The source forecast that, in 2025, digital channels would attract nearly ** percent of the global advertising expenditure, while TV would account for less than ** percent. According to the projections, print and out-of-home (OOH) media will tie in third place, each with a ***-percent share. Shifts in advertising spending Another source forecast that, in 2024, the sectors with the fastest-growing ad spending worldwide would include politics, non-profit, and financial services, with politics alone standing with a projected increase of more than *** percent by 2024 – presumably due to the presidential election in the United States. These changes, however, will not be the same everywhere. South Asia was projected to be the only world region recording a double-digit ad expenditure growth rate in 2024. The U.S. and Canada would follow with a combined *** percent increase. Ad spend in the media sector Retail media stood first among channels with the highest annual change in advertising spending worldwide, surpassing ** percent in 2024. Connected TV (CTV) and social media followed. In the U.S. alone, the ad spending per internet user of the social media advertising market was projected to continuously increase between 2024 and 2028, surpassing an estimated *** U.S. dollars per user in the latter year.

The source forecast that, by 2028, the internet will account for nearly ************** of global advertising spending, up from less than **** of it in 2018. The only traditional medium projected to see its share increase again is the out-of-home (OOH) segment, which by 2028 will still remain far from its pre-pandemic relevance, according to the source's estimates. Ad spend growth rates worldwide were expected to surpass **** percent annually between 2023 and 2028.

In 2024, newspaper advertising spending is expected to account for **** percent of all ad spending worldwide. Nevertheless, internet is projected to continue as the most favored advertising medium, accounting for about ***** percent of ad expenditures that year.

In 2024, online advertising revenues in the United States will reach an estimated ***** billion U.S. dollars, over twice as much as all other listed media combined. According to the projections, digital ad spending will continue to expand over the following 4 years, surpassing *** billion dollars by 2028. Meanwhile, the results of broadcast TV will decrease. Radio and out-of-home (OOH) – including digital out-of-home (DOOH) – media will experience compound annual growth rates (CAGRs) of *** and *** percent in the period, respectively. It is a digital world, after all The internet's hegemony in the American market seems far from reaching a ceiling despite its skyrocketing growth throughout the 21st century. Between 2013 and 2023, online ad revenue in the U.S. increased more than five-fold, reaching *** billion dollars in the latter year. Search, display, and video collectively accounted for over ** percent of that figure, making them the U.S. leading formats by share of the digital ad spend. Traditional media's role in the ad landscape The ranking of fastest-growing ad media in the U.S. in 2023 reveals that only business-to-business (B2B) channels recorded double-digit increase rates. Cinema – still recovering from the pandemic – followed, along with the internet and OOH advertising.

Based on the answers of U.S. ad investment decision makers, it was projected that digital video advertising would account for **** percent of U.S. ad spending in 2025. Paid search was expected to account for **** percent. Social media and digital display were also planned to exceed a 10-percent share.

The internet is projected to strengthen its position as the most invested-in advertising medium worldwide in 2022. Nearly ** percent of all global ad investments were expected to be devoted to digital promotion that year, while television was forecast to receive around ** percent of total advertising expenditures. Traditional media struggles to maintain its relevance While the advertising industry has focused its efforts on traditional media formats for decades, if not centuries, the recent changes in consumer behavior have fundamentally altered the business. Audiences are spending more time online than ever, which has led television to forfeit its spot as the top advertising medium in the world. Other traditional channels such as radio and print are also struggling to remain relevant in today’s digitalized world. Given the rapidly rising global online penetration rates, this battle for relevance and advertising funds is unlikely to be won any time soon. Digital advertising is thriving Digital advertising channels and technologies claim larger slices of the global advertising pie each year. In 2021, digital ad spend amounted to an estimated *** billion U.S. dollars worldwide, and according to the latest data, this figure will have surpassed *** billion by 2024. One vital driver of digital ad spend growth is the mobile revolution. Smartphone adoption and mobile usage have rapidly accelerated in recent years, and seeing that consumers in many parts of the world spend more time browsing the web on their smartphones than on desktop computers, marketers are quick to follow suit. Mobile internet ad spend is expected to grow from *** billion in 2021 to nearly *** billion by 2024, showing how dynamic and adaptive today’s advertising landscape is.

According to recent data on advertising spending worldwide, between 2022 and 2024, mobile internet ad spending would grow by about **** billion U.S. dollars in the measured period. At the same time, magazines and newspapers are to experience negative change of value of around *** and *** billion dollars respectively.

In 2023, the total advertising spending in Taiwan reached over ** billion New Taiwan dollars, and **** percent of that amount was spent on digital media. Over the past ten years, advertising spending on traditional media decreased continuously and was surpassed by digital media in 2018.

Total advertising spending in Western Europe in 2021 amounted to ***** billion U.S dollars, out of which internet accounted for **** billion that year. TV was the second largest medium in that regard, with **** billion in ad spend in the region in 2021.

In 2024, TV was the largest ad medium in Germany, receiving **** percent of total advertising spending. Newspapers and internet followed, with **** percent and **** percent, respectively.

In North America, internet advertising spending grew by approximately ** percent in 2021, compared to 2020. Up until 2020, the internet had been the fastest growing ad medium in North America. Cinema advertising growth remained consistent between 2012 and 2019 and it is expected to return to quite similar levels by the end of 2023, after rebounding from a significant decrease due to COVID-19 in 2020.

