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Explore our Research →Tariffs put over $2 trillion in trade with Mexico, Canada, and China at risk
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Mar 6, 2025
4 IRL retail trends and what they mean for brands
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Mar 6, 2025
Apple's new social app reveals event opportunities for marketers
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Mar 6, 2025
Reddit sees growth as users seek relatable content
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Mar 6, 2025
Creatives struggle with inconsistent metrics when measuring ad performance
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Mar 5, 2025
GenAI-influenced reviews, research, and recommendations craft a new era for shoppers
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Mar 5, 2025
Brands find creator economy use cases for AI
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Mar 5, 2025
Target faces 40-day boycott as it deals with tariffs, economic blackout
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Mar 5, 2025
Microsoft Copilot launches AI-powered ad features to vie for ad dollars in the chatbot space
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Mar 5, 2025
Millennials lead in wearable tech as Gen Z adoption grows
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Mar 5, 2025
About
Our Methodology
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Learn More →Social Network Ad Spending Share of Digital Media, by Industry
Overall
Nonmobile
Mobile
Display
Search
Video
Social
Source: EMARKETER Forecast, August 2024 - September 2024
Note: Paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media. Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing updates, comments, photos, or other content
Additional Note: Digital ad spending historical data up to 2015 is derived from Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data. Retail includes apparel and accessories, home furnishings, athletics products, baby and children’s products, mail order/catalog, appliances, pet products, restaurant and bars and equipment and supplies, food delivery services, hobby items such as collectibles, musical instruments, wholesalers, and general merchandise.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and EMARKETER interviews with executives at ad agencies, brands, media publishers and other industry leaders.