The Ultimate List of Advertising Statistics for 2024

It’s no secret how tough last 2 years were on businesses. Fortunately, the world is slowly bouncing back. And entrepreneurs are optimistic that commerce will go back to normal by the following year.

This, of course, includes advertising.

Before you plot out your marketing strategy, however, it’s important to look at advertising statistics. These numbers not only help you understand your target audience better, but it also tells you where and how to begin.

Here’s a compilation of advertising trends for 2024. It explores facts and figures for all the popular online platforms including social media.

No matter if you’re just starting out in advertising or a seasoned marketer, you’ll definitely learn a thing or two by the end of this stat roundup.

General Advertising Statistics

• Google services including Google Ads are responsible for $385 billion of economic activity in 2019. (Google Economic Impact)
• Most B2B marketers use content marketing to achieve goals like brand awareness and audience education. (Content Marketing Institute)
• The top-cited marketing goals in 2019 are brand awareness, audience education, and establishing credibility and trust. (Content Marketing Institute)
• 55% of marketers prioritize audience segmentation and targeting. (Adobe)
• As of October 2020, the global market share between desktop and mobile users is close at 48.88% and 48.62% respectively. (StatCounter)
• Measuring return on investment is the toughest challenge when working with influencers. (Media Kix)
• 71% of marketers say that the quality of customers and visitors they got from influencer marketing is better than those from other channels. (Media Kix)
• Buyers expect digital ad spend to increase by 6% over 2020. (Influencer Marketing Hub)
• Between March and July 2020, consumers spent 10% more time with digital media. (Influencer Marketing Hub)
• As of 2017, there are 615 million devices that have AdBlock installed. (Blockthrough)
• Global advertising spend will surpass $560 billion in 2019. (99 Firms)
• Newspaper ad spending dropped by 60% since 2006 in North America. (99 Firms)
• Experts predicted that in 2019, the TV advertising spend globally will be 34.1%. (99 Firms)
• Suburban and rural shoppers drove the online shopping growth during Q1 and Q2 of 2020, the first few months of the pandemic. (Global Web Index)
• 63% of online grocery shoppers research products online before buying. 56% use coupons or discounts. 52% take their time finding the best deals. (Global Web Index)
• 70% to 80% of users ignore paid ads and instead focus on organic results. (Imforza)
• 95% of video marketers said that videos increased a user’s understanding of products and services. 83% of them said videos helped them generate leads. 80% said it helped increase sales. (Wyzowl)
• 20% of non-video marketers don’t use videos because they find it too expensive. 17% of them don’t use video because they don’t know where to begin. 17% said they don’t think it’s needed. (Wyzowl)
• 10% of non-video marketers said they don’t use video because of the unclear return on investment. 10% said they can’t convince decision-makers to use videos. (Wyzowl)
• 59% of marketers stated that they will increase their budget for advanced TV which includes data-driven linear TV and addressable TV. (Top Media Advertising)
• 86% of ad campaigns resulted in profits (three years after the end of a campaign). (Top Media Advertising)
• 70% of teens trust influencers more than traditional celebrities. (Digital Marketing Institute)
• 49% of consumers rely on an influencer’s recommendations. (Digital Marketing Institute)
• Influencer marketing is the fastest-growing customer acquisition method. 22% of marketers say that it’s the most cost-effective way of getting new customers. (Digital Marketing Institute)
• When asked what visual content helped them reach their marketing goals in 2019, 40% of marketers credited original graphics. 24% attributed their success to videos and presentations. 13% said stock photos helped them while 9% relied on charts and data visualizations. (Venngage)
• 25% of marketers project that they will allot a quarter of their marketing budget for creating visual content. (Venngage)
• At least 73% of consumers don’t like pop-up ads. (Hive Life)
• 64% of users who plan on purchasing an item will click a Google Ad. (Hive Life)
• Marketers that invest in analytics will boost their sales by 25% because they’re more likely to adjust their marketing content accordingly. (Hive Life)
• Content marketing has three times better lead generation stats than traditional marketing. (1827 Marketing)
• 98% of marketers believe that content performance will justify its cost. (1827 Marketing)
• The coronavirus will have an impact on ad spending in 2020. However, it could shift focus on utility, e-commerce, and live streaming. (The Drum)
• The pandemic caused CMOs to rethink their marketing strategy. 65% of marketers predict a decline in their annual marketing budget. 86% think their goals will be harder to reach. Half of the marketers surveyed believe that SEO is important in 2020. (Conductor)

Online Advertising Statistics

• 16 million US-based businesses received phone calls, requests for directions, messages, bookings, and reviews from Google in 2019. (Google Economic Impact)
• 36% of clicks to American advertisers come from overseas users. (Google Economic Impact)
• The median click-through rate for Google Ads decreased from 2.5% to 1.55% for the first quarter of 2020. (Smart Insights)
• More marketers look at podcasts as the next frontier of influencer marketing. (eMarketer)
• 80% of surveyed marketers feel that influencer marketing is effective. (Media Kix)
• 89% of marketers said that the return on investment from influencer marketing is comparable or better than those in other marketing channels. (Media Kix)
• In 2019, two-thirds of marketers planned on increasing their influencer marketing budget. (Media Kix)
• 61% of marketers feel that it’s difficult to find the right influencers for a campaign. (Media Kix)
• In fiscal year 2020, only digital channels can see net gains in their ad spend. (Influencer Marketing Hub)
• Internet advertising revenues will continue to grow in 2020 based on a 15.9% growth over 2019. (Influencer Marketing Hub)
• Adblock users prefer standard display ads. (Blockthrough)
• Experts predicted that the retail industry would spend the most on ads in 2020 at $65.4 billion. (99 Firms)
• 96% of users watched an explainer video to learn more about a product or service. (Wyzowl)
• 74% of users bought or downloaded software or an app after watching a video about it. (Wyzowl)
• For every dollar that you spend on influencer marketing, you can earn $6.50. (Digital Marketing Institute)
• 83% of online marketing campaigns have done no A/B testing for their landing pages. (James Bachini)
• 46% of consumers will perform an action after watching a video advertisement. (Hive Life)
• As of 2016, men spend more online than women at $220 versus $151 on average. (KPMG)
• Businesses have moved away from cookie-based audiences and have shifted to contextual advertising (serving ads based on the content shown to the user). (Oracle)

