Digital advertising has become one of the most indispensable marketing tools worldwide. Thanks to rising internet penetration rates and the ever-increasing demand for online content,
was forecast to reach an all-time high of 694 billion U.S. dollars in 2024. This figure is even more impressive, considering it accounts for 70 percent of total
. This diverse and dynamic form of advertising has experienced a considerable upswing across the world and the digital ad space is becoming more consolidated and competitive every year.
Top digital ad sellers are reaping the most rewards
Google maintains its top spot among the
internet companies with the highest digital advertising revenue worldwide. The search giant is forecast to generate roughly 340 billion U.S. dollars in 2027, translating to roughly 40 percent of total digital ad revenues globally. By comparison,
Facebook's advertising revenue is expected to reach nearly 127 billion U.S. dollars by the end of 2027. These two companies, alongside other major players in the digital advertising world - including Amazon, Apple, TikTok, and Twitter - are so-called walled gardens. These platforms stand out from the open internet because they are closed ecosystems in which the publisher controls all (advertising) activities and does not share information with outside parties. Now that the death of third-party cookie tracking is imminent, data-fertile walled gardens are becoming more relevant than ever and account for larger shares of global digital ad takings each year.
What are the most popular digital advertising formats?
Marketers can choose from a vast and ever-expanding pool of digital advertising channels. According to the latest data, search advertising remains one of the
leading digital ad formats worldwide. This should come as no surprise, considering that roughly 30 percent of global web traffic is generated via search engines each year. Another prime avenue for digital promotion is mobile advertising, as millions of internet users browse the web via smartphones and tablets daily. In 2024,
mobile advertising spending was expected to exceed 400 billion U.S. dollars worldwide. Mobile marketing initiatives in mobile-first countries such as China or Mexico accounted for more than 88 percent of total internet ad spend. Meanwhile, social media has undoubtedly blossomed into one of the biggest drivers of (mobile) advertising growth thanks to impressive user counts and engagement rates of platforms such as Instagram and TikTok.
Spending on social media advertising is expected to surpass 234 billion U.S. dollars in 2024 and further expand to 346 billion dollars by 2029.
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