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Search has 20%+ ad spend share across major international markets in 2018



By
04 October 2018




Marketing intelligence service WARK has reported some 2018 projections for global advertising spend, based on data from 12 major markets: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, the UK and the USA.

Some key numbers:

  • Search advertising spend in these 12 markets in 2018 will total $100.5B, up 11% from 2017.
  • Of that, $62.7B - 62.4% of total - will be spent on mobile ads.
  • 2018 search share of ad spend:
    • Globally 20%+
    • USA 22%
    • China 26%
    • UK nearly 30%
  • Most growth in search ad spend share has been at the expense of display advertising.
  • Google will be #1 in ad revenues, possibly up as much as 20% from $85.8B in 2017.

With total search advertising spend increasing at the rate of 11% a year - driven primarily by rapid gains in mobile ad spend - is it any wonder that Google is pursuing a mobile first approach to search?

Quoting from Google's Best Practices for Mobile-First Indexing :

"Mobile-first indexing means Google will predominantly use the mobile version of the content for indexing and ranking...Since the majority of users now access Google via a mobile device, the index will primarily use the mobile version of a page's content going forward. We aren't creating a separate mobile-first index. We continue to use only one index."


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David Boggs    - David
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