IDC Spending Guide

Worldwide Digital Advertising Market Model

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IDC's Worldwide Digital Advertising Market Model (DAMM) provides data on the quarterly spending on digital advertising in 49 countries, including the United States, Canada, the United Kingdom, France, Germany, Japan, and China. It reports advertising spending by geography, industry vertical, and medium and, in digital, by advertising format (mobile and desktop search, display, video, and other) and further breakouts (mobile platform, mobile device, and 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, ad agencies, and brands 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 and Technologies Covered


  • Quarterly internet advertising in 49 countries including the United States, Canada, the United Kingdom, France, Germany, Russia, Japan, China, India, and Brazil
  • Spending by advertising format: Mobile search, display, video, and other; desktop search, display, video, and other
  • Insights into internet advertising spending by industry segment
  • Programmatic advertising forecast features spending by sales channel for digital (including video and connected TV), TV, and radio: Open exchanges, private marketplaces, programmatic direct and direct sales
  • 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

Geographic Coverage


  • 9 regions: The United States, Canada, Japan, Western Europe, Central and Eastern Europe, the Middle East and Africa, Latin America, PRC, and Asia/Pacific
  • 53 geographies: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Korea, Malaysia, Mexico, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Portugal, PRC, the rest of Asia/Pacific, the rest of CEE, the rest of Latin America, the rest of the Middle East and Africa, Romania, Russia, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, the United Arab Emirates, the United Kingdom, the United States, Venezuela, and Vietnam

Data Deliverables


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

  • Worldwide Digital Advertising Market Model - delivered quarterly

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 in the short term?
  4. How much spending will there be in the long term?
  5. How does spending distribute across different sales channels?

Companies Analyzed


IDC's Worldwide Digital Advertising Market Model provides data on quarterly spending on internet advertising in 49 countries, including the United States, Canada, the United Kingdom, France, Germany, Japan, and China. It reports advertising spending by geography, industry vertical, and medium and, in digital, by advertising format (mobile and desktop search, display, and video) and other breakouts (mobile platform, mobile device, and social). A five-year forecast complements the data set. All numbers are at a quarterly resolution.



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