Social media accounts for over half of US online display spend

An overview of US online display advertising spend by format, 2016–2019(f).

New IAB data show that online video drew one in three dollars spent on online display advertising in the US – or $16.3bn – last year. Banner ads account for the majority of spend here, at 47.3% ($29.5bn) in 2018, while rich media ($3.0bn) and sponsorship ($996m) follow behind. All formats have grown continuously since monitoring began.

Social media encompasses all of these formats, and while the social total cannot be broken down at a global level, the latest UK data from the AA/WARC Expenditure Report(separate subscription), published last month, show that almost 60% of advertiser spend...

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