Dupple original data
Digital marketing statistics 2026
Most digital marketing statistics pages stitch together the same third-party charts. This one starts with numbers we own. Dupple runs a B2B newsletter network that emails 860,000+ verified subscribers, so we can publish real first-party email performance, open and click rates by list, that most roundups can only estimate. Our news radar, which indexes roughly a million tech articles a year, then shows what the industry is actually talking about. After our own data, you get a tightly sourced set of market figures, each deep-linked to the page it came from. If you want tools, see our guide to the best AI tools for marketing; to reach this audience, see our newsletter advertising statistics.
Proprietary, Dupple data
The number we can publish and others cannot
verified B2B subscribers Dupple emails across its newsletters
Dupple operates a network of B2B newsletters that reaches 860,000+ verified, opted-in subscribers. Because we run the sends, we can report real email marketing benchmarks: our lists open at 26% to 37%, well above the typical marketing email, and MarketingShot alone reaches 33,000 marketing and growth professionals at a 31% open rate.
Source: Dupple internal audience data, updated September 6, 2026 (Beehiiv active subscriptions and average open and click rates, plus MailerLite). Sample: all six newsletters in the network.
The short version
Key takeaways
- Global advertising spend was forecast to reach 992 billion dollars in 2025, growing 4.9% year over year.Source: Dentsu, Global Ad Spend Forecasts (June 2025)
- Digital now takes 68.4% of all ad spend, a forecast $678.7 billion in 2025.Source: Dentsu, Global Ad Spend Forecasts (June 2025)
- US internet advertising revenue hit 258.6 billion dollars in 2024, up 14.9% and its highest since 2021.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
- Social was the fastest-growing major US format, up 36.7% to 88.8 billion dollars in 2024.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
- Email marketing still returns an average of 36 dollars for every dollar spent, higher than any other channel.Source: Litmus, Email Marketing ROI
- 81% of B2B marketers say their teams now use generative AI tools, up from 72% a year earlier.Source: Content Marketing Institute, B2B Content Marketing Benchmarks: Outlook for 2025
- The global influencer marketing market was estimated at about 33 billion dollars in 2025, a record.Source: Statista, Global influencer marketing market size (2025)
- Meta booked 160.6 billion dollars in advertising revenue in full-year 2024, a reminder of how concentrated social spend is.Source: Meta Platforms, Fourth Quarter and Full Year 2024 Results (2025)
- Dupple data: our network emails 860,000+ verified B2B subscribers, and MarketingShot reaches 33,000 marketing pros at a 31% open rate.Source: Dupple internal audience data (September 2026)
- Dupple data: in tech-news coverage, TikTok dominates marketing chatter at 48.4 mentions per 10,000 headlines, while AI-in-marketing coverage is small but rising fast.Source: Dupple news radar (September 2026)
Proprietary, Dupple network
Real email marketing benchmarks from a network we operate
Email is the one digital marketing channel where Dupple has first-party data at scale, because we run the sends. Across six B2B newsletters we email more than 860,000 verified, opted-in subscribers, and our open rates run from 26% to 37%, comfortably above the low-20s that typify B2B marketing email. Here is the full network, measured on our own infrastructure rather than modeled.
| Newsletter | Subscribers | Open rate | Click rate |
|---|---|---|---|
| Techpresso | 730,000 | 37% | 1.3% |
| MarketingShot | 33,000 | 31% | 2.0% |
| Finpresso | 30,000 | 32% | 2.1% |
| Devshot | 26,000 | 30% | 2.0% |
| Cyberpresso | 26,000 | 26% | 1.9% |
| AIpresso | 21,000 | 27% | 3.2% |
| Network total | 860,000+ | 26% to 37% | 1.3% to 3.2% |
Source: Dupple internal audience data, updated September 6, 2026. Subscriber counts are Beehiiv active subscriptions plus MailerLite, rounded; open and click rates are trailing averages from Beehiiv stats. Sample: the full list for each newsletter.
Proprietary, Dupple news radar
What the tech press actually covers in marketing
Beyond our own sends, our news radar shows where marketing attention is concentrating. The chart counts how many headlines out of every 10,000 we indexed in the past year mentioned each marketing topic. TikTok and paid advertising dominate the conversation; the AI-in-marketing story is still small in absolute terms but growing quickly.
mentions per 10,000 tech-news headlines, past 12 months
Share of coverage across the 645,653 headlines Dupple indexed between July 2025 and August 2026.
- Coverage of advertising rose from 6.2 to 19.8 mentions per 10,000 headlines between Q3 2025 and Q2 2026, tracking the ad-market rebound.
- Influencer marketing coverage climbed steadily from 0.2 to 3.7 per 10,000 over the same period, its highest share yet.
- AI marketing as an explicit topic is small at 1.4 per 10,000, but roughly quadrupled from 0.4 to 1.8 across the year.
Source: Dupple news radar, September 17, 2026. Method: case-insensitive substring match of each topic against tech-news headlines, divided by all headlines indexed that period; comparisons limited to the mature window (July 2025 onward).
Industry context, sourced
The digital ad market keeps compounding
First-party email data sits inside a very large paid-media market. These figures each name a checkable primary source.
