It was calculated that the digital advertising spending worldwide amounted to 549.51 billion U.S. dollars in 2022. The source projected that by 2027, the spending would reach 870.85 billion dollars.

Advertising spending - additional information

Advertising can utilize almost any form of media to meet its needs. Media including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing (with the exception of 2020) since 2010, and is forecast to round up to nearly 856 billion U.S. dollars in 2023. Due to advances in technology and consumer preferences, not all media are as heavily invested in as others. As of 2022, the internet was considered the most important medium for advertisers, accounting for 62 percent of total media ad spend in 2022. Internet expenditures are projected to record a growth of 8.4 percent in 2023.

Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimated 522.5 billion U.S. dollars in 2021. This figure is forecast to constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from 276 billion U.S. dollars in 2020 to nearly 495 billion U.S. dollars in 2024. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to gain nearly 25 billion U.S. dollars in 2023.

In 2021, global social media advertising spending stood at around 116 billion U.S. dollars. The source projected that this figure would more than double and exceed an all-time high of 262 billion by 2028.

Where to advertise in a sea of social media platforms?

While there are many regional differences when it comes to social media usage and accessibility, some platforms reign supreme among users and advertisers alike. As of 2022, Facebook, YouTube, and Instagram were the most popular social networks worldwide. Thanks to their massive audiences, these Meta-owned properties also ranked among the leading social media platforms for marketers. What makes advertising via these channels so appealing is not only the prospect of boosting brand awareness and generating leads but also the possibility to strengthen brands’ relationships with consumers via direct communication.

Spotlight on influencer marketing

In addition to posting photos and videos on their social media accounts and interacting with followers, companies can also enlist the help of content creators to drive visibility and potentially unlock new audiences. Over the past few years, the global influencer marketing market value has expanded rapidly and is now sized at an estimated 16.4 billion U.S. dollars. Instagram remains the primary playground for this creator-driven form of online marketing, though apps like TikTok are also becoming more appealing to brands from around the world.

The source forecast that, in 2024, advertising revenues in Mexico will reach approximately 132.75 billion Mexican pesos, up from less than 120 billion pesos a year earlier – an annual growth of about 11 percent.

Brands and where to find them in Mexico The Mexican market is home to multiple domestic and foreign brands. As of late 2023, Bimbo – a multinational food manufacturer – and Modelo – the brewery behind beer labels such as Corona – ranked among the most reputable brands in Mexico, followed Google. When offline, the Mexican consumer will most likely come across companies' names on TV and out-of-home (OOH) displays. Those were the traditional ad media with the highest reach in the North American country as of September 2023.

A place and a purpose for Mexican online ads While TV sets and billboards dominate offline consumers' attention, video portals (such as YouTube) and social media were Mexico's leading digital ad touchpoints as of September 2023. Video streaming services rounded up the top three. Mexican internet users know what they expect from commercials and displays within those environments. According to the same study, almost half of consumers in Mexico did not mind online ads if they received free content in return. Furthermore, only 16 percent of respondents reported using ad blockers while browsing the internet.

It is projected that digital advertising expenditures in the United States will increase by 50 percent between 2024 and 2028. In that five years period U.S. digital ad spend will grow from 303 to 452 billion dollars. These figures will represent roughly 45 percent of global digital ad spending, which is expected to reach some 871 billion U.S. dollars in 2027, up from the 506 billion recorded in 2021.

Mobile advertising in the U.S.

With mobile growing in strength, sources predict that it will account for the lion’s share of total digital spending in the United States. In 2023, roughly 195 billion U.S. dollars is forecast to be spent on mobile ads in the country. Sometime in early 2017 a clear change was seen in allocation of marketing dollars, when U.S. industry professionals started increasing the share of their budgets devoted to mobile marketing. Since then, a growing focus on this medium is evident. While mobile advertising is becoming more popular, marketers still have some concerns with its execution, mainly when it comes to data quality and sourcing, as well as measurement issues. All in all, those who decided to spend on mobile have been shifting away from display ads and towards video advertising since early 2018.

