According to market estimates, total media advertising spending the United States in 2020 would amount to 225.8 billion U.S. dollars. By 2024, the figure is expected to grow to 322 billion dollars.. Advertising spending in the U.S. – additional information

Advertising can utilize almost any form of media to meet its needs, including print, television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in particular, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S. Television is the main medium for advertisers in the U.S., as it has accounted for about 40 percent of all advertising spending in the country since 2010. However, with the rise of digital platforms, not all mediums are as heavily invested in as others. Particularly traditional mediums such as radio, magazines and newspapers all suffered a decrease in ad spending, with newspapers suffering the most. Newspaper ad spent is forecast to decline from nearly 15 percent in 2010 to about 5.5 percent in 2020. Despite being a leader in the advertising industry as of 2015, television’s share of advertising spending is also projected to decrease in the coming years. Digital is forecast to become the main media for advertisers in the U.S., accounting for 37 percent of all advertising spending in the country in 2017. In terms of revenue, digital advertising in the U.S. is forecast to generate more than 210 billion U.S. dollars by 2022, with search advertising accounting for the largest portion of this amount. Banner ads and social media advertising also belong to digital formats important for advertisers in the U.S. Within the digital market, mobile advertising is also a heavily invested in sub-sector of the advertising industry. In 2020, this spending on mobile ads in the country reached 98.3 billion U.S. dollars. Search advertising and display advertising account for the majority of mobile advertising spending.

The global advertising market experienced some fairly turbulent times between 2000 and 2010, seeing growth rates as high as 11.2 percent as well as lows reaching -9.5 percent during that time period. However, since 2011 the situation has stabilized, and advertising spending growth remained on average at roughly five percent. Yet 2020 brought the coronavirus outbreak and with it a high drop in ad spend of about four percent (though previous forecasts expected a nine percent drop). According to projections, by 2024 the industry will see expenditure growth return to around 7.6 percent. Global advertising in 2022 Not surprisingly, the internet will be the largest advertising medium in 2024, accounting for a little over 65 percent of global ad expenditures that year. Television, which has been the undisputed favorite among advertisers, will be overtaken by digital media. Between 2022 and 2024 TV is forecast to gain only around seven billion U.S. dollars, while mobile internet is expected to gain 147 billion dollars in the same period. Most of major media are projected to have small gains in investments during the measured period, while newspapers and magazines are projected to lose by roughly three and two billion respectively.
All in all, North America will still be the most prominent region, with the U.S. poised to hold the crown for the largest advertising market in 2024. Canada and Mexico will take the second and third spots within the region, but on a global scale are not predicted to rank anywhere close to the top three markets. As a matter of fact, Asian countries, China and Japan will close the top three, making Asia the second leading region in terms of ad expenditures.

In 2022, digital advertising spending of retailers in the United States amounted to 65.55 billion U.S. dollars. This figure is expected to further grow to 92.2 billion dollars by 2025. Retail is the industry with the largest digital ad spend in the U.S., followed by consumer packaged goods (CPG) and financial services. Across industries, digital ad spending is going to amount to nearly 264 billion U.S. dollars in 2023.

The operating expenses by North American Industry Classification System (NAICS) which include all members under industry expenditures, for advertising and related services, annual (percent), for five years of data.

According to Cognitive Market Research, the global Digital Ad Spending market size will be USD 621451.6 million in 2024. It will expand at a compound annual growth rate (CAGR) of 9.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 248580.6 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 186435.48 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 142933.87 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 31072.58 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 12429.03 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.7% from 2024 to 2031.
The Display Ads category is the fastest growing segment of the Digital Ad Spending industry

Market Dynamics of Digital Ad Spending Market

Key Drivers for Digital Ad Spending Market

Increasing Consumer Attention on Digital Channels to Boost Market Growth

As more people spend considerable time online across various digital platforms—such as social media, search engines, streaming services, and e-commerce sites—advertisers adapt to this change in consumer behavior. Currently, there are 4.76 billion social media users worldwide, representing nearly 60 percent of the global population. However, the growth of social media users has slowed recently, with this year's addition of 137 million new users reflecting an annual growth rate of just 3 percent. The shift away from traditional media like TV, print, and radio toward digital platforms has fueled significant growth in digital ad spending.

