Key figures
| Metric | Value | Note |
|---|---|---|
| Search advertising | 38% | |
| Social media advertising | 29% | |
| Video advertising | 15% | |
| Display advertising | 12% | Non-search, non-social display |
| Email marketing | 4% | |
| Other digital channels | 2% |
The global digital advertising market is projected to see a diverse channel mix in 2026. Search and social media advertising are expected to remain the dominant channels, capturing a significant portion of the total spend due to their targeted capabilities and wide reach.
Video advertising continues its upward trajectory, driven by increased content consumption on digital platforms. Display advertising, while still substantial, faces competition from more interactive formats. Email marketing retains a niche but valuable role in customer engagement.
Breakdown
- Search advertising: 38%
- Social media advertising: 29%
- Video advertising: 15%
- Display advertising: 12%
- Email marketing: 4%
- Other digital channels: 2%
Outlook
The digital advertising landscape in 2026 will be characterized by continued growth in programmatic buying and increasing investment in emerging formats like connected TV (CTV) advertising within the video segment. Personalization and AI-driven targeting will further shape channel performance.
Sources: industry surveys, platform filings, and modeled estimates for 2026