Every year billions of dollars are spent on advertising on social media in the United States. In 2022, the amount reached 66 billion U.S. dollars, and included paid advertising on social networks as well as games and applications on social media. By 2025, advertisers are expected to spend over 82 billion dollars on promoting their products on social networks. Facebook commands the lion’s share of these expenditures (more than 80 percent), followed by LinkedIn and Pinterest with four and two percent respectively. Social network advertising – a closer look   Studies show that a little over 90 percent of U.S. companies are and will be using social media for marketing purposes. In 2017, social messaging and video were thought to be the trends of the future in relation to social media advertising and believed to have the biggest effect on marketing strategies. Lo and behold, advertising spending on social video has been growing ever since, and is expected to amount to nearly 15 billion U.S dollars in 2021. Even in this respect, Facebook has the lead, especially when it comes to influencer marketing. In fact, all tiers of influencers - from microinfluencers to celebrities - post the majority of their videos on Facebook. The second choice of platform to share their videos is YouTube, which despite being 'the' video sharing platform is not as popular yet among influencers most probably due to smaller user reach.

In 2022, retail media accounted for 15.4 percent of digital advertising spending in the United States. By 2027, the share is expected to increase to nearly 27 percent. In dollar values, this would signify an increase from 37.7 billion U.S. dollars to 106 billion in the same period.

The ad spending in the 'Social Media Advertising' segment of the advertising market in Latin America was forecast to continuously increase between 2024 and 2030 by in total 5.6 billion U.S. dollars (+80 percent). After the ninth consecutive increasing year, the ad spending is estimated to reach 12.55 billion U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the 'Social Media Advertising' segment of the advertising market was continuously increasing over the past years.Find further information concerning the ad spending in the 'TV & Video Advertising' segment of the advertising market in Japan and the ad spending in the 'Digital Video Advertising' segment of the advertising market in Czechia. The Statista Market Insights cover a broad range of additional markets.

Significant fluctuations are estimated for all segments over the forecast period for the (non-) programmatic share. Only for the segment Programmatic, a significant increase can be observed over the forecast period. Here, the (non-) programmatic share exhibits a difference of 7.0100 percent between 2021 and 2030. Find further statistics on other topics such as a comparison of the ad spending in Japan and a comparison of the ad spending in the United States. The Statista Market Insights cover a broad range of additional markets.

In the most recent financial year, X (formerly Twitter) invested 167.1 million U.S. dollars in advertising, up from 56.1 million U.S. dollars in the previous year. Overall, 2021 saw the most that the social networking company has spent on advertising expenditure. In 2021, X/Twitter's worldwide revenue amounted to over five billion U.S. dollars.

In 2023, connected TV (CTV) advertising spending in the United States was expected to grow by 21.2 percent, to reach an expenditure of 25.09 billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs.

In 2022, retail media advertising spending directed towards connected TV devices in the United States stood at 452.7 million U.S. dollars. The source projected the spending would increase to nearly 2.5 billion dollars by 2025.

In 2021, 6.82 billion U.S. dollars were invested in in-game advertising worldwide. The source projected that the spending would grow at a compound annual growth rate of roughly 11 percent between 2021 and 2030. At the end of this period, it is expected to reach 17.6 billion dollars.

In 2021, insurance industry ads made up 15.4 percent of the paid search advertising spending of the analyzed U.S., UK, and EU companies. Automotive industry accounted of 5.2 percent of the expenditure.

In 2021, global banner advertising spending stood at roughly 64 billion U.S. dollars. The source projected that the figure would increase annually at a growth rate of 4.6 percent until 2028, when it is expected to exceed 87 billion.