Growing Penetration of the Smartphones to Drive Market Growth

With the widespread adoption of smartphones and high-speed mobile internet globally, advertisers are increasingly prioritizing mobile-first campaigns. In 2022, 73 percent of the global population aged 10 and above owned a mobile phone, seven percentage points higher than the proportion of internet users. Recent data shows that 70 percent of the world’s population now owns a mobile phone, with the number of unique mobile users reaching 5.68 billion by July 2024. Smartphone usage continues to grow, with over 7 billion smartphones in use, making up approximately 87 percent of all mobile phones worldwide. Mobile advertising, especially through in-app ads, social media, and video ads, has become a major driver of digital ad spending growth. Additionally, increased internet access in developing regions like Asia Pacific, Latin America, and Africa has expanded the audience for advertisers, significantly enhancing the global reach and potential of digital marketing campaigns.

Restraint Factor for the Digital Ad Spending Market

Ad Fraud and Brand Safety Concerns Will Limit Market Growth

One of the biggest challenges in the digital ad space is ad fraud, which involves deceptive practices like fake clicks, fake impressions, or fake installs, often driven by bots or malicious actors. This can result in advertisers paying for non-human traffic, diminishing the return on investment (ROI) for digital ad campaigns. The prevalence of click fraud and invalid traffic is a major concern for brands, leading to a cautious approach when it comes to increasing digital ad budgets. Advertisers are concerned about their ads appearing alongside inappropriate or controversial content, which could harm their brand reputation. Issues like ads being placed on websites with offensive or harmful content, or being associated with fake news, can erode trust in digital platforms. As a result, many advertisers might limit their spending on platforms that cannot guarantee brand safety.

Impact of Covid-19 on the Digital Ad Spending Market

At the onset of the pandemic, many businesses across industries reduced their advertising budgets as they faced economic uncertainty, supply chain disruptions, and changing consumer behavior. This resulted in a tempo...

Snapshot img

Online Ad Spending Market Size 2025-2029

The online ad spending market size is forecast to increase by USD 286.6 billion, at a CAGR of 11.7% between 2024 and 2029.

The market is experiencing significant shifts, with a noticeable decline in offline advertising expenditures driving more businesses towards digital channels. This trend is fueled by the increasing popularity of online video and connected TV (CTV) advertising, as consumers increasingly engage with content on digital platforms. However, this market is not without challenges. The rise of click fraud activities poses a significant threat, requiring robust fraud detection mechanisms and continuous optimization of digital ad campaigns to mitigate potential losses. Companies seeking to capitalize on the opportunities presented by this dynamic market must stay abreast of these trends and proactively address the challenges to maintain a competitive edge.
Effective strategies include investing in advanced ad fraud prevention technologies, optimizing video and CTV ad placements, and leveraging data-driven insights to create targeted and personalized campaigns. By navigating these trends and challenges, businesses can maximize their online ad spending and effectively reach their audiences in the digital realm.

What will be the Size of the Online Ad Spending Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
Request Free Sample

The market continues to evolve, with digital marketing strategies becoming increasingly intricate and data-driven. Entities such as website structure, voice search optimization, and search network play pivotal roles in this dynamic landscape. Artificial intelligence and machine learning are revolutionizing the way businesses approach marketing, from keyword research and content marketing to predictive analytics and decision making. Marketing technology, including SEO tools and marketing automation, enables businesses to optimize their online presence and enhance user experience. Disruptive technologies like schema markup, ad extensions, and social media advertising are reshaping consumer behavior and influencing marketing ROI. Moreover, the importance of data security and privacy in the digital age cannot be overstated.

As businesses collect and analyze vast amounts of data, data ethics and privacy policies become essential components of marketing strategies. The ongoing unfolding of market activities also encompasses the integration of marketing technology, content syndication, and SEO reporting to streamline marketing efforts and improve marketing measurement. Ad copywriting and natural language processing are crucial elements in creating engaging and effective ad campaigns. Backlink analysis and page speed optimization are essential components of SEO, while link building and conversion tracking help businesses measure the success of their digital marketing initiatives. Core web vitals and mobile optimization are vital for ensuring a seamless user experience across devices.

In the ever-evolving digital marketing landscape, businesses must stay informed and adapt to the latest trends and technologies to remain competitive. From local SEO to e-commerce SEO, marketing budgets and strategies must be agile and responsive to the continuous shifts in consumer behavior and market dynamics.

How is this Online Ad Spending Industry segmented?

The online ad spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Platform

  Mobile devices
  Desktops


Application

  Retail and e-commerce
  Healthcare and pharma
  Media and entertainment
  Travel and hospitality
  Others


Type

  Search Ads
  Social Media Ads
  Display Ads
  Video Ads
  Others


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Platform Insights

The mobile devices segment is estimated to witness significant growth during the forecast period.

