Digital Ad Spend Composition in Key Markets 2024: China, US, Europe, Southeast Asia
This infographic compares the share of digital ad spending by channel across China, the US, Europe, and Southeast Asia, highlighting channel preferences and market maturity differences.
Market Overview
- China, the US, Europe, and Southeast Asia are the four most active regions in global digital ad spending, together accounting for over 75% of the global digital ad market in 2024.
- Due to differences in internet ecosystems, user habits, and regulatory environments, the ad channel spending structure varies significantly across markets.
Channel Definitions and Measurement
- Search Ads: Includes keyword ads and shopping ads on search engines (e.g., Google Ads, Baidu).
- Social Media Ads: Includes paid placements on platforms like Facebook, Instagram, TikTok, and WeChat.
- Video Ads: Refers to pre-roll, mid-roll, and skippable ads on online video platforms (e.g., YouTube, iQiyi).
- Display Ads: Includes banners, rich media, native ads, and other non-search, non-social, non-video formats.
- Others: Includes classifieds, email marketing, affiliate marketing, etc.
Ad Spend Share by Market (2024 Estimate)
China
- Search Ads: 35%
- Social Media Ads: 28%
- Video Ads: 20%
- Display Ads: 12%
- Others: 5%
US
- Search Ads: 40%
- Social Media Ads: 30%
- Video Ads: 15%
- Display Ads: 10%
- Others: 5%
Europe
- Search Ads: 38%
- Social Media Ads: 28%
- Video Ads: 14%
- Display Ads: 15%
- Others: 5%
Southeast Asia
- Search Ads: 30%
- Social Media Ads: 35%
- Video Ads: 18%
- Display Ads: 10%
- Others: 7%
Key Insights
- Search ads remain the largest channel overall, but in Southeast Asia, social media ads surpass search, reflecting mobile-first and social-first user behavior.
- Video ads account for a higher share in China and Southeast Asia (20% and 18%), driven by the explosive growth of short-video platforms.
- Display ads have a relatively higher share in Europe (15%), influenced by mature programmatic buying ecosystems.
- The "Others" channel remains small across all markets, indicating high concentration in digital advertising.
Sources: eMarketer, Statista, and industry estimates; 2024 figures are forecast based on trends.
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