A. Guttmann
Research Lead covering media
Search advertising in the United States - statistics & facts
Search is the digital advertising format that enjoys the highest investments in the United States. In 2024, search ad spending stood at 137 billion U.S. dollars. It accounted for 40 percent of the U.S. digital ad spending, more than ten percentage points ahead of the second largest format - display. Search attracts more than twice as much ad investments as TV, which was the most invested-in traditional medium in the U.S. in 2024. Market research shows that search ad spending will continue to grow in the coming years at a healthy pace to reach 222 billion dollars by 2029. Currently, search engines and online retailers are the top beneficiaries of advertisers’ love affair with search, but changes are looming.
