Insider Intelligence updated its digital forecast after what it categorized as a “turbulent third quarter in advertising,” but even when accounting for economic anxieties and technological challenges that dominated headlines the last few months, digital ad spend continues to grow with a promising future ahead.
This year, digital ad spending in the United States is forecasted to be up 12.5% over 2021, reaching $248.72 billion and accounting for 71.8% of total U.S. media ad spend. And according to Insider Intelligence’s “crystal ball,” digital ad spending will grow to $385.47 billion in 2026 and make up more than three-quarters of the total media ad spend (80.9%).
In 2019, digital made up just 55.6% of total ad spend.
Taken into consideration were both the previous quarter — “challenging for Big Tech,” Insider Intelligence summarized, “fueled by a hurting economy, the continued effects of Apple’s AppTrackingTransparency, and an overall musk of uncertainty” — as well as the previous few years and the growth that had slowed as part of a normalization following the pandemic.
“The economy looks nothing like it did last year,” the article says, “but our forecast for digital ad spend hasn’t changed much. Where spending is going within the category will shift.”
Among its inter-category takeaways, Insider Intelligence says video will surpass banners as the display ad format of choice, making up almost one-third of digital ad spending. Search will be up from last year, but its “stronghold within display will weaken over the next two years.”