Online Advertising Statistics

Data experts write reports on last year’s online advertising statistics that have huge implication for businesses and if you want to maximize your marketing department then you need to keep these numbers in mind.

The original data source provider for these online advertising statistics is listed so you can search for more details or document them yourself in your writing.

Email Marketing Statistics

Email Usage

  • Active email accounts are expected to hit 5.6 billion by 2019. (Statitsa, 2018)
  • As a result, about 49% of businesses use some form of email automation. (Emailmonday, 2018)
  • Emails that display incorrectly on mobile may be deleted within three seconds. (Campaign Monitor, 2018)

Mobile Email

  • 73% of companies surveyed prioritize mobile device optimization of emails. (Campaign Monitor, 2018)
  • Almost every report on email open rates concludes that mobile is responsible for at least 50% of all opens. (Campaign Monitor, 2018)
  • IT, B2B, and wholesale companies have the weakest mobile email opens, while TV/radio/film, events, and real estate have the strongest mobile email opens. (Campaign Monitor, 2018)
  • Mobile users check their email three times more than non-mobile users. (Campaign Monitor, 2018)
  • 52% of customers are less likely to engage with a company because of bad mobile experience. (Campaign Monitor, 2018)
  • 35% of business professionals check email on a mobile device. (Convince & Convert, 2018)
  • At least 80% of email users are expected to access their email accounts via a mobile device by the end of 2018. (Radicati, 2018)
  • The Apple iPhone (29%) and Gmail (27%) remain the most popular ways to read emails. (Litmus, 2018)
  • IMobile opens accounted for 46% of all email opens in June, 2018. (Litmus, 2018)

Lead Generation

Demand Generation

  • Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo, 2018)
  • In 2018, 70% of marketers say their demand gen budgets will increase and 34% say their spending will grow by more than 20%. (Demand Generation Benchmark Survey, 2018)
  • At least 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (Content Marketing Institute, 2018)
  • In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts, 2018)
  • Only 18% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot, 2018)
  • In particular, 61% of marketers say generating traffic and leads is their top challenge. (HubSpot, 2018)

Marketing Analytics

  • In fact, 75% of inbound organizations believe their marketing strategy is effective. (HubSpot, 2018)
  • Lead generation, sales, and lead nurturing are the top three organizational objectives for content marketers. (Wordstream, 2018)
  • At least, 27% of marketers say securing enough budget is their top marketing challenge. (HubSpot, 2018)
  • 39% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot, 2018)

Marketing Automation

  • Surprisingly, spending for marketing automation tools is expected to reach $25.1 billion annually by 2023. (Martech Today, 2018)

Online Advertising Statistics

At the present time, Ads are everywhere and knowing what is working and what is not, is important to your success. For this reason, online advertising statistics give you an upper hand on the rest of the market.

Ad blocking

  • Ad blocking in the US has increased from 15%-30% since 2014. (Statitsa, 2018)

Display Advertising

  • 30% of marketers think outbound marketing tactics are overrated. (HubSpot, 2018)

Mobile Advertising

  • Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week. (Business Wire, 2018)
  • 60% of consumers click on mobile ads at least weekly. (Business Wire, 2018)

Pay-Per-Click (PPC)

  • 66% of buyer-intent keywords are paid clicks. (Clever Clicks, 2018)

Video Advertising

  • 99% of marketers who already use video say they’ll continue to do so in 2018. (HubSpot, 2018)
  • If video and text are both available on the same page, 72% of people will watch the video to learn about a product or service rather than read the text. (HubSpot, 2018)
  • Obviously, 81% of consumers mute video ads. (Optinmonster, 2018)
  • Generally, 65% of those who don’t currently use video, say they plan to start in 2018. (HubSpot, 2018)
  • Additionally by 2021, the video advertising will grow to a $22 billion industry. (eMarketer, 2018)
  • In 2017, the biggest jump in video CTR was among desktop users, while CTR on tablets slightly decreased. (Wordstream, 2018)

Marketing Technology Statistics

Messaging Apps

  • In fact, 24% of marketers plan to add messaging apps to their content strategy in the next year. (HubSpot, 2018)
  • Surprisingly, 105 million people use Facebook Messenger monthly. (Statitsa, 2018)
  • By 2021, an estimated 2.48 billion people are expected to have messaging apps. (Statitsa, 2018)
  • Still, the most popular mobile messenger app globally as of July 2018 is WhatsApp. (Statitsa, 2018)
  • Simultaneously, Facebook owns the world’s two most popular messaging apps: Facebook and WhatsApp. (Statitsa, 2018)


  • 48% of customers started searching for the product they bought on mobile first. (Google, 2018)
  • 89% of people on smartphones are using apps, while only 11% are using standard websites. (Disruptive Advertising, 2018)

Artificial Intelligence (AI)

Artificial Intelligence (AI) is growing throughout all markets and starting to revolutionize industries. With this in mind, online advertising statistics show that lower costs and smarter solutions are bridging the gap to a brighter future for all.

  • Only 15% of enterprises are using AI as of today, but 31% are expected to add it over the next year. (Adobe, 2018)
  • For instance, there are 1,652 AI startups and private companies that have captured over $12.24 billion of funding. (Venture Scanner, 2018)

Sales Statistics


  • 27% of salespeople are spending an hour or more on data entry each day. (HubSpot, 2018)
  • Additionally, the most popular sales tools include CRM, social prospecting, data and list services, email engagement, phone, and sales cadence. (Hubspot, 2018)


  • 75% of companies say closing more deals is their top sales priority. (HubSpot, 2018)
  • Overall, prospecting is the most difficult part of the sales process for salespeople. (HubSpot, 2018)
  • 40% of salespeople say getting a response from prospects is getting harder. (HubSpot, 2018)
  • 30% of salespeople say closing deals is getting harder. (HubSpot, 2018)

Service-Level Agreement (SLA)

  • On one hand, only 26% of respondents have a formal SLA between marketing and sales. (HubSpot, 2018)
  • In detail, only 7% of salespeople said leads they received from marketing were very high quality. (HubSpot, 2018)
  • Still, 28% of salespeople said marketing was their best source of leads (HubSpot, 2018)
  • For example, 85% of marketers with an SLA think their marketing strategy is effective. (HubSpot, 2018)

Social Selling

  • 65% of salespeople who use social selling fill their pipeline, compared to 47% of reps who do not. (HubSpot, 2018)
  • Four in ten reps have recently closed two to five deals due to social media. (HubSpot, 2018)
  • Half of revenue is influenced by social selling in 14 common industries specifically, computer software, healthcare, and marketing and advertising. (HubSpot, 2018)
  • Finally, using social selling tools can increase win rates and deal size by 5% and 35%, respectively. (HubSpot, 2018)