Custom In-Page
Enhanced banner and custom in-page ads attract the most clicks in the display category.
Source: eMarketer
0.03% HTML Banner
0.06% Rich Media
0.07% Image
0.05% Flash In-Page
8
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