This Week in Digital Advertising Data (May 20th, 2022)

Let’s see what this week’s numbers say about online advertising, shall we?

  • A study conducted by Thrive Analytics, shows that more than 4 in 10 leading digital marketing and advertising executives from B2B firms in the US are somewhat (32%) or very (10%) concerned that a move towards cookie-less solutions will negatively impact their data onboarding requirements and digital audience targeting as a whole.
  • According to Marketing Charts US digital ad spend had a massive growth last year, more so than in the last 15 years. With
    search being the dominant digital advertising format. Last year search accounted for 41.4% share of total digital ad revenues (down from 42.2%), with display comprising 30% share (down from 31.5%), digital video 20.9% share (up from 18.7%) and other formats combining for the remaining 7.8% share (up from 7.6%). Digital ad revenues still highly concentrated, with the top 10 companies accounting for 78.6% of all digital ad revenues last year, up from 78.1% in 2020 and 76.6% a year earlier. With digital ad revenues totaling $189.3 billion last year, this implies that for all but the largest 25 companies, the actual amount of ad spend in play was a little over $28 billion.
  • Screen time: in this eMarketer report, studies find US adults average time spent with digital will hit 8 hours and 14 minutes per day in 2022 after first crossing the 8-hour mark last year. That 1.9% increase isn’t as big as in past pandemic years, but it’s still eating up a bigger share of overall time spent with media. Moreover, US adults will spend 1 hour and 47 minutes with the category this year. That figure will account for a greater percentage of time spent with media than ever before, at 13.5%. Get them while you can!
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