Gartner Research

The State of U.S. Advertising, 2017-2018

Published: 05 October 2017

ID: G00328653

Analyst(s): Haixia Wang

Summary

As digital absorbs the highest share of brands' paid media mix, marketing leaders must navigate issues like concentration of market power in the digital ad ecosystem and a growing appetite for video. Use the key market trends and benchmarks in this research to inform your advertising strategy.

Table Of Contents

Analysis

  • Marketing Leaders Spend Nearly Half Their Budgets on Advertising and Media
    • Recommendations
  • By Year-End 2017, Digital Will Account for 40% of Total Media Ad Spending, Surpassing TV for the First Time
    • Key Findings
    • Market Implications
    • Recommendations
  • By Year-End 2017, Google and Facebook Will Make Up 72% of Digital Ad Revenue Earned by Digital Publishers, Ad Networks and Ad Tech Vendors
    • Key Findings
    • Market Implications:
    • Recommendations
  • By Year-End 2017, Programmatic Buying Will Account for 80% of Digital Display Ad Spending
    • Key Findings
    • Market Implications
    • Recommendations
  • By Year-End 2017, Mobile Ad Shares Will Rise to 68% of Digital Ads
    • Key Findings
    • Market Implications
    • Recommendations
  • By Year-End 2017, Linear TV and Digital Video/TV Ads Will Account for 43% of Total Media Ad Spending
    • Key Findings
    • Market Implications
    • Recommendations:

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.