Research Outline

Brand Marketing Trends


To find statistics that show a shift in ad spending from brand-based to performance-based advertising to support the hypothesis that marketers are spending a greater share of their marketing budgets on performance-based ads owing to challenges and limitations in advertising at scale.

Early Findings

Growth in Advertising Spend in 2018 (by Media in the US)

Growth in Performance Pricing's Share of Internet Advertising

  • The share of performance pricing in total internet advertising revenue in the United States rose from 41% in 2005 to a high of 66% in 2012; it was 62% in 2018.
  • In the period 2005 to 2018, the share of CPM pricing reduced from 46% to 35%.

Emarketer's Projections for Digital's Share of Total Advertising Spend (US)

Quadrupling of Internet Advertising Spend in the Period 2010-2018 (US)

  • Between 2010 and 2018, internet advertising spend in the United States grew from $26 million in 2010 to $107.5 million in 2018.