A. Guttmann
Research Lead covering media
Digital display advertising in the United States - statistics & facts
Banners were the first type of advertising that appeared on the internet back in 1994. Over the last 30 years, consumers have gotten tired of them, naming them their second least trusted ad channel in 2021, but marketers are not letting go just yet. In late 2022, more than 40 percent said display ads were developing the most innovative opportunities for advertisers. Display is the second most invested-in digital advertising format in the United States. In 2022, banner ad spending stood at 58 billion U.S. dollars. It accounted for over 30 percent of the U.S. digital ad spending, 10 percentage points behind the largest format – search. Industry projections show that the expenditure will continue growing at a relatively steady pace in the coming years to exceed 78 billion dollars by 2026.
