Digital Now 54% of US Advertising, Mobile Two-Thirds of Digital
February 20, 2019 | Contributed by: Greg Sterling
Digital advertising in the United States will be worth approximately $129.3 billion in 2019, according to new estimates from eMarketer. Traditional media collectively will come in at $20 billion less, around $109 billion. This marks the first time that digital advertising has exceeded traditional media.
Accordingly, digital advertising will represent 54.2% of overall US advertising. Mobile will deliver just over $87 billion or roughly two-thirds of all digital ad revenues this year.
In the forecast, all traditional media revenues will decline except out-of-home. Even TV spending will drop 2.2% to $70.8 billion. The majority of digital revenues are concentrated in a small number of companies: Google, Facebook, Amazon, Microsoft and Verizon (Yahoo/AOL).
Of this group, Amazon’s ad business is poised to grow the most, roughly 50 percent in 2019. Emarketer says that this year Amazon ad revenues will reach 8.8% of the total and 10% in 2020. Some of this appears to be coming at Google’s expense, while Facebook’s overall share is up slightly in 2019.