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Worldwide Digital Advertising Market Model

IDC's Worldwide Digital Advertising Market Model (DAMM) provides data on quarterly spending on internet advertising in 44 countries, including the United States, Canada, the United Kingdom, France, Germany, and Japan. It reports advertising spending by geography, by industry vertical, by medium, and in digital, by advertising format (mobile and desktop search, display, and video), and other breakouts (mobile platform, mobile device, social). A five-year forecast complements the data set. All numbers are at a quarterly resolution. IDC's internet advertising is the only product in the market tracking worldwide internet advertising comprehensively. As such, it is an indispensable tool for publishers, ad tech vendors, and ad agencies to develop their corporate strategy and product plans and for sales forecasting and planning. This product includes a separate programmatic advertising forecast pivot table.


Markets Covered

This product covers the following segments of the Worldwide Digital Advertising Market Model market:

  • Quarterly internet advertising in 44 countries including the United States, Canada, the United Kingdom, France, Germany, and Japan
  • Spending by advertising format: Online search, online display, online video, mobile search, mobile display, and mobile video
  • Social advertising
  • Insights into internet advertising spending by industry segment
  • Programmatic advertising forecast features spending by sales channel for digital, TV, and radio: Real-time bidding (RTB), private marketplaces, automated guaranteed, header bidding, programmatic guaranteed, and direct sales

Subjects Analyzed

Throughout the year, this product will address the following topics:

  • Total internet advertising, growth trends, and differences by market
  • Spending by advertising formats, growth rates, and market shares: Online search, display, and video; mobile search, display, and video
  • U.S. vendor market shares for total spending and spending by major advertising formats
  • Social advertising
  • Sales channels

Key Questions Answered

Our research addresses the following issues that are critical to your success:

  1. How much spending was there in total on internet advertising in specific markets?
  2. How did spending break down by advertising formats?
  3. How much spending will there be short term?
  4. How much spending will there be long term?
  5. How does spending distribute across different sales channels?

Worldwide Digital Advertising Market Model: U.S. Digital Ad Sales by Channel, 2016


Timely Delivery and Support

Throughout the year, this product will offer insight into the latest trends impacting the market. Potential studies include:

Worldwide Digital Advertising Market Model, 4Q18

Ad spend report: Total spending, ad formats, vendors

Worldwide Digital Advertising Market Model, 1Q19

Ad spend report: Total spending, ad formats, vendors

Worldwide Digital Advertising Market Model, 2Q19

Ad spend report: Total spending, ad formats, vendors

Worldwide Digital Advertising Market Model, 3Q19

Ad spend report: Total spending, ad formats, vendors


Respond to Today's Dynamic Market


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Meet the Experts
Archana Ramachandra

Research Manager, ConsumerScape 360° and Consumer Primary Research

Karsten Weide

Program Vice President, Media & Entertainment