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State of the Screens

IAB: Digital Ad Spending Rises 16%, But CPMs Fall 16%

By June 4, 2020No Comments

Digital ad spend (YoY growth) according to IAB/PwC:
1) 2010 – $26.0B (↑ 15%)
2) 2011 – $31.7B  (↑ 22%)
3) 2012 – $36.6B  (↑ 15%)
4) 2013 – $42.8B  (↑ 17%)
5) 2014 – $49.5B  (↑ 16%)
6) 2015 – $59.6B  (↑ 20%)
7) 2016 – $72.6B  (↑ 22%)
8) 2017 – $88.3B  (↑ 22%)
9) 2018 – $107.5B  (↑ 22%)
10) 2019 – $124.6B  (↑ 16%)

Share of spend by ad format:
1) Search – 44%
2) Display – 31%
3) Video – 17%
4) Other – 8%

Digital video ad spend (YoY growth):
1) 2017 – $11.9B
2) 
2018 – $16.2B (↑ 36%)
3) 2019 – $21.7B (↑ 34%)

Mobile share of digital spend:
1) 2012 – 9%
2) 2013 – 17%
3) 2014 – 25%
4) 2015 – 35%
5) 2016 – 51%
6) 2017 – 57%
7) 2018 – 65%
8) 2019 – 70%

More: Digital Ad Spending Rises, As Digital Ad CPMs Fall Due To Pandemic Fallout

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.