Display advertising remains a major part of digital advertising, even as video, social, and automated buying reshape the market. U.S. display advertising revenue reached $74.3 billion in 2024, while Europe’s display market excluding social reached €18.782 billion in constant 2023 euros. The figures below separate geography, format, measurement period, and buying method so the comparisons remain clear.
Contents
- U.S. display advertising revenue
- U.S. display share and growth
- Programmatic buying and display
- UK display advertising and video
- Europe’s display market
- European video and audio formats
- European display advertising by country
U.S. display advertising revenue
The U.S. display advertising revenue series shows a substantial increase between 2020 and 2024. Revenue rose from $44.0 billion in 2020 to $56.7 billion in 2021, then reached $63.5 billion in 2022. It was $66.1 billion in 2023 and $74.3 billion in 2024.
| Year | U.S. display advertising revenue |
|---|---|
| 2020 | $44.0 billion |
| 2021 | $56.7 billion |
| 2022 | $63.5 billion |
| 2023 | $66.1 billion |
| 2024 | $74.3 billion |
Source: IAB/PwC Internet Advertising Revenue Report: Full Year 2024.
The annual figures describe U.S. display as Banner, Rich Media, Sponsorship, and Native. Digital video is reported separately, so this display series should not be treated as a complete measure of every digital ad format that may appear visually on a screen. The measurement scope matters when comparing display with broader digital advertising totals.
The largest year in the series was 2024, when display revenue was $74.3 billion. The 2024 level followed $66.1 billion in 2023 and a reported 12.4% year-over-year increase. The data therefore shows both long-term expansion and a faster pace of growth in 2024 than in 2023.
U.S. display share and growth
Display’s share of U.S. internet advertising revenue stayed close to three tenths of the market across the five reported years. It represented 30.3% in 2020, 29.4% in 2021, 30.0% in 2022, 29.4% in 2023, and 28.7% in 2024.
| Year | Display share of U.S. internet advertising | Year-over-year display growth |
|---|---|---|
| 2020 | 30.3% | — |
| 2021 | 29.4% | 28.9% |
| 2022 | 30.0% | 12.0% |
| 2023 | 29.4% | 4.0% |
| 2024 | 28.7% | 12.4% |
Source: IAB/PwC Internet Advertising Revenue Report: Full Year 2024.
The year-over-year growth figures were 28.9% in 2021, 12.0% in 2022, 4.0% in 2023, and 12.4% in 2024. This combination—revenue growth alongside a slightly lower share in 2024—shows why share and absolute revenue answer different questions. Display revenue can increase while other internet advertising categories grow faster.
For readers assessing campaign opportunity, the practical distinction is between market scale and market mix. The 2024 revenue figure indicates a large addressable market; the 28.7% share indicates that display was one component of U.S. internet advertising rather than the whole market. These figures are historical measurements, not forecasts.
Programmatic buying and display
Programmatic is a buying method, not a separate advertising format. Its totals can therefore overlap with display advertising. In the U.S., programmatic advertising revenue reached $134.8 billion in 2024, an 18.0% increase year over year. The increase from 2023 to 2024 was reported as $20.6 billion.
The 2024 U.S. programmatic-revenue split was 61% open real-time bidding through programmatic or demand-side platforms and 39% programmatic direct. The latter category included private marketplaces, preferred deals, and automated guaranteed buying.
| U.S. programmatic measure, 2024 | Reported figure |
|---|---|
| Total programmatic advertising revenue | $134.8 billion |
| Year-over-year increase | 18.0% |
| Increase from 2023 to 2024 | $20.6 billion |
| Open real-time bidding / programmatic-DSP share | 61% |
| Programmatic direct share | 39% |
Source: IAB/PwC Internet Advertising Revenue Report: Full Year 2024.
The same report put U.S. non-programmatic placement revenue excluding search at $20.9 billion in 2024, down 4.9% year over year. Because programmatic can include multiple formats, the programmatic total should not be added to display revenue as though it were a separate slice. Instead, the figures describe how advertising is bought and how a format is classified.
UK display advertising and video
The UK H1 2024 display advertising market reached £6.52 billion, up 22% year over year. Video represented £4.12 billion and grew 26%, while non-video display reached £2.40 billion and grew 17%.
For comparison, UK H1 2023 total display spend was £5.33 billion, consisting of £3.28 billion in video and £2.05 billion in non-video display. UK H1 2022 total display spend was £5.08 billion, with £2.97 billion in video and £2.11 billion in non-video display.