- Worldwide advertising spend was forecast at 992 billion dollars in 2025, up 4.9% year over year.Source: Dentsu, Global Ad Spend Forecasts (June 2025)
- Digital ad spend was forecast to grow 7.9% to 678.7 billion dollars, a 68.4% share of the total in 2025.Source: Dentsu, Global Ad Spend Forecasts (June 2025)
- US internet advertising revenue reached 258.6 billion dollars in 2024, a 14.9% increase.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
- Amazon's advertising services revenue rose 18% to 17.3 billion dollars in the fourth quarter of 2024 alone, underlining retail media's surge.Source: Amazon.com, Fourth Quarter 2024 Results (2025)
Industry context, sourced
Where the money goes: search, social, retail media, and video
The mix inside US digital advertising shifted hard toward social and commerce media in 2024. All four figures come from the same IAB and PwC report.
- Search remained the largest US format at 102.9 billion dollars, up 15.9%.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
- Social advertising hit 88.8 billion dollars, growing 36.7%, the fastest of any major format.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
- Commerce and retail media rose 23% to 53.7 billion dollars.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
- Digital video reached 62.1 billion dollars, 24% of the market, up 19.2%.Source: IAB and PwC, Internet Advertising Revenue Report: Full Year 2024 (2025)
Industry context, sourced
Email still wins on ROI
For all the spend flowing to paid social and search, email keeps the best return, which is why our own 26% to 37% open rates matter. Compare tools in our guide to the best AI email marketing tools or read our Klaviyo review.
- Email drives an average return of 36 dollars for every dollar spent, higher than any other channel.Source: Litmus, Email Marketing ROI
- The average Google Ads conversion rate across industries is 8.18%, with an average search click-through rate of 6.64%.Source: LocaliQ and WordStream, Search Advertising Benchmarks (2026)
Industry context, sourced
AI and content take over the workflow
Generative AI is now standard in marketing teams, and content remains the backbone of B2B demand. See our roundups of the best AI marketing automation tools and the best content marketing platforms.
- 81% of B2B marketers report their teams use generative AI tools, up from 72% the prior year.Source: Content Marketing Institute, B2B Content Marketing Benchmarks: Outlook for 2025
- 95% of B2B marketers say they have a content marketing strategy in place.Source: Content Marketing Institute, B2B Content Marketing Benchmarks: Outlook for 2025
Industry context, sourced
Creators became a channel of their own
Influencer spend is now a mainstream line item, and our radar shows the coverage climbing with it. For tooling, see the best AI influencer marketing tools and the best AI social media tools.
- The global influencer marketing market was estimated at a record 33 billion dollars in 2025.Source: Statista, Global influencer marketing market size (2025)
- Meta's 160.6 billion dollars in 2024 ad revenue shows how much of that creator and social spend routes through a single platform.Source: Meta Platforms, Fourth Quarter and Full Year 2024 Results (2025)
Frequently asked questions
Common questions
How big is the digital marketing industry in 2026?
Global advertising spend was forecast to reach 992 billion dollars in 2025, with digital taking 68.4% of that, or 678.7 billion dollars, per Dentsu. In the US alone, internet advertising revenue hit 258.6 billion dollars in 2024, according to the IAB and PwC.
What is the ROI of email marketing?
Litmus puts the average return at 36 dollars for every dollar spent, higher than any other marketing channel. Dupple's own first-party data supports why email performs: across our six B2B newsletters, open rates run from 26% to 37%, well above the typical marketing email.
Which digital ad format is growing fastest?
Social advertising grew 36.7% to 88.8 billion dollars in the US in 2024, the fastest of any major format, followed by commerce and retail media at 23% growth, per the IAB and PwC Full Year 2024 report.
How many marketers use AI?
81% of B2B marketers say their teams use generative AI tools, up from 72% a year earlier, according to the Content Marketing Institute. Dupple's news radar also shows AI-in-marketing coverage roughly quadrupling over the past year, though it remains small in absolute terms.
How does Dupple measure these digital marketing statistics?
Our proprietary email figures come from Dupple's own send infrastructure across a network of six B2B newsletters. Our coverage figures come from Dupple's news radar, which indexes about a million tech articles a year; we count headlines by topic and express them as a share of all coverage. Every external statistic names its source and deep-links to the exact page carrying the figure.
Method and sources
How this data was measured
This report leads with two kinds of first-party data. Email performance comes from Dupple's own network of six B2B newsletters: subscriber counts are Beehiiv active subscriptions plus MailerLite, and open and click rates are trailing averages measured on our send infrastructure, refreshed weekly and last updated September 6, 2026. Coverage figures come from Dupple's news radar, which ingests roughly a million tech articles a year; we count headlines containing a topic term and divide by all headlines indexed in the same period, expressed as mentions per 10,000. We limit coverage comparisons to the mature window from July 2025 onward, when our index reached full volume. Every external statistic names its source inline and links to the exact page carrying the figure; we drop any figure we cannot verify on the source page. Published September 17, 2026, with a visible last-updated date. Byline: Louis Corneloup, Founder at Dupple.
Cite this report
Released under Creative Commons BY 4.0. Quote, link, and reuse the data with attribution to Dupple.
APA
MLA
External sources
- Dentsu, Global Ad Spend Forecasts (June 2025)
- IAB and PwC, Internet Advertising Revenue Report: Full Year 2024
- Litmus, Email Marketing ROI
- Content Marketing Institute, B2B Content Marketing Benchmarks: Outlook for 2025
- Meta Platforms, Fourth Quarter and Full Year 2024 Results
- Amazon.com, Fourth Quarter 2024 Results
- LocaliQ and WordStream, Search Advertising Benchmarks (2026)
- Statista, Global influencer marketing market size
Put these numbers to work
Reach 860,000+ verified B2B subscribers across six newsletters, with real open rates and campaign benchmarks. See the formats and rates, then request the media kit.