Daily ad exposure around the world in 2025: Top countries ranked

You launch a digital advertising campaign. You meticulously craft your advertising message to reach and connect with your target audience. But the thing is, your creative isn't alone out there. It’s competing against other ads online. How many ads are your potential customers exposed to in a day? Take into account the number of sites, apps, and platforms they scroll through daily.

At Eskimi, we wanted to go beyond the guesswork. So we dug into the data. We analyzed ad exposure across 188 countries to find out which nations are the most saturated by ads. Here are the top 20 most ad-exposed markets in the world:

1. Nauru
2. Iceland
3. Qatar
4. United States
5. Japan
6. Montenegro
7. Canada
8. Croatia
9. Antigua and Barbuda
10. Barbados
11. Lithuania
12. United Arab Emirates
13. Maldives
14. France
15. Tuvalu
16. Cyprus
17. Israel
18. Singapore
19. Saudi Arabia
20. United Kingdom

Let's see the numbers each country is exposed to, why they matter, and what you should do about them.

Top 20 countries with the most ad exposure

Eskimi looked at anonymized and aggregated advertising data from relevant industry databases to determine the average number of ads an individual encounters per day across 188 countries. According to our research, at the top of the list is Nauru, a tiny island in Oceania, where an average person is shown almost 1,600 placements daily. Iceland ranks second with over 1,500 ads. Qatar is third with nearly 1,200 ads.

In the rest of the countries, individuals are exposed to slightly less than 1,000 online ads per day, but the numbers are still in the hundreds for the top 20. The range for the rest of the countries is wider. Across all nations analyzed, the daily ad exposure per person varies from just a few dozen to nearly 1,600.

Across all the studied markets, internet users are exposed to more app ads than website ads. This difference is particularly pronounced for internet users in Tuvalu, who experience 19 times more ads on apps than on websites. Right behind them is Iceland, which experiences 17 times more app ads than website ads. Pakistanis, meanwhile, are exposed to 14 times more ads on apps than on websites.

Why is the number of ads people are shown so different?

Even in the top 20 countries, ad exposure varies quite a lot. From Nauru's 1580 to the UK's 736, the difference is immense. So, why is that?

Multiple factors affect ad exposure differences. One of them is the device type. Different devices display digital ads differently. Mobile users often encounter more different ad formats — like interstitials, in-app banners, and rewarded videos — due to longer screen time and app-heavy usage. On desktops, users might see fewer but larger-format ads, such as display banners or video takeovers.

Internet connectivity also plays a role — faster connections allow for more complex and engaging ad formats to load more quickly.

Certain countries receive more online advertising than others. The more competitors for the ad space, the less likely it is that the ad placement will stay vacant. This factor is relevant for both the popular advertising markets and smaller countries in terms of population. For instance, Nauru, an island exposed to digital ads the most, has only over 10,000 residents, so ad impressions per user are much higher than in larger countries.

Media consumption habits of country residents can also impact the number. The more time people spend online, the more ad exposure they're likely to experience.

But why should marketing professionals care about how many ads any person sees?

Why should advertisers care about ad exposure?

Here’s the kicker: exposure doesn’t equal impact. Let’s be honest — saying “a person sees” ads is being generous. In the sea of impressions, how many ads will your audience genuinely remember? How many will engage audiences?

Enter banner blindness — the phenomenon where users automatically ignore anything that looks like an ad. People scroll past banners and skip pre-rolls without a second thought. Who needs ad blockers when your customer’s brain is already doing the job?

Then there’s ad fatigue. The more often people are shown the same ad, the less likely they are to notice, click, or care. Performance drops, total digital ad spending rises, and the brand experience suffers.

That’s where understanding ad exposure trends becomes crucial. By knowing which markets are oversaturated, marketers can adapt their marketing strategies, shifting focus from sheer volume to standout quality. In high-clutter environments, investing in rich media or high-impact formats can be far more effective than relying on standard static placements that get lost in the noise.

There’s a reason attention measurement has become a growing focus for marketers. With the help of advanced AI tools and analytics, brands can now go beyond basic metrics like impressions and clicks to understand how users truly engage with ads. This deeper insight allows advertisers to optimize campaigns not just for visibility, but for genuine attention and impact.

How to cut through the noise with your digital advertising

Ad fatigue, banner blindness, and the mental filters users develop can be daunting challenges for digital marketing professionals. But they also highlight a clear opportunity: the need for standout creativity, engaging formats, and a shift toward attention-focused metrics.

In markets with high ad saturation, success often hinges on smarter execution. Follow a few key principles to ensure your campaigns don’t just appear — they connect.

1. Dare to innovate. Take advantage of the advanced tools offered by modern demand-side platforms. These platforms make it easier than ever to bring your creatives to life, whether by building fresh, interactive formats or transforming static visuals into animated, attention-grabbing experiences.

2. Localize. Create your advertising campaigns with your target audience in mind. Translate the copy of your creatives and consult local experts on nuances, such as jokes or overall campaign style, and the best sites to place ads.

3. Be creative. Prioritize bold, compelling visuals over hyper-optimized efficiency. Creativity not only sets your brand apart — it makes your message memorable in a sea of sameness. Creative ads can make or break the campaign.

Ad exposure research methodology

To conduct this study, Eskimi researchers analyzed the anonymized advertising data from various adtech industry databases, including Eskimi internal data, across websites and apps in 188 countries worldwide.

The average number of ads displayed for a single user was counted based on the daily averages of ad requests received by programmatic platforms and the number of internet users in 2025 in different countries. Researchers investigated the daily ad exposure results from May 2025.

Separately, researchers counted the ratio of ads displayed on both websites and apps. To do so, they utilized aggregated industry numbers, alongside specific insights from Eskimi's anonymized advertising data.

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