Source: IAB UK / MediaSense Digital Adspend H1 2024.
The UK annual series covers a different measurement period from the H1 figures. In 2024, UK video display advertising spend was £8.3 billion, up 20% year over year. Video accounted for 64% of UK online display advertising spend in 2024, compared with 51% five years earlier. Mobile video advertising spend was £6.10 billion, also up 20%, while connected-TV advertising spend grew 22%.
Source: Digital Adspend 2024: UK’s overall digital ad market hits £35.5bn.
The UK H1 and annual series should not be combined as if they used identical periods or scopes. The annual video display measure includes social, publishers, outstream, advertising-supported video on demand, and broadcaster video on demand. The distinction is important when interpreting the apparent shift toward video.
Europe’s display market
Europe’s digital advertising market reached €118.925 billion in 2024, measured in constant 2023 euros, and grew 16.0% year over year. The comparable market was €102.537 billion in 2023 and €92.288 billion in 2022.
Display excluding social represented 28.1% of Europe’s digital advertising market in 2023 and 33.3% in 2024. On the same constant-2023-euro basis, the display market excluding social was €16.464 billion in 2023 and €18.782 billion in 2024, a 14.1% year-over-year increase.
| Europe measure | 2023 | 2024 |
|---|---|---|
| Digital advertising market | €102.537 billion | €118.925 billion |
| Display excluding social | €16.464 billion | €18.782 billion |
| Display excluding social share | 28.1% | 33.3% |
Source: IAB Europe AdEx Benchmark 2024 Report.
The European display figures exclude social and use constant 2023 euros. That scope differs from the UK annual video series and from the U.S. classification, so the regional totals are best read within their own reporting frameworks. They provide market scale and direction, not a directly interchangeable global total.
European video and audio formats
Within Europe’s non-social display market, video and audio both expanded in 2024. Non-social display video advertising spend grew 24.5% year over year, while non-social display audio advertising spend grew 18.3%.
Non-social display video increased from €10.787 billion in 2023 to €13.431 billion in 2024, measured in constant 2023 euros. Non-social display audio increased from €891 million to €1.054 billion over the same period and on the same basis.
Non-social display video accounted for more than 50% of display advertising in nine European markets in 2024. This is a market-count statement, not a claim that video exceeded half of the entire European market. It applies to the non-social display context described by the IAB Europe report.
Source: IAB Europe AdEx Benchmark 2024 Report.
The format figures put the European shift into measurable terms: video added €2.644 billion between 2023 and 2024, while audio added €163 million. The reported growth rates also show that audio expanded, although from a smaller base than video. These values are estimates of advertising spend reported in constant 2023 euros, rather than current-price euro figures.
European display advertising by country
The 2024 country figures below cover display advertising excluding social and are reported in constant 2023 euros. The UK had the largest listed market at €9.134 billion, followed by Germany at €5.347 billion and Turkey at €4.399 billion.
| Country | 2024 display excluding social |
|---|---|
| UK | €9.134 billion |
| Germany | €5.347 billion |
| Turkey | €4.399 billion |
| France | €2.359 billion |
| Italy | €2.113 billion |
| Spain | €1.783 billion |
| Czech Republic | €1.142 billion |
| Netherlands | €1.061 billion |
| Switzerland | €831 million |
| Sweden | €761 million |
| Austria | €703 million |
| Poland | €644 million |
| Belgium | €527 million |
| Norway | €447 million |
| Denmark | €339 million |
Source: IAB Europe AdEx Benchmark 2024 Report.
The country data shows a wide range of market sizes across Europe. France’s 2024 market was €2.359 billion and Italy’s was €2.113 billion, while Spain reached €1.783 billion. The Czech Republic and Netherlands were each just above €1 billion, at €1.142 billion and €1.061 billion respectively.
Among the smaller listed markets, Switzerland reached €831 million, Sweden €761 million, Austria €703 million, and Poland €644 million. Belgium was €527 million, Norway €447 million, and Denmark €339 million. All of these values use the same excluding-social scope and constant-2023-euro basis, which makes them suitable for within-table comparison.
For advertising planning, country-level scale should be read alongside format and buying-method definitions. A display market total does not by itself indicate the share bought programmatically, the proportion delivered as video, or the performance of a particular campaign. Those are separate measurements, and the U.S., UK, and European sources use different boundaries that should remain explicit.