Mobile Advertising Statistics

• The Travel and Hospitality niche has the highest click-through rate out of all industries at 5.36% on mobile devices. (WordStream)
• The average click-through rate for Google Ads mobile is 4.10% on the search network and .60% on the display network. (WordStream)
• The Law and Legal industry has the highest cost per click on mobile search. (WordStream)
• The Arts and Entertainment industry has the lowest cost per click on mobile search. (WordStream)
• The average cost per click on Google Ads mobile is $2.67 for the search network and $.60 for the display network. (WordStream)
• Mobile searches related to same-day shipping indicate that people seek out fast delivery. (Think With Google)
• As of 2017, mobile searches with “near me” in the query grew three times over the last two years. (Think With Google)
• Mobile advertising will account for 30.5% of global advertising expenditure in 2020. (Zenith Media)
• Mobile ad spend will grow by an average rate of 21% per year from 2017 until 2020. (Zenith Media)
• Mobile holds a majority of internet advertising at 70%. (Influencer Marketing Hub)
• There’s a 74% increase in mobile advertising in the last nine years. (Influencer Marketing Hub)

Social Media Advertising Statistics

• The average click-through rate for Facebook Newsfeed is 1.11%. (Smart Insights)
• Facebook Stories has an average click-through rate of .79%. (Smart Insights)
• Instagram has an ad click-through rate of .22% (Smart Insights)
• LinkedIn also has a click-through rate of .22% (Smart Insights)
• The median click-through rate for Twitter ads is .86% (Smart Insights)
• Back in 2016, ad agency Zenith forecasted that social media will overtake newspapers in ad spending by 2020. (Zenith via CNBC)
• In a survey, 79% of users stated how they engage ads on social media depends on whether a platform can protect their privacy and data. (eMarketer)
• The average price per Facebook ad decreased by 5% in Q4 of 2019. (Facebook Q4 2019 Earnings Call)
• 80% of Pinterest sign-ups come from outside of the United States. (Hootsuite)
• Pinterest reaches 83% of women aged 25-54 in the US. (Pinterest)
• 78% of Pinterest users say that content from brands helps them bring ideas to life. (Pinterest)
• 77% of Pinterest users are grocery shoppers with 50% of them spending upwards of $500 on groceries in 30 days. (Pinterest)
• 70% of Pinterest users bought jewelry, watches, or accessories in the past six months. (Pinterest)
• 89% of marketers said that their influencer marketing strategy will focus on Instagram. (Media Kix)
• According to surveys, marketers feel that the top content formats on social media are Instagram Posts (78%), Instagram Stories (73%), and YouTube Videos (56%). (Media Kix)
• 76% of video marketers plan to include Facebook on their 2020 video marketing strategy. (Wyzowl)
• 66% of video marketers will include LinkedIn in their 2020 video strategy. (Wyzowl)
• 65% of video marketers plan on using Instagram for their video marketing strategy. (Wyzowl)
• Only 38% of video marketers will use Twitter for their 2020 video marketing strategy. (Wyzowl)
• 15% of video marketers will include TikTok in their 2020 marketing strategy. (Wyzowl)
• Snapchat will see less activity as only 9% of video marketers plan on leveraging the platform for video ads. (Wyzowl)
• 86% of women use social media for purchasing advice. (Digital Marketing Institute)

YouTube Advertising Statistics

• As of March 2019, the average influencer rate for a YouTube sponsorship is $315 for users with 500-5K followers, $908 for those with 5K-30K followers, $782 for those with 30K to 500K, and $3,857 for celebrities with more than 500K followers. (eMarketer)
• As of the Q3 of 2020, YouTube reaches 77% of teens and young adults that use the service in the US. (Statista)
• The top video formats on YouTube are product review videos, how-to videos, and vlogs. (Octoly)
• Only 24% of marketers have plans to create strategies for YouTube Live. (SproutSocial)
• YouTube marketing videos need to have good production value but more than that, relatability is 1.6 times more important. (SproutSocial)
• 29% of marketers believe that pre-roll, skippable YouTube ads are the most effective format. (SproutSocial)
• You can include webinars to acquire B2B customers as it’s one of the top-performing content types thanks to their informative and personal approach. (SproutSocial)
• 88% of marketers plan to include YouTube in their marketing strategy in 2020. (Wyzowl)
• YouTube remains the most widely used platform for video marketers at 85% in 2019. (Wyzowl)

Advertising Statistics – Summary

Based on the latest statistics available to everyone, it looks like there will be a major shift in advertising which will lean more toward social media, influencers marketing, and video advertisements.

Because of the events that unfolded in 2020 and 2021, more and more people rely on digital platforms and e-commerce. And until the situation turns for the better, the current trend is set to continue in the near future.

You might want to focus on boosting your online presence and less so on traditional media for now. As some of the statistics suggest, you can use newer platforms like podcasts to advertise.

Further Reading Related to Advertising Statistics:

• The Ultimate List Of Remote Work Statistics
• 21 Entrepreneur Facts and Statistics You Should Know
• 35+ LinkedIn Statistics You Should Know