$2,000 Free Audit

blog

67 Online Advertising Statistics You Need To Know

Online advertising spend is on the rise. If you need to score more advertising spend with your boss, this could be your magic key. We will unpack some useful stats grouped into handy categories. Skip around and find the stats you need or devour them all!

Where consumers go, advertisers follow. 

So many businesses are reaping the rewards of online advertising. How can you do the same?

These online advertising statistics provide the magic key. 

Use these insightful statistics to inform your digital advertising strategy.

 

Already got your pay per click or social media advertising strategy ready to go? These stats could be just what you need to win over the boss and score more budget. 

To help you navigate the numbers, we’ve grouped the statistics into a few handy categories. Skip to the areas that you need, or simply devour them all. 

 

Online Advertising Investment Statistics

How much are marketers and advertisers investing in online advertising? Where is it increasing? And most importantly, how does your investment compare?

Find out here...

  • US advertisers will spend more than $129 billion on digital advertising in 2019, more than the $109 billion than on “traditional” advertising. (Vox)graph comparing digital vs traditional ad spendImage credit: eMarketer

  • Global digital ad spend is expected to rise to $333.25 billion in 2019. (eMarketer)

    Digital Ad Spending Worldwide 2018-2023

    Image credit: eMarketer

  • Australia will hit 57.1% online advertising in 2019, up from 55.6% in 2018. (eMarketer)Countries hitting 50% Digital Ad Spending In 2019Image credit: eMarketer

  • Spending on native advertising is projected to increase to $41.1 billion in 2019, meaning native will make up 61% of total digital display ad spending in the United States. (eMarketer)

  • The top 3 advertising headaches identified by agencies for their clients were: walled data silos (44%), integrating data across channels (41%), and personalising experiences without violating privacy (36%). (Adobe/Econsultancy)

 

Online Advertising ROI Statistics

Need to sell in your strategy to the powers that be? These ROI statistics will you help build a winning business case. 

  • Omnichannel strategies drive an 80% higher rate of incremental store visits for local businesses. (Think With Google)

  • Over 70% of marketers fail to target consumers with behavioural data. (Invespcro)

  • Digital revenues in 2018 surpassed $100 billion for the first time with 21.8% year-on-year growth. (Smart Insights)

  • Programmatic ad revenues now account for 80% of all digital display advertising revenues in the United States with companies benefitting from its cost efficiencies. (Smart Insights)

  • Mobile internet advertising revenues are growing year-on-year, standing at 39.7% in 2018. (Smart Insights)

  • One company generated 500% growth in return on ad spend (ROAS) and a 200% drop in cost per click (CPC) for paid advertising. Find out how. 

  • Another company achieved 256% more clicks and 70% lower cost per click using PPC, resulting in attracting more clients who were looking for their products. Find out how.

 

Google Ads Statistics

Google Ads has been around for nearly two decades. So, how powerful is the platform really? Does it still hold the crown for paid ads?

Let’s dive in...

  • Around 95% of Google’s revenue comes from online advertising. (Invespcro)

  • Businesses make an average of $2 in revenue for every $1 they spend on Google Ads. (Wordstream)

  • Across all industries, the average cost per click (CPC) in Google Ads is $2.69 on the Search network and $0.63 on the Display network. (Wordstream)

  • The average click-through rate (CTR) in Google Ads is 3.17% for the search network and 0.46% on the display network. (Wordstream, 2018)

Hint: Nail your ROI with these Adwords bidding strategies

  • Gmail ads with an open rate around 2% have a CPC of around $1 USD. That number drops to less than 20 US cents for ads with an open rate above 25%. (Wordstream)

Other advertising platform statistics 

Google Ads isn’t the only player out there - so which other online advertising platforms and digital media should you be looking at?

We reveal all...