North American ad spending

In 2021, North America invested a total of over *** billion U.S. dollars in advertising. The continent’s total ad expenditures have been increasing steadily since 2009. Over the coming years, after the drop in spending resutling from the coronavirus impact, the figures are expected to reach about *** billion U.S. dollars in 2024.

North American media ad spending

Based on market data, various media are employed for advertising purposes in North America. The continent spent approximately *** billion U.S. dollars on internet advertising in 2021, the largest and fastest-growing medium. In contrast, advertisers in North America have spent less on newspaper promotion with each consecutive year, spending just over * billion U.S. dollars in 2021.

 From 2012 to 2020, the share of digital media in the advertising expenditure in France had increased from **** billion euros to about **** billion. Moreover, the digital advertising expenditure was forecasted to reach around ** billion euros in 2023.

  Digital advertisement in France  

This increasing amount spent in digital advertisement represented in 2018 almost 40 percent of the total advertising investment in media for the first semester of 2018. Furthermore, more than 80 percent of the investments for display advertising on mobile were destined to ads on social networks in the first half of 2018.

Opinion of French on digital ads  

 The Statista Global Consumer Survey conducted in early 2019 illustrate that French Internet users seemed rather annoyed by online advertising: half of the respondents mentioned being annoyed when internet content appears too advertising driven. On the other hand, 35 percent mentioned not minding the ads if they got free content in return.

According to recent market data, TV advertising spending in the United Kingdom amounted to *** billion British pounds in 2023, out of which BVOD advertising took up ***** million British pounds. At the same time cinema advertising spend decreased to ***** million pounds in 2023, from ***** million recorded in 2022.

The internet was the leading advertising medium by expenditure in Ukraine, at about **** billion Ukrainian hryvnia in 2023. For the first time, Ukraine's digital advertising spending outnumbered TV advertising in 2022. All advertising segments saw a sharp decrease in 2022 compared to the previous year due to the impact of the Russian invasion. In 2024, they were forecast to grow.

It was calculated that the total advertising expenditure in North America in 2021 amounted to about ***** billion U.S. dollars. However, the spending increased by nearly ** percent that year, after decreasing by just above *** 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 *** billion U.S. dollars in 2020. Looking at breakdowns of expenditures by medium, in 2021 and 2025, approximately *** 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 ** billion U.S. dollars spent on ads on TV in 2021 and is expected to increase by roughly ** 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 **** 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 Canadian market also suffered. That year ad spend in the country fell to ** 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.

Total advertising spending in North America in 2021 amounted to ***** billion U.S. dollars, out of which internet accounted for around ***** billion dollars. TV was the second largest medium in that regard, capturing **** billion dollars of the total ad expenditure that year.

Internet is the medium with by far the highest advertising spending in Sweden. In 2023, the digital ad expenditures increased by *** percent compared to the previous year, reaching ** billion Swedish kronor. Television advertising came in second place that year, with roughly *** billion Swedish kronor. The medium with the lowest ad spend was cinema. The increasing popularity of digital ads Digital advertising is becoming increasingly popular in Sweden. While the digital share of advertising spending was at **** percent in 2007, it grew to ** percent in 2023. The increases happen on the expense of all traditional media, but especially hard hit are print and TV. However, Swedish internet users are less enthusiastic than marketers. When asked about their attitudes to online ads, nearly half said they were often annoyed by them and ** percent felt annoyed when receiving ads based on their search history. Sweden’s advertising market In general, the media advertising expenditure in Sweden steadily increased in recent years, from ** billion Swedish kronor in 2014 to nearly **** billion Swedish kronor in 2022. However, in 2023, the first drop of *** percent was recorded. The highest spending advertiser in the country was the grocery retailer ICA, followed by another grocery retailer called Kooperativa Förbundet, and Procter & Gamble.

The source forecast that, while search, cinema, and influencer advertising expenditures will experience double-digit growth rates in 2025, the print format will continue its decline in North America. On average, total ad spending in the region was projected to increase by at least *** percent annually from 2025 to 2029.

TV advertising was the largest advertising segment by spending in Romania. In 2022, advertisers were estimated to have spent *** million euros on promotion on TV channels. Furthermore, digital advertising had the second largest budget of over *** million euros in the same year. The total advertising expenditure in Romania was estimated at *** million euros in 2022. Online political advertising expenditure In 2019, EU institutions spent approximately ** thousand euros in Romania for political advertising on Facebook, during the elections for the European Parliament. At the same time, the Save Romania Union Party (USR) had an expenditure on Facebook ads worth more than ************** euros. Moreover, the political alliance USR PLUS was in the top 10 political groups in the EU with the most political ad impressions from February to May 2019, by online ad spending. Nevertheless, the Social Democratic Party’s political advertising budget on Google ads amounted to ******* euros. Romanian Advertising Council The Romanian Advertising Council is the non-governmental organization in charge with ensuring that ethical rules are respected by everybody involved in the advertising industry in Romania, as well as in any form of commercial communication. In 2018, RAC received 61 complaints about advertisements, placing Romania on the 16th place in a European ranking concerning add complaints.

Internet advertising was projected to be the medium with the largest share of advertising revenue in the United States in 2022, with ** percent. Newspapers and magazines were projected to account for roughly *** and *** 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 *** billion U.S. dollars. Second-ranked China spent roughly ** 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 ** billion U.S. dollars were invested in television advertising in the U.S. in 2021. In 2022, TV was expected to account for ** 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 *** billion U.S. dollars in 2021 to just over *** billion by 2026. Digital search is one of the main formats of digital advertising in the U.S., accounting for roughly ** 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.