Digital advertising has taken over modern marketing in much the same way that weeds take over a neglected garden—aggressively, unapologetically, and with no signs of slowing down. In 2022, it accounted for 67% of total global ad revenue, a figure that’s expected to balloon to 73% by 2028, at which point we’ll likely just accept that every waking moment of our lives is sponsored content. Global digital ad spending is projected to hit a staggering $740.3 billion in 2024, ensuring that no matter where you go—your phone, your laptop, your smart fridge—some algorithm is patiently waiting to remind you that you still need to buy toothpaste.
The effectiveness of digital advertising is, unfortunately, undeniable. Viewable impressions can increase conversion rates by 95%, which suggests that, yes, people really do buy things simply because they were in their line of vision. Fraud-free impressions (which is a charmingly optimistic phrase, implying that most impressions are fraudulent) can boost conversions by an absurd 363%, and retargeting ads increase the likelihood of a purchase by 70%. Which explains why that pair of shoes you briefly considered three weeks ago now follows you around the internet like an overly attached ghost.
But with great power comes, of course, the potential for disaster. Brands must tread carefully, as 65% of consumers claim they would stop buying from a company that advertises alongside misleading content. Which means that in addition to convincing you to buy things you don’t need, advertisers now have the added challenge of ensuring their ads don’t accidentally show up next to an article claiming the moon landing was faked.
In this article, we’ll dive into the latest digital advertising statistics, exploring trends like the rise of connected TV (CTV) advertising, digital audio growth, and the increasing need for brand safety and contextual ad placements. Because as digital advertising continues to evolve, businesses have two choices: refine their strategies or accept their fate as the ad equivalent of an awkward banner placement on a conspiracy theory website.
- Global Digital Advertising Revenue: In 2023, the United States led the global digital advertising market with revenues exceeding $270 billion. statista.com
- Digital Advertising’s Share of Total Ad Revenue: Digital advertising accounted for 67% of total global ad revenue in 2022, with projections indicating an increase to 73% by 2028. statista.com
- Projected Global Digital Ad Spend: Global digital ad spending is anticipated to grow by 8.9% in 2024, reaching $740.3 billion. oberlo.com
- Digital Advertising Market Growth: The global digital advertising and marketing market was valued at $667 billion in 2024 and is projected to reach $786.2 billion by 2026. wordstream.com
- Consumer Engagement with Contextual Ads: Ads that align with the content they’re placed alongside see a 23% increase in detail memory and a 27% increase in global memory among consumers. integralads.com
- Consumer Preference for Contextual Advertising: Approximately 74% of consumers prefer ads that match the content they’re viewing, and 72% say that the page’s content influences their perception of the ads around it. integralads.com
- Impact of Viewability on Conversion Rates: Viewable impressions lead to a 95% increase in conversion rates compared to non-viewable ones. integralads.com
- Brand-Safe Advertising Benefits: Brand-safe impressions result in a 233% lift in conversion rates. integralads.com
- Fraud-Free Advertising Impact: Fraud-free impressions lead to a 363% increase in conversion rates. integralads.com
- Consumer Concern Over Misinformation: 80% of consumers consider misinformation a serious problem in digital media, and 65% are likely to stop buying from a brand that advertises next to misinformation. integralads.com
- Comfort with Social Media Ads: 54% of consumers are comfortable engaging with brands that appear alongside personal content on social media. integralads.com
- Effectiveness of In-Feed Social Media Ads: 46% of consumers are more likely to engage with in-feed ads compared to ads on the open web. integralads.com
- Connected TV (CTV) Advertising Growth: Aligning ads with the tone and context of CTV content can increase brand impact by up to 49%. integralads.com
- Digital Audio Advertising Spend: Ad spending in the digital audio advertising market is projected to reach more than $10 billion in 2023 and $13 billion by 2028. hubspot.com
- Digital Advertising’s Share in the UK: Digital advertising is expected to account for 81% of the UK’s advertising revenue, contributing to the industry’s projected revenue surpassing £40 billion next year. thetimes.co.uk
- Global Advertising Industry Revenue: The global advertising industry is expected to surpass $1 trillion in revenue this year, with more than half of global ad spending concentrated in five major companies: Amazon, Alphabet, Meta, Alibaba, and ByteDance. investors.com
- Digital Advertising in Australia: In the past financial year, advertisers in Australia spent $15.6 billion on internet advertising, marking a 9.7% increase. Video advertising grew by 18.6% to $4.1 billion, with connected TV comprising 55% of this expenditure. theaustralian.com.au
- Digital Advertising in Spain: The advertising industry in Spain has shown significant growth in terms of business volume and employment, contributing 1.21% to the GDP. elpais.com
- Retail Media Expansion: Bunnings is expanding its presence in the Australian retail media market by rolling out 300 large, in-store LED screens to advertise products, following similar strategies by retailers like Woolworths and Coles. theaustralian.com.au
- Digital Advertising in Newsletters: Journalists utilizing platforms like Substack for independent newsletters are increasingly managing advertising deals themselves, with some predicting that ads will constitute 20% of their 2025 revenue. wsj.com
- Digital Advertising in the UK: The British advertising industry is forecasted to surpass £40 billion in revenue next year, driven largely by digital advertising, with digital accounting for 81% of the industry’s revenue. thetimes.co.uk
- Digital Advertising’s Impact on Brand Awareness: Digital ads can increase brand awareness by 80%. wordstream.com
- Consumer Response to Display Ads: Consumers are 155% more likely to look up brand-specific terms after being exposed to display ads. wordstream.com
- Retargeting Ad Effectiveness: Customers are 70% more likely to make a purchase from a retargeting ad. wordstream.com
- Digital Advertising’s Share of Total Media Ad Spend: In 2025, digital advertising is projected to account for more than 75% of worldwide total media ad spending, marking a significant milestone in the industry’s growth. emarketer.com
Digital advertising isn’t just thriving—it’s expanding at an alarming rate, like a well-fed goldfish that refuses to be contained. By 2025, it’s expected to swallow up over 75% of total media ad spending, which means that soon, the only thing not monetized will be the inside of your eyelids (and even that feels temporary). The brands that will succeed in this increasingly crowded, data-driven arena are the ones that master the delicate art of personalization, automation, and making you feel just enough like an individual before bombarding you with algorithmically curated ads for ergonomic office chairs.
The numbers don’t lie: whether through contextual advertising, social media engagement, or retargeting campaigns that haunt you like a mildly unsettling ex, digital ads wield undeniable influence over brand awareness and conversions. Marketers who embrace emerging technologies like CTV and digital audio will have the best shot at capturing what’s left of our dwindling attention spans, while those who cling to outdated tactics will be about as effective as a banner ad on a dial-up modem.
Ultimately, the secret to surviving the ever-mutating world of digital advertising is simple: keep up or disappear into irrelevance. Stay ahead of trends, cater to consumer preferences, and for the love of all things clickable, don’t let your ad show up next to a conspiracy theory video about lizard people.
Written by: Tony Zayas, Chief Revenue Officer
In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.