  • Google and Facebook hold the largest share of total digital ad spend in the United States with $32.6 billion and $16.62 billion revenue in Q2 of 2019. (CNBC)

  • Pinterest’s average advertising revenue per user is estimated to increase from $7 to $10 in 2019, putting it closer to Snapchat ($7.81) than Facebook ($95.71) or Instagram ($69.18). (Hootsuite)

  • People on Pinterest are more than 2X as likely to say Pinterest ads feel more personalised than ads on other platforms. (Pinterest)

  • Amazon is predicted to own 8.8% of the market in 2019, making it the third-largest player after Facebook and Google. (Vox)

  • YouTube’s ad revenue in 2018 was worth $3.36 billion in the US, up by 17.1% year-on-year and worth around 11% of Google’s US ad revenue for the year. (eMarketer)

Facebook vs Google Share of Total US Digital Ad Spending

Image credit: eMarketer

 

Social media advertising statistics

Social media can play a big role in the purchase journey right up to the point of purchase, but what role do ads play in this journey? And what social media platform is worth your time and budget? Should you be creating Instagram ads, Youtube ads, Facebook ads - or all three?

Take a look:

  • Digital consumers worldwide now spend an average of 2 hours and 23 minutes a day on social networks and messaging. (GlobalWebIndex, 2019)

  • For Australians, time spent per day is 1 hour and 43 minutes in 2019, up 9 minutes from 2018. (GlobalWebIndex, 2019)

  • 42% of WhatsApp users agree they tend to buy brands they see advertising, however 26% say they use an ad blocker because most ads are annoying and irrelevant. (GlobalWebIndex, 2019)

  • Facebook has 2.32 billion monthly active users and growing. More importantly, there are 1.74 billion mobile active users. (G2)

  • The average Facebook user clicks on 8 ads per month. (Hootsuite)

  • Facebook’s mobile ad revenue grew 50% in 2018. (Hootsuite)

  • Instagram is projected to gain around 70% of Facebook's ad revenue by 2020. (Recode)

  • 1 in 3 Instagram users have made a purchase after discovering a new product or service on Instagram. (AdEspresso)

  • Around 75% of Instagram users are expected to take action on at least one ad at some point. (AdEspresso)

  • Nearly 79% of marketers think YouTube is the most effective platform for video marketing. (Hootsuite)

 

Online Advertising Methods

Search ads, display ads, programmatic, AR, native - with so many different online advertising formats and types out there, it’s tough to know where to invest your budget. These statistics provide insights into the latest advertising trends.

  • Showing up in mobile search ad results can increase brand awareness by 46%. (Think with Google)

  • A tiny 8% of users account for 85% of clicks on display ads. (Invespcro)

  • Is your brand showing up on mobile devices? Appearing in mobile search ad results can increase brand awareness by 46%. (Think with Google)

  • Consumers view native ads over 50% more than banner ads, because they don’t “feel” like traditional ads. (Sharethrough)

  • Native ads are driving engagement: they registered an 18% higher lift in purchase intent and 9% lift in brand affinity responses compared to banner ads. (Sharethrough)

  • The average conversion rate for all pop-up ads is 3.09%. (Sumo)

  • Augmented Reality (AR) ads boast conversion rates in the 20–80% range, with a number of major brands like Nike, Gucci, Ariana Grande, and Sephora growing their audience base and building brand loyalty through AR ads. (Adweek)

  • More than two-thirds of online display ad spending in the United States is programmatic. (HubSpot, 2018)

  • 60% of consumers said they’ve looked up a product or service after hearing an ad during a podcast, and 25% have purchased a product they discovered through a podcast ad. (Adobe Digital Insights)


Video advertising statistics

Research by Global Web Index shows that using social video as a marketing strategy appears less intrusive than ads and allows brands more opportunities in communicating their message and building engagement.

So, which video ads work and why?

