Dive Brief:
- According to eMarketer display ad spending will outpace search ad spending in the U.S. for the first time this year based on combining banners and other, video, rich media and sponsorships.
- Display will account for 47.9% of digital ad spending, reaching $32.17 billion.
- "Banners and other" will be single largest group within the display ad category that includes social media ads and a large part of native advertising.
Dive Insight:
The display category includes a wide variety of popular ad formats ranging from social media advertising and video ads to native advertising and sponsored content.
In terms of growing areas within the overall display category, rich media ads are expected to increase 36.4% and video ads 28.5% as compared to 2015. Desktop will remain the leader in video ad spending with almost 58% of those budgets, but mobile is expected to get 77.5% of banners, rich media, sponsorships and other display formats.
Emarketer sees the increase in display ad spending as a result of “painstaking investment in things like cross-device capabilities, programmatic advertising and continual efforts to address issues of ad viewability and fraud.” These trends are expected to impact display spending beyond 2016.