2017 Digital Marketing Stats You Should Know

2017 Digital Marketing Stats, digital marketing stats

As we close out 2016 and welcome 2017, it is once again time for predictions season in the digital marketing world, and our “2017 Digital Marketing Stats You Should Know” resource guide is packed with the important insights that should be top-of-mind. We have scoured primary data and resources to provide you with a collection of key facts that will hopefully help you and your organization optimize your business model for a success.

Digital marketers have become all too accustomed with the continuously changing behavior of users. Couple that with technical innovations, such as the predicted consumer adoption of virtual reality, marketers who stagnate will find themselves diminished and behind the curve.

The United States, as the leading global economy, is predicted to experience significant growth due to the expected preferential business policies that will be implemented by the new administration. Further, we are currently amidst the highest CEO confidence levels since the depression of 2008, and marketers are projected to increase spending by over 14% year over year. The combination of these three figures warrants an increase in business revenue and ad spend.

As a final note, many of the marketing spend increases will be attributed to technology and automation. Artificial intelligence (AI) will be undoubtedly the poster child of 2017, and marketers can expect to see different types of AI across all marketing initiatives to come.

Continue reading to learn more about how automation, technology and artificial intelligence will be the formidable drivers of ad revenue and growth in the 2017 digital space, influencing ad spend across social platforms, paid search, display, TV, OTT, video, radio and other digital outlets.

We wish you a happy and healthy 2017, full of success and digital marketing innovations!

Melissa Lopez, CEO

Katana

Here is a list of our 2017 digital marketing stats you should be aware of as we enter 2017:

  • Global advertising revenues will reach $510.7 billion in 2017, a 6% growth from 2016’s $493 billion. Source: www.mediapost.com
  • US Digital ad spend growth is projected to increase 11.01% YoY from $68.1 billion in 2016 to $75.6 billion in 2017.


  • In 2017, digital advertising is predicted to aggregate $72.72 billion ad dollars while TV is expected to reach $82.86 billion.


  • TV ad spend is forecasted to grow by an estimated 2% each year until 2020. In 2020, TV ad spending’s share will fall below one-third of the total media ad spend for the first time in US history. Source: www.emarketer.com
  • Radio advertising spend will reach $17.87 million in 2017, experiencing 1.07% growth YoY.


  • Mobile will continue to accelerate overall digital ad spend, growing 38% in 2016, accounting for $43.60 billion of total ad spend. Mobile ad spend represented 63.4 of total digital ad spend in the United States. Source: www.emarketer.com
  • Digital is the frontrunner of all media spend, accounting for 38.4% of total media spend in comparison to print’s 9% ad spend.


  • In 2016, mobile users spent 3:08 non-voice minutes interacting with their devices using radio, social networks and video. In 2017 mobile users will increase non-voice minutes by 3.24% to 3:18, with the majority of time spent listening to mobile radio platforms. Source: www.emarketer.com
  • Monthly digital video viewers will increase 5.3% globally, increasing from 695.5 million viewers in 2016 to 4 million viewers in 2017. Source: www.emarketer.com
  • On desktop and laptops, ad blocking will increase 21.99%, from 63.2 million in 2016 to 77.1 million in 2017. Furthermore, ad blocking on smartphones will increase 43.48% from 20.7 million in 2016 to 29.7 million in 2017. Source: www.emarketer.com
  • Native ads are taking over digital advertising, largely attributed to social media platforms like Facebook. In 2017, native display is projected to reach $20.9 billion, an increase of 24.4% from $16.8 billion in 2016. Source: Source: www.emarketer.com
  • Globally, net media advertising revenues increased by 5.7% in 2016 as the result of digital ad sales augmenting by 17%. Meanwhile, offline media ad sales, including channels such as linear TV, print, radio and out-of-home flatlined at 0.3% growth. Source: magnaglobal.com
  • In 2016, digital ad sales experienced a growth of 16.9% in comparison to offline ad sales 0.3% growth. Furthermore, North America (specifically the United States) accounted for the majority of global media spend and growth. North America was responsible for 39% of the total share, increasing 6.9%.


  • Social media is the largest contributor to digital budgets and the fastest growing format. Social media advertising sales (including video) increased by 46% globally in 2016 to $33 billion. In 2017, advertising sales are expected to grow at a steady rate of 29%. Source: www.magnaglobal.com
  • In 2016, Facebook increased revenue by 55% YoY to $24.7 billion, and its net income increased 165% to $7.5 billion. In 2017, Facebook ad revenue is expected to grow 36% to $33.76 billion. Source: www.emarketer.com
  • Digital video is projected to increase 19.2% — from $9.84 billion ad spend in 2016 to $11.72 billion ad spend in 2017 YoY.


  • Cord-cutters will increase 15.4% from 5.5 million in 2016 to 4 million in 2017. Source: www.emarketer.com
  • Twitter was predicted to generate nearly 90% of its revenues from mobile devices, worldwide. In 2017, Twitter is predicted to grow 24.9% from $2.61 billion in ad revenue to $3.26 billion. Source: company reports; www.emarketer.com, March 2016
  • Snapchat’s ad revenue is projected to capture $935.46 million in 2017, accounting for 2% of total social network ad spend. YoY from 2016 to 2016, Snapchat’s ad revenue is forecasted to grow 155.1%. Source: www.emarketer.com
  • eMarketer projects that Google dominated the global paid search marketing in 2016, bringing in $57.8 billion in total digital ad revenue, and is projected to bring $62.15 billion in revenue in 2017.
  • Google’s net ad revenue is predicted to grow 7.5% in 2017. Source: www.emarketer.com