Trending for 2016 – Digital Display Advertising Flexes Its Muscle

2016 will be the year in which digital display ad spending surpasses search ad spending in the US. What do advertisers and publishers need to know to keep pace with this acceleration? eMarketer shares the top trends to track Posted on Wednesday, January 27 in Making Your Marketing Work.

US Digital Display Advertising Trends: Eight Developments to Watch for in 2016

While the majority of us work to fulfill our New Year resolution of getting in shape in 2016, it seems that US marketers are flexing their spending muscles on digital display advertising. Earlier this month, eMarketer released their US Digital Display Advertising Trends: Eight Trends to Watch in 2016 report. In this report their featured callout was that in 2016, US digital display ad spending will surpass search ad investment for the first time and this trend is forecasted to continue through 2019.


$67.1B – US digital ad spend forecast for 2016

$32.2B – US display ad spend forecast for 2016

71% - Percent that the categories of banners and other* and video comprise of the US display ad spent forecast for 2016

*Includes ads such as Facebook’s news Feed Ads and Twitter’s Promoted Tweets


It’s important to note that this shift marks a push of marketers becoming more proactive, seeking out their consumers behaviors and habits in the digital space, rather than reactive with customers finding them. This more proactive approach requires marketers to do more “heavy lifting” in their understanding of their consumer data and predictive behavior, where and when your customer is going to be in the digital space, will be the key to maximize ROI. How well do you know your consumers?


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