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40 Online Advertising Statistics (You Really Should Know)

Paid Advertising

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This year, big data and AI presented vast opportunities for marketers to maximize their online advertising campaigns. If PPC ads were targeting a wider market in the past, digital ads could now target a more specific audience to help you generate more qualified leads.

Big data now enables marketers to learn more about their target market and how to reach them best. The growing use of chatbots further amplifies the ability of marketers to close deals and make the final sale.

Digital concepts such as omnichannel marketing, social media advertising, retargeting, GDN, and SEM are now common marketing strategies that offer fast ROI and higher conversion rates.

So, what’s in store for us? Let’s look at the various trends and statistics that shaped the past year to give us better direction and focus in the years ahead:

Ad Blocking


  1. 650 million devices now use adblock. [Source]
  2. Adblock usage grew by 30% in 2016. [Source]
  3. 74% of adblock users in the U.S. will leave a website with adblock walls. [Source]
  4. Only 22% of ad blocker users block ads on their mobile devices. [Source]

Display Advertising


  1. During the first quarter of 2017, online advertising raked in $19.6 billion in revenue. It’s the second biggest quarter of all time. [Source]
  2. Desktops account for 15% of display ad serving whereas mobile devices account for the remaining 85%. [Source]
  3. Each person is served around 1,700 banner ads every month. Only half of them are actually viewed. [Source]
  4. Across all ad formats and placements, average clickthrough rate is 0.05% [Source]
  5. 87% of users claim that there are more ads today than there were two years ago. [Source]
  6. Display ad revenue is expected to grow at 7% compound annual growth rate (CAGR), reaching $21.6 billion in 2017 for the US alone. [Source]
  7. Although average display ad revenue per user for desktops is falling, mobile is making up for it with strong growth from $29.68 in 2015 to $39.27 in 2016. [Source]
  8. More than a third of consumers claim that they have mistakenly clicked on an online ad. [Source]

Search Advertising

Search Advertising

  1. 95% of Google’s revenue comes from online advertising. [Source]
  2. 31% of web users will click on an ad; 27% will search for the product, company or brand; 21% will type the company website in their browser; and 9% will research information about the product. [Source]
  3. Over 70% of marketers fail to use behavioral data when targeting consumers. [Source]
  4. Around 4 out of 5 businesses focus on Google AdWords for their PPC campaigns. [Source]
  5. Almost a third of B2C companies use PPC to push their products to consumers. [Source]
  6. Product Listing Ads (PLAs) accounted for 52% of retail search ad clicks in Q1 2017. Up from 48% in Q4 2016, PLAs are growing much faster than text ads. [Source]
  7. Website visitors from PPC ads are more likely to buy than organic search visitors. [Source]
  8. 86% of web searchers trust organic search ads more than PPC ads. [Source]
  9. Businesses earn approximately $3 for every $1.60 spent on Google AdWords. [Source]

Native Advertising


  1. Native advertising spending will reach $21 billion in 2018 from just $4.7 billion in 2013. [Source]
  2. Native ads will make up 63% of mobile display ad spending by 2020. [Source]
  3. Native ads result in 2x more visual focus than banner ads because consumers read it the same way as they do with editorial headlines. [Source]
  4. Consumers spend 308x more time in reading a native ad headline as opposed to a non-native ad. [Source]
  5. Consumers tend to identify native advertising as an article instead of an ad. [Source]
  6. Consumers who read a high-quality native ad reported a higher level of trust in the brand sponsoring the content. [Source]

Mobile Advertising


  1. Mobile accounted for half of the total online advertising revenue in 2016. [Source]
  2. By 2019, 72% of all digital ad spending in the U.S. will come from mobile advertising. [Source]
  3. Apple devices contribute 75% to Google’s total mobile search revenue. [Source]
  4. 80% of marketers use location targeting for their mobile ads. [Source]

Video Advertising


  1. 82% of web users have exited a website or closed their browser because of an auto-playing video ad, with more than half claiming to have a lower opinion of brands that use auto-playing video ads. [Source]
  2. YouTube’s video ad revenue accounts for 18.9% of total video ad revenue in the U.S. [Source]
  3. 70% of marketers in the U.S. plan to use social video ads in the next 12 months. [Source]

Social Media Advertising

Social Media Advertising


  1. Facebook made 95% of their revenue ($26.2 billion) from their ads system in 2016. [Source]
  2. Marketers have doubled their budgets for social media advertising in the past two years from $16 billion in 2014 to almost $31 billion in 2016. [Source]
  3. More than half of B2B marketers claim that social media advertising is a low-cost ad option. [Source]
  4. LinkedIn is the most effective social media platform when it comes to delivering content (both paid and organic). [Source]
  5. Global advertising expenditure is expected to reach $50 billion by 2019, surpassing newspaper ad expenditure comfortably by 2020. [Source]
  6. There are 6 million active advertisers on Facebook alone, while 90 out of the top 100 brands in the world have an Instagram account. [Source]

Maximize Your Advertising Dollars in 2018!

The fact that most marketers are increasing online advertising adoption rates and expenditure just goes to show that PPC management services definitely works, despite the negative backlash that online ads have received over the past few years.

Main takeaways from these statistics are that mobile is still very much driving change in the online advertising landscape, and that adblocker usage is forcing brands to rethink how to optimize the process of serving ads to their audiences.

To maximize the return on your online advertising spend in 2018, be sure to keep up-to-date with the latest trends and best practices by following insights on the Spiralytics blog!