It was calculated that the total advertising expenditure in North America in 2021 amounted to about 297.5 billion U.S. dollars. However, the spending increased by nearly 19 percent that year, after decreasing by just above one percent in the previous year due to the impact of the coronavirus. Advertising spending in the United States The United States is the largest advertising market in the world, with ad spending amounting to 250 billion U.S. dollars in 2020. Looking at breakdowns of expenditures by medium, in 2021 and 2025, approximately 153 billion U.S. dollars were directed towards internet ads in 2021, which is estimated to increase even further in 2025. This was followed by over 72 billion U.S. dollars spent on ads on TV in 2021 and is expected to increase by roughly 10 billion in 2025. Advertising spending in Canada The advertising market in Canada is also following the global growth trend. Media spending in Canada has been steadily growing since 2012, reaching 11.8 billion U.S. dollars in net ad spend in 2019. Unsurprisingly, in 2020, when the global advertising market was affected by the outbreak of the coronavirus pandemic, the Canadain market also suffered. That year ad spend in the country fell to 10 billion U.S. dollars. Nonetheless, once the industry returns to normal, data on specific media expenditures in Canada suggest that the rise of the digital channels is evident in the country, as the advertising dollars are being directed towards the internet, while traditional media such as magazines and newspapers will be seeing less and less investments in the near future.

In 2021, TV was expected to be the largest advertising medium in Colombia, with an ad spend of 1.89 billion U.S. dollars, followed by the internet with 1.29 billion. Cinema is projected to received the smallest share of the ad pie, with 0.7 million.

Digital ads dominated China's media ad market with a total spending of around 121 billion U.S. dollars in 2021. The current driving force from mobile was expected to increase by more than 50 percent by 2025 while print ads would slowly contract.

In 2024, digital retail media advertising spending in Europe stood at 13.83 billion euros. The source projected that the value would more than double by 2028, reaching an estimated 31 billion. Retailers are adjusting to consumer trends Consumers are shopping for products online more frequently than ever, especially since the onset of the pandemic. This rapid boost in e-commerce activity simultaneously pushes brands to advertise their products on e-retail platforms. One of the markets in which this trend is particularly advanced is the United States. In 2021, the U.S. was expected to account for roughly 32 percent of digital retail media advertising spending worldwide, whereas Europe contributed an estimated eight percent. Companies across both markets are projected to ramp up digital retail media investments in the future, but which platforms do they prefer? Amazon remains in a league of its own Amazon remains the number one promotional platform among European and international brands. The U.S.-based retail giant draws millions of users to its platform every day, mainly thanks to its expansive product portfolio and quick delivery formula. In 2023, Amazon’s advertising revenue surpassed 46 billion U.S. dollars worldwide. The online retail powerhouse is expected to single-handedly attract more than three-quarters of U.S. digital retail media advertising investments in 2025.

In 2021, 2.82 billion U.S. dollars were invested in mobile in-game advertising worldwide. The source projected that the spending would grow at a compound annual growth rate of roughly 12 percent between 2021 and 2030. At the end of this period, it is expected to reach 7.87 billion dollars.

Internet advertising was projected to be the medium with the largest share of advertising revenue in the United States in 2022, with 61 percent. Newspapers and magazines were projected to account for roughly 2.7 and 3.3 percent respectively

Advertising spending in the United States – additional information

The U.S. is the largest advertising market worldwide. In 2021, advertising spending in the U.S. amounted to 285 billion U.S. dollars. Second-ranked China spent roughly 90 billion U.S. dollars in advertising that year, a significantly smaller share in comparison to the U.S.

Television remains the leading traditional medium in the U.S. About 68 billion U.S. dollars were invested in television advertising in the U.S. in 2021. In 2022, TV was expected to account for 21 percent of all advertising revenue in the country. Up until recently TV was the main medium overall, however, digital has seen unprecedented growth in the last few years and took the lead ahead of television. Digital advertising spending in the U.S. is estimated to increase from about 199 billion U.S. dollars in 2021 to just over 341 billion by 2026. Digital search is one of the main formats of digital advertising in the U.S., accounting for roughly 40 percent of the U.S. ad expenditure in 2021. Another key trend is the rise of mobile platforms in the advertising industry in the U.S. Mobile investments are projected to increase in the coming years while desktop will see declines at the same time.