The digital advertising landscape is undergoing significant shifts, with mobile advertising emerging as a key driver of growth. The proliferation of smartphones and increasing mobile Internet usage has led to a surge in mobile advertising spend. In 2023, global smartphone shipments reached an impressive 1.17 billion units, fueling the demand for mobile ads. Major players in the smartphone market, including Samsung Electronics, Apple, Xiaomi, Oppo, and Vivo, have reported increased shipments, indicating a strong consumer preference for mobile devices. To maximize the potential of mobile adver

Snapshot img

Ad Spending Market Size 2025-2029

The ad spending market size is forecast to increase by USD 363.8 billion, at a CAGR of 8.7% between 2024 and 2029.

The market is witnessing significant shifts, driven by the proliferation of ad-exchange platforms and the integration of Augmented Reality (AR) technology into advertising. The increasing number of ad-exchange platforms is enabling more efficient and targeted ad placements, providing marketers with greater reach and precision in their campaigns. Simultaneously, AR's ability to create immersive and interactive advertising experiences is revolutionizing the way brands engage with consumers. However, the high cost of advertising remains a formidable challenge for many businesses. As competition intensifies and consumer attention becomes increasingly fragmented, companies must optimize their ad spend to maximize returns.
To succeed, they must adopt data-driven strategies, leveraging advanced analytics and AI to gain insights into consumer behavior and preferences. By tailoring their messaging and targeting, companies can effectively engage consumers and stand out in a crowded marketplace. Additionally, collaborations and partnerships with leading ad-tech companies and ad-exchange platforms can help smaller businesses access advanced technologies and expertise, leveling the playing field and enabling them to compete effectively.

What will be the Size of the Ad Spending Market during the forecast period?

Request Free Sample

The market continues to evolve, with dynamic market activities unfolding across various sectors. Behavioral targeting and ad servers play crucial roles in delivering personalized ads to consumers. Ad production and email marketing are essential tools for creating engaging content, while influencer marketing adds authenticity to campaigns. Ad measurement and market research provide valuable insights for optimizing marketing strategies. Contextual targeting and affiliate marketing expand reach by aligning ads with relevant content and leveraging partnerships. Programmatic advertising, real-time bidding, and marketing technology enable automated media buying and ad optimization. Creative development and video advertising captivate audiences, while ad fraud, ad blocking, brand safety, and ad design address emerging challenges.

Marketers employ various tactics, from display advertising and pay-per-click to native advertising and content marketing, to engage consumers effectively. Attribution modeling and marketing analytics provide insights into campaign performance, while brand strategy and advertising agencies shape brand narratives. Ad exchanges and supply-side platforms facilitate transactions between buyers and sellers, ensuring a seamless ad ecosystem. Click-through rates, ad spend optimization, and mobile advertising are essential metrics for measuring success. As the market continues to evolve, marketers must adapt to emerging trends and technologies to stay competitive.

How is this Ad Spending Industry segmented?

The ad spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Digital
  TV
  OOH
  Print


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The digital segment is estimated to witness significant growth during the forecast period.

In the dynamic marketing landscape, digital advertising plays a pivotal role in business growth. Advertisers increasingly rely on marketing automation and demand-side platforms (DSPs) to optimize ad spend and reach their target audience effectively. Ad copywriting, a crucial aspect of digital advertising, ensures engaging and persuasive messaging. Programmatic advertising, including real-time bidding (RTB), has revolutionized media buying, enabling contextual and behavioral targeting. Digital platforms offer various advertising formats, such as display, video, mobile, native, and pay-per-click (PPC), catering to diverse marketing objectives. Marketing technology (Martech) solutions, including ad servers, ad exchanges, and ad networks, facilitate seamless ad delivery and measurement.

Creative development and ad production are essential components, ensuring visually appealing and impactful ads. Brand safety and ad fraud mitigation are essential concerns, with industry initiatives addressing these issues. Content marketing and influencer marketing complement digital advertising, providing valuable brand engagement and authenticity. Ad measurement and marketing analytics enable data-driven decision-making, ensuring optimal campaign per

Snapshot img

Digital Advertisement Spending Market Size 2024-2028

The digital advertisement spending market size is forecast to increase by USD 570.7 billion at a CAGR of 18.51% between 2023 and 2028. The digital advertising spending market is experiencing significant growth, driven by several key trends and factors. One major factor is the decline in offline ad spending as businesses increasingly shift their budgets toward digital channels. Another trend is the evolution of programmatic advertisement buying, which allows for more targeted and efficient ad placements. However, the market also faces challenges, particularly in the area of OTT (over-the-top) advertising. Video advertising, including photo and video ads, has gained immense popularity due to the rise of streaming platforms and smartphone devices. With the proliferation of streaming services and cord-cutting, advertisers are seeking effective strategies to reach audiences in this new media landscape. Overall, the digital advertising market is poised for continued growth, but advertisers must navigate these trends and challenges to maximize their impact and ROI.