  • Video has outperformed all other formats across desktop and mobile, with revenues growing 6.6% and 65% year-on-year respectively. (Smart Insights)

  • In 2017, Wyzowl found that 63% of businesses were using video as a marketing tool. That rose to 81% in 2019 and is now 87% in 2019. (HubSpot, 2019)

  • 83% of marketers say that video gives them a good ROI, up from 78% in 2018. (HubSpot, 2019)

  • Your customers want video! 87% of consumers say they'd like to see more video from brands in 2019. (HubSpot, 2019)

Advertising format revenue desktop vs mobile

Image credit: IAB

  • Nearly 60% of digital video advertisers lack tools and timely data to measure the success of their digital video campaigns. (Invespcro)

  • More than 1 in 3 social video viewers have watched videos made by brands on any device online in the past month. (Global Web Index, Social Video Report 2019)

  • Social video viewers have an above average likelihood for clicking on sponsored posts on social networks or sharing posts from a brand. (Global Web Index, Social Video Report 2019)

  • Nearly 75% of respondents cited viewability and brand lift as the metrics that would most influence their online video advertising tactics. (Invespcro)

  • When it comes to completion rates, “mid-roll” video ads placed in the middle of a video scored the highest at 97%, followed by “pre-roll” ads (74%) and “post-roll” ads (just 45%). (Invespcro)

  • What video length works best? 20-second ads have the lowest completion rate of 60%, with 15-second and 30-second ads scoring much higher at 84% and 90% respectively. (Invespcro)

  • 43% of new customers buy something they saw in a YouTube ad. (Contently)

  • Paid YouTube mobile advertising is 84% more likely to receive attention than advertising on TV. (Think with Google)

  • Viewers who watch TrueView ad to completion or for at least 30 seconds were 23 X more likely to visit or subscribe to a brand channel, watch more by that brand, or share their video. (Think with Google)

  • Audio or no audio? A massive 81% of consumers turn the sound OFF video ads. (Optinmonster, 2019)

  • 95% of YouTube ads are audible, compared to 15% of Facebook video ads. (Hootsuite)

  • Google cites an improvement in brand awareness, ad recall, and consideration for audible and viewable ads:

Difference in Brand Awareness Vs Control

Image credit: Google 

  • By 2021, video advertising is predicted to grow into a $22 billion industry. (eMarketer, 2018)

 

Audience behaviour statistics

What will hold back the success of your online advertising strategies? Not knowing your audience. Take a look at the top user behaviour trends here. 

  • 40% of internet users globally use an ad-blocker today, with APAC leading the way. (Global Web Index, Ad Blocking Behavior Report 2019

  • 48% of ad blockers report “too many ads” as their main reason for blocking ads, with 47% saying the ads are “annoying or irrelevant” and 44% saing the ads are “too intrusive”. (Global Web Index, Ad Blocking Behavior Report 2019

  • 58% of internet users have purchased a product online on their mobile in the past month, with 30% doing it only on mobile. (Global Web Index, Social Video Report 2019)

  • 82% of smartphone users consult their phones while in a store. (Think with Google)

  • 73% of consumers say they dislike pop-up ads. (HubSpot)

  • 49% of people say they click on text ads, compared to 31% for Shopping ads and 16% on video ads. (Search Engine Land, 2019)

  • Two-thirds of consumers can recall a specific brand they’ve seen advertised on mobile in the past week. (Business Wire, 2018) 

  • 70% of consumers prefer to learn about products through content rather than through interruption-based advertising, which is why native advertising is a powerful option. (Content Marketing Institute)

  • Ever wondered how long it takes to form an emotional connection? It takes the human brain less than a half-second to engage with mobile advertising and trigger an imprint, positive or negative. (Mobile Marketing Association/The Advertising Research Foundation)

 

Over to You

Now you know the latest statistics around online advertising, you can apply them to your ads campaigns for better results.

If you’re looking for more insights and tips on how to create a winning advertising campaigns and digital marketing and advertising campaigns in 2019, we’ve created an ebook that tells you how. 

Download your own Digital Marketing Game Plan - it’s completely FREE!

New call-to-action

Let's increase your sales.

Claim your $2,000 Audit for FREE by telling us a little about yourself below. No obligations, no catches. Just real, revenue results.