US Digital Display Ad Spending to Surpass Search Ad Spending in 2016 – eMarketer

The real story here is how they subcategorize “display ad spend”:

Within the display umbrella, advertisers will invest the most on “banners and other,” a category that includes many types of native ads and ads on popular social sites like Facebook and Twitter, as explored in a new eMarketer report “US Digital Display Advertising Trends: Eight Developments to Watch for in 2016.” Overall, one in five dollars devoted to digital in 2016 will go to “banners and other” digital display ad types. Video will also command a large portion of ad spending allocated to digital in 2016: 14.3%, up from 12.8% in 2015.

Source: US Digital Display Ad Spending to Surpass Search Ad Spending in 2016 – eMarketer

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