Market Analysis

Request Free Sample

The digital advertising spending market is a significant segment of the digital media industry, driven by the increasing usage of social media, video, search engines, mobile devices, laptops, and desktops. The market encompasses various sectors such as health care, media and entertainment, ecommerce websites, and technology infrastructure. In the digital world, advertisers invest heavily in online advertising, digital media, online portals, and digital marketplaces to reach their target audience. Social media platforms have also emerged as a major advertising channel, enabling businesses to engage with their customers in real-time.

The online population's growth and the shift from traditional television advertisement to digital video marketing are key factors driving the market's expansion. The digital advertising market is also influenced by technology advancements such as multifactor authentication, crypto currency, and digital creative services. These technologies provide enhanced security, convenience, and creativity, making digital advertising more effective and engaging for consumers. Overall, the digital advertising market is expected to continue growing, offering ample opportunities for businesses to reach their audience and thrive in the digital marketplace.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Display ad
  Search ad
  Others


Geography

  North America

    US


  APAC

    China
    Japan


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Type Insights

The display ad segment is estimated to witness significant growth during the forecast period. In the digital world, various forms of advertisement such as display, email, social media, video, and search engine advertising, are increasingly gaining popularity among businesses looking to reach their target audience online. According to recent studies, The market is projected to expand significantly over the next few years, driven by the widespread use of internet-connected devices like laptops, desktops, smartphones, and tablets. This growth can be attributed to the ability of digital media to provide targeted advertising through IP targeting, reaching both business-to-business (B2B) and business-to-consumer (B2C) customers directly. Digital ads come in various formats, including visual ads, photo video ads, and multifactor authentication ads, and can be found on online portals, ecommerce websites, streaming platforms, and technology and infrastructure websites.

The media and entertainment, health care, transport and tourism, IT and telecom industries are major contributors to the digital advertising market. Traditional television advertisement continues to coexist with digital video marketing, offering advertisers the flexibility to reach a mass audience through both channels. Moreover, the coronavirus pandemic has accelerated the shift toward digital advertising as businesses look for new ways to engage with their customers and adapt to changing consumer behavior. Digital creative services and strategic campaign development have become essential components of successful digital ad spending, ensuring that ads are tailored to the audience and delivered through the most effective channels.

Overall, the digital advertising market offers advertisers a cost-effective and measurable way to reach their target audience and drive conversions in the ever-evolving digital landscape.

Get a glance at the market share of various segments Request Free Sample

The display a

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.

Snapshot img

Programmatic Advertising Spending Market Size 2025-2029

The programmatic advertising spending market size is forecast to increase by USD 892.7 billion, at a CAGR of 38.1% between 2024 and 2029.

The market is experiencing significant shifts, driven by the increasing trend toward online shopping and the high penetration of augmented reality (AR) technology in the advertising sector. Consumers' preference for digital channels has led to a surge in programmatic ad spending, providing businesses with unprecedented opportunities to reach their audiences effectively. AR technology, with its ability to create immersive and interactive ad experiences, is revolutionizing the way brands engage consumers, further fueling market growth. However, the market faces challenges that necessitate strategic navigation.
The low transparency in the programmatic advertising ecosystem poses a significant obstacle for marketers, making it difficult to assess the effectiveness and value of their ad spend. Addressing this challenge through increased transparency and accountability measures will be crucial for businesses looking to optimize their programmatic advertising strategies and maximize their returns.

What will be the Size of the Programmatic Advertising Spending Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
Request Free Sample

Programmatic advertising spending continues to evolve, driven by the intersection of real-time data, automation, and advanced technologies. Cross-device tracking and performance measurement enable advertisers to reach consumers consistently across various touchpoints. Real-time bidding (RTB) and header bidding allow for efficient and effective campaign management, while frequency capping and demographic targeting ensure brand safety and audience segmentation. Machine learning algorithms and predictive analytics optimize ad creative and audience engagement, driving conversions. Social media advertising and private marketplaces offer new opportunities for reach and transparency. Programmatic direct and first-party data enable data-driven decision making, enhancing agile marketing strategies. Transparency and accountability remain crucial, with ad fraud detection and brand safety measures evolving to address emerging challenges.

Contextual targeting and targeting options expand reach and relevance, while supply-side platforms and ad exchanges facilitate the buying and selling of ad inventory. The programmatic landscape continues to unfold, with digital out-of-home (DOOH), native advertising, and automated optimization shaping the future of programmatic advertising. Artificial intelligence (AI) and real-time data further enhance the capabilities of programmatic platforms, enabling more effective and efficient advertising strategies.

How is this Programmatic Advertising Spending Industry segmented?

The programmatic advertising spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Application

  Open auction
  Automated guaranteed
  Invitation-only
  Unreserved fixed-rate


Type

  Mobile
  Desktop


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

.

By Application Insights

The open auction segment is estimated to witness significant growth during the forecast period.

The market is characterized by the integration of various advanced technologies and strategies to deliver targeted and personalized ads in real-time. Cross-device tracking enables advertisers to follow consumers across multiple devices, providing a more comprehensive understanding of their behavior and preferences. Performance measurement tools help advertisers assess the effectiveness of their campaigns, while real-time data fuels real-time bidding (RTB) and automated optimization. Privacy regulations, such as GDPR and CCPA, have brought about stricter data handling practices, necessitating the use of first-party data and data-driven decision making. Demand-side platforms (DSPs) and supply-side platforms (SSPs) facilitate programmatic bidding, allowing advertisers to place bids on ad inventory in real-time.

Frequency capping, demographic targeting, and audience segmentation are crucial targeting options to ensure efficient ad delivery and minimize ad waste. Brand safety and transparency and accountability are essential considerations, with ad fraud detection and predictive analytics playing key roles in maintaining trust and confidence in the digital advertising ecosystem. Native advertising,

Market analyses show that the digital advertising expenditures of the financial services industry in the United States reached 21 billion U.S dollars in 2020. This figure is forecast to further grow to 30.75 billion dollars by the end of 2023.

The magazine advertising expenditures of the fashion and accessories industry in Japan amounted to around 25.8 billion Japanese yen in 2024. The cosmetics and toiletries industry followed with an ad spend of around 12.2 billion yen.

Mobile ad spending in France was forecast to continuously increase between 2025 and 2029 by a total of *** billion U.S. dollars. After the tenth consecutive increasing year, the expenditure is estimated to reach *** billion U.S. dollars by 2029.Find other key market indicators concerning the growth of mobile ad spending and share of mobile digital ad spending.The Statista Market Insights cover a broad range of additional markets.

The newspaper advertising expenditures of the distribution and retailing industry in Japan amounted to approximately 53.5 billion Japanese yen in 2024. The transportation and leisure industry followed with an ad spend of around 52.1 billion yen.

In 2022, retail was forecast to be the industry with highest digital advertising spending in the United States. Its digital ad spend was projected to amount to 57.2 billion U.S. dollars. Consumer packaged goods (CPG) services ranked second, with a spend of 36.03 billion. Total digital ad expenditure in the U.S. in 2022 was expected to amount to 220.93 billion U.S. dollars.

In 2025, advertising spending in the United States will amount to an estimated ***** billion U.S. dollars, making it the leading global ad market by that measure. China ranked second with a forecast ad expenditure of over *** billion dollars, while the United Kingdom and Japan rounded out the top four with ad revenues of about ** billion and ** billion dollars, respectively. Ad spend by region According to another source's projections, Canada and the U.S. formed the world's highest-spending ad market as of 2024, followed by the Asia-Pacific (APAC) region and Western Europe. Behind the absolute values, however, lays a perhaps unexpected growth forecast. The estimates indicate that Latin America will be the fastest-growing ad market between 2024 and 2026, with its expenditure going from less than ** billion to almost ** billion dollars in the period – an increase of over ** percent. For comparison, the U.S. and Canada combined and APAC were expected to grow between ***** and **** percent during the same period. Top digital ad markets Slightly more specific rankings, such as that of the leading global economies by digital ad spending, reveal predictable results and key differences. In 2024, the U.S. and China remained on top, and the UK placed third and well ahead of Japan, demonstrating the British market's remarkable focus on online strategies. The same applies to the list of countries by social media ad expenditure, showing that the UK spent an estimated *** billion dollars more on that channel than Japan in 2023. The latter ranking also depicts a much tighter race between the U.S. and China for the top spot, with projected social media ad revenues of around ** billion and ** billion dollars, respectively.

In 2022, search advertising spending is expected to amount to ***** billion U.S. dollