The advertising landscape is constantly adapting to accommodate the habits of online users.
In recent years we have seen dramatic shifts that have pulled advertising from desktops to phones. Additionally, we have seen huge increases in native advertising, social media advertising and video advertising.
With all these changes in the advertising world, it can be hard to keep up. Luckily, we’ve outlined current trends to help identify the best ways to build a winning advertising strategy for your business.
Advertising statistics in 2019
To better visualize the impact that different advertising strategies can have for your company, we have compiled 30 advertising statistics for you to analyze.
Native advertising statistics
Because internet users desire a more authentic and personal advertising experience, they’ve largely avoided paid advertising like the plague. The way to deliver the authenticity users crave is through native advertising.
Native advertising is a method of displaying ads so they fit naturally with the reader or viewer experience. These ads generally recommend products based on past internet browsing data. Users enjoy this since the ads are curated just for them. And not only do users benefit from native advertising, companies do as well. Effectively leveraging native advertising to broadcast a more authentic message can help your company improve its brand visibility and reach customers. This translates to higher click-through rates and a more enjoyable user experience. Utilizing native advertising software and understanding the impact that native advertising can have for your brand will help lead to a better advertising strategy:
Native advertising was the fastest-growing advertising segment, with 35 percent growth between 2017 and 2018. (eMarketer)
In 2018, YouTube overtook Facebook as the second most visited website in the world. The video-sharing site gets more than 30 million visitors per day, and almost 5 billion videos are watched daily. More videos mean more ads, and more ads mean more revenue for your business.
Google's TrueView (YouTube’s advertising service) is built on the premise you'll only pay for your advertisement when someone chooses to watch your ad. TrueView also gives the viewers a choice on what kind of advertisements they want to watch, which helps drive relevant content to the consumer. YouTube is quickly becoming the Holy Grail of advertising, and understanding its impact can help you make the right advertising decisions for your business.
Nearly 79 percent of marketers think YouTube is the most effective platform for video marketing. (Hootsuite)
Mobile advertisements on YouTube receive viewer attention 83 percent of the time. (Ipsos)
Paid YouTube mobile advertising is 84 percent more likely to receive attention than advertising on television. (Think with Google)
YouTube generated $3.36 billion in net U.S. video ad revenue in 2018. This represents a 17 percent increase from 2017. (eMarketer)
Viewers who watch TrueView ads — i.e., watch at least 30 seconds of one — were 23 times more likely to visit or subscribe to the brand’s channel, watch more ads by that brand or share the brand’s video. (Think with Google)
Mobile advertising statistics
There are over 7.7 billion mobile devices in use (smartphones and tablets) in the world, compared to only 2 billion PCs. Considering the high number of users, mobile advertising just makes sense. Along with its unequaled number of users, mobile advertising has a lot of other beneficial features, such as GIS tracking (so ads can target users based on location), touch points to reach the user in a variety of ways (text, alerts, phone calls) and a smaller screen to capture the viewer's attention. Aside from these informative statistics, mobile advertising software can help your company get started on an effective mobile advertising strategy.
Mobile ad campaigns are five times more effective than online advertisements. (Mobile Marketer)
71 percent of marketers believe mobile marketing is core to their business. (Salesforce)
Appearing in mobile search ad results can increase brand awareness by 46 percent. (Think with Google)
There were a total of 197 billion mobile app downloads in 2017. (Connext Digital)
Mobile devices account for 53 percent of paid search clicks. (Aumcore)
Although many advertisers are increasing their ad spend on social media and digital platforms, television still remains in the fight as a platform for advertisers to promote their brands. Although people aged 18–34 only watch an average of 2 hrs and 17 minutes of television per day, people above the age of 35, average a total of 5 hours and 54 minutes of television watching per day. There are still plenty of live events that people shell out cable subscriptions for such as sports, award shows, and political news coverage. While television will definitely lose some of its ad spend over the next 5 years, it seems to still be an advantageous platform to advertise in the short term.
Spending on TV ads slipped 0.5 percent in 2018 to $69.8 billion. (Forbes, 2018)
TV’s share of total U.S. media spend dropped from 33.9 percent to 31.6 percent between 2017 and 2018. (Forbes, 2018)
TV ad spend in the U.S. is expected to see an uptick in 2020, but fall below 25 percent of total ad spend by 2020. (Forbes, 2018)
Global ad spend statistics
Global ad spend reached an estimated $579 billion at the end of 2018. (Recode, 2018)
Asia-Pacific and North America accounted for 70.5 percent of global ad spend in 2018. (eMarketer, 2018)
North America was the top advertising market in 2018, with $232.8 billion spent and 37 percent of worldwide total media. (eMarketer, 2018)
Asia-Pacific is predicted to be the top advertising market by 2022. (eMarketer, 2018)
Samsung, based in South Korea, is the world’s largest advertiser, spending $11.2 billion on advertising and sales promotion in 2017. (Ad Age, 2018)
68 of the 100 largest advertisers spent more on advertising in 2017. (Ad Age, 2018)
105 global companies had an ad spend greater than $1 billion in 2017. (Ad Age, 2018)
Final advertising projections
eMarketer projects that by 2019, 83.6 percent of U.S. digital display ad dollars will transact programmatically. (eMarketer)
Zenith predicts that social media advertising will be worth $50.2 billion in 2019 and will surpass the overall ad revenue of newspaper advertising by 2020. (Zenith)
Digital advertising spend across mobile, wearable and online devices will exceed $285 billion by 2020. This represents a 78 percent increase from the $160 billion in advertising spend on 2016. (The Fast Mode)
Mobile advertising is projected to grow by an annual average of 13 percent from 2017 through 2022. (Marketing Charts)
What this means for advertisers
To stay competitive in the advertising world, businesses have to keep up to date on users’ changing browsing habits. This includes using the numbers above as a guideline to stay ahead of the game in 2019. We've put together a takeaway summary of these statistics for you.
After looking at the variety of ways you can advertise and market your product, it is clear that diversifying your advertising campaigns is the key to success. Combining a healthy mix of video advertising, social media advertising and native advertising will allow your company to stay visible on a variety of platforms.
Mike is a former market research analyst focusing on CAD, PLM, and supply chain software. Since joining G2 in October 2018, Mike has grounded his work in the industrial and architectural design space by gaining market knowledge in building information modeling, computer-aided engineering and manufacturing, and product and machine design. Mike leverages his knowledge of the CAD market to accurately represent the space for buyers, build out new software categories on G2, and provide consumers with data-driven content and research. Mike is a Chicago native. In his spare time he enjoys going to improv shows, watching sports, and reading Wikipedia pages on virtually any subject.