The largest share of ad expenditures in the U.S. in 2018 is attributed to mobile media, closely followed by TV. However, by 2022 mobile is expected to surpass television advertising by a significant margin, and the difference in allocation of budget between the two media will grow substantially. Desktop, out-of-home and directories are expected to decrease slightly in the measured period (less than one percent) but print is forecast to take the largest cut – almost by half. The entire U.S. ad market is projected to spend close to 290 billion U.S. dollars on advertising in 2022.

Digital and mobile advertising in the U.S.

Digital advertising expenditures in the United States are estimated to increase in the coming years, from 129 billion U.S. dollars in 2019 to nearly 188 billion by the end of 20221. In the same period, spending on mobile ads in the country is projected to grow by close to 50 billion dollars2. Marketers in the U.S who are investing in mobile advertising are shifting their focus from display towards video ads, with recent data placing the ratio at 61 percent to 39 percent in favor of mobile video advertising. This is a clear response to viewing trends among consumers, who tend to consume more advertising on their smartphones rather than computers.