DISPLAY MARKETING

5 Stats from 2015

CONTENTS
1 - Display Ad Spent will rise in US
2 - Programmatic Spent is gaining traction

3 - 70% Viewability threshold

4 - Display Ad Viewability witnessed no variation
5 - Ad Blocking caused loss of $21.8 billion ad
revenue

1 - Display Ad Spent Will Rise In US

eMarketer estimates that total ad spent in US in 2015
was $27.05 billion and will again grow to make it $37.36
billion by 2017.
Total Digital Ad Spent in Billion Dollars
40
35

37.36

30

32.39

25

27.05

20
15

22.2
17.68

10
5
0

2013

2014

2015

Total Digital Ad Spent in Billion Dollars

2016

2017

2 - Programmatic Spent Is Gaining

Traction
Stats by eMarketer reveal that marketers are now
relying on Programmatic Advertising.
Programmatic digital display ad spend in billion dollars
30

26.78

25

21.55

20
15.43

15
10

10.32

5
0
2014

2015

2016

Programmatic digital display ad spend in billion dollars

2017

The
programmatic
display ad spent in US
was more than that
of traditional direct
sales
and
this
happened for the first
time in history.
Mobile display dominated on
programmatic
advertising
with 60% of total display ad
spent on programmatic.

3 - 70% Viewability Threshold

IAB (Interactive Advertising Bureau) says in its
State of Viewability Transaction 2015
statement, that achieving 100% viewability is
unreasonable rather the campaign should
reach 70% viewability threshold.

Because due to technology limitations 100

percent viewability is not measurable.
There are always 30%-40-% variations.

4 - Display Ad Viewability Witnessed

No Variation
ComScore released a report in
March 2015 that display ad spent
rates remained 46% throughout and
did not show any variation between
2013 and 2014.

5 - Ad Blocking Caused Loss Of $21.8

Billion Ad Revenue
According to a report released by PageFair
and Adobe in August of 2015, ad Blocking
caused the estimated loss of $21.8 billion in
ad revenue this year in US and is expected
to reach $41.4 billion in 2016.

The report also says that in US there were198 million

active ad blockers monthly worldwide in June 2015.
Monthly active ad blocking software users on
desktop in millions
200
180
160
140
120
100
80
60
40
20
0

181

121

21

30

Jan-10

Jan-11

39
Jan-12

54

Jan-13

Jan-14

Jan-15

Monthly active ad blocking software users on desktop in millions

In the second quarter of 2015 the number of ad blockers

rose to 41% as compared to the number a year before.

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