While the world of online marketing has expanded far beyond paid advertising, advertising still plays a very important role in generating revenue and business. Digital advertising is the top of the “new advertising stack,” and it’s what can create brand awareness, drive sales, and create visibility across a variety of channels that are oversaturated with businesses trying to stand out.
Although there are many new players in the online marketing landscape like email, social media, and reputation, digital advertising isn’t set to slow down yet—a statement that’s underlined by the fact that ad spend is set to grow from $83 billion in 2017 to over $129 billion by 2021 (DMB Adobe).
We’ve compiled this list of top advertising stats so you can spend your advertising dollars where it matters, and get the ROI you need to thrive in the digital world.
1. Digital ad spend is set to grow from $83 billion this year to $129+ billion by 2021
2. Google and Facebook are set to rake in 63.1% of digital ad spend in 2017
3. Google has +20% y/y advertising revenue growth, Facebook has +62% y/y growth
4. 39% of marketers list search engine marketing as their top business priority for 2017
5. Marketers that invest over 10% of their budgets on measurement are three times more likely to beat their sales targets by 25% or more
6. 56% of advertising use engagement to measure success, 21% use conversion & revenue
7. 34% of social media marketers list “tying social campaigns to business goals” as a top challenge
8. 2017’s video advertising spend is $13.23 billion, and projected to reach $22.18 billion by 2021
9. 68% of consumers feel positively about watching video ads for mobile app rewards
10. 52% of marketers believe that video is effective for brand awareness
11. Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers
12. 51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI
13. According to retailers, video can account for a 40% increase in purchases
14. Mobile shoppers are 3x as likely to watch a video than desktop shoppers
15. 46% of users act after viewing an ad
16. 80% of consumers remember a video ad they viewed in the past 30 days
17. Combining video with full-page ads boosts engagement by 22 percent
18. Ecommerce sellers find that using product videos increases product purchases by 144%
19. Video ad completion rate for videos 15 seconds long is 93-95%, with 30 second videos seeing a completion rate of 92-93%
20. Over half of video advertising is viewed on mobile
21. Americans spend 71% of their online time on mobile, with Canada and the UK coming in at 62% and 61% respectively
22. Average smartphone conversion rates are up by 64%
23. Mobile advertising accounts for $37 billion of the $73 billion total ad spend (51%)
24. 81% of consumers feel negatively about mobile add pop-ups
25. Mobile accounts for 60% of click share on Google Search ads, compared to desktop’s 32%
26. Search ad spending on mobile is set to rise by 25% in 2017
27. 70% of advertisers plan to increase their mobile social advertising budget in 2017
28. 26% of Facebook Users that click ads make a purchase
29. Images account for 75-90% of Facebook advertising effectivity/performance
30. The best headline length for a Facebook ad is four words, with 15 for the description.
Sources: DMB Adobe, 2017 | Smart Insights, 2017 | KPCB, 2017 | Digital Marketing Depot, 2017 | eMarketer, 2017 | CMS Report | WordStream, 2017 | Small Biz Trends, 2016 | WowMakers, 2016
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