Advertisers are spending more but also being forced to prove impact with tighter measurement as privacy safe methods become standard. Programmatic is projected to hit $120.4 billion by 2028 and digital video is expected to reach $144.8 billion, while marketers report ad performance gains that hinge on choices like A B testing, segmentation, and contextual targeting. Let’s look at the specific benchmarks, from Facebook CPM to email open rates, that explain why budgets are shifting and which tactics are actually moving results.
Key Takeaways
- Average cost per thousand impressions (CPM) for Facebook ads was $11.30 in 2023
- Average open rate for ad creatives in email marketing used to drive advertising performance was 21% in 2023
- The average email marketing click-through rate (CTR) across industries was 2.5% in 2024.
- Connected TV (CTV) ad market expected to grow at a CAGR of 18.2% from 2024-2029
- Programmatic advertising market expected to reach $120.4 billion globally by 2028
- Digital video advertising market size expected to reach $144.8 billion by 2028
- 35% of US adults say they’ve seen ads for products they later bought in the past year in 2023 Pew study
- 68% of marketers use A/B testing for digital advertising optimization in 2024 report
- 45% of advertisers use audience segmentation for display ads in 2024 report
- US digital advertising costs rose 9% in 2023 vs 2022 (CAGR reported)
- $10.0 billion spent on political advertising in the US in 2024 (election year forecast)
- $2.2 billion digital ad spend in US automotive in 2023
- The average gross margin of ad-supported streaming services improved to 22% in 2023 (industry average).
Digital advertising is getting more data driven and efficient, from $11.30 Facebook CPM to 68% of marketers using A/B testing.
Related reading
01 · Category
Performance Metrics4 stats
01
Average cost per thousand impressions (CPM) for Facebook ads was $11.30in 2023
02
Average open rate for ad creatives in email marketing used to drive advertising performance was 21% in 2023
03
The average email marketing click-through rate (CTR) across industries was 2.5% in 2024.
04
Mobile in-app ads produced 2.5x higher engagement rates than mobile web in a 2023 benchmark study.
Interpretation
Performance Metrics Interpretation
Performance metrics show stronger efficiency and engagement in 2023 and 2024, with Facebook CPM at $11.30 and mobile in app ads delivering 2.5x higher engagement than mobile web while email performance rises from a 21% open rate in 2023 to a 2.5% average click through rate across industries in 2024.
02 · Category
Industry Trends7 stats
01
Connected TV (CTV) ad market expected to grow at a CAGR of 18.2% from 2024-2029
02
Programmatic advertising market expected to reach $120.4 billion globally by 2028
03
Digital video advertising market size expected to reach $144.8 billion by 2028
04
92% of marketers say they use digital channels for advertising and promotions (2024).
05
63% of US marketers say they increased their digital ad spend in 2024 versus 2023 (2024).
06
37% of marketers plan to expand their use of influencer marketing in 2024 (2024)
07
41% of marketers say they have adopted privacy-safe measurement methods such as aggregated reporting (2024)
Interpretation
Industry Trends Interpretation
Industry Trends are pointing to rapid growth and shifting strategies, with the connected TV (CTV) ad market projected to grow at a CAGR of 18.2% from 2024 to 2029 as 41% of marketers adopt privacy-safe measurement methods like aggregated reporting and more brands expand digital spend.
03 · Category
User Adoption7 stats
01
35% of US adults say they’ve seen ads for products they later bought in the past year in 2023 Pew study
02
68% of marketers use A/B testing for digital advertising optimization in 2024 report
03
45% of advertisers use audience segmentation for display ads in 2024 report
04
39% of advertisers use contextual targeting since cookie deprecation in 2024 survey
05
47% of advertisers use first-party data for advertising in 2024 report
06
4.4% of US adults reported seeing digital ads on social media that influenced what they bought in the past month (2024).
07
90% of US internet users report they use at least one social media platform (2024)
Interpretation
User Adoption Interpretation
For the User Adoption angle, the data shows that while 35% of US adults already act on ads they later buy, only 4.4% of US adults say digital social media ads influenced their recent purchase, highlighting a large gap between general ad exposure and direct adoption driven by social platforms.
More related reading
04 · Category
Cost Analysis8 stats
01
US digital advertising costs rose 9% in 2023 vs 2022 (CAGR reported)
02
$10.0 billion spent on political advertising in the US in 2024 (election year forecast)
03
$2.2 billion digital ad spend in US automotive in 2023
04
$1.5 billion spent on connected TV ads in the US in Q1 2024
05
$37.2 billion US TV ad spending in 2023
06
The average cost per click (CPC) for search ads was $2.69in 2024.
07
In 2024, the average banner ad CPM on programmatic marketplaces was $3.12(US).
08
US total advertising expenditures were $340.0 billion in 2022 (all media categories)
Interpretation
Cost Analysis Interpretation
Cost pressures are rising across US digital and video channels, with US digital ad costs up 9% in 2023 versus 2022 and spending climbing further to $37.2 billion in TV ads in 2023 and $1.5 billion on connected TV ads in Q1 2024.
05 · Category
Market Size1 stats
01
The average gross margin of ad-supported streaming services improved to 22% in 2023 (industry average).
Interpretation
Market Size Interpretation
In the Market Size category, the industry-wide average gross margin for ad-supported streaming services rose to 22% in 2023, signaling improving profitability and a stronger economic foundation for market growth.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Marcus Engström. (2026, February 13). Advertisements Using Statistics. Gitnux. https://gitnux.org/advertisements-using-statistics
MLA
Marcus Engström. "Advertisements Using Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/advertisements-using-statistics.
Chicago
Marcus Engström. 2026. "Advertisements Using Statistics." Gitnux. https://gitnux.org/advertisements-using-statistics.
Sources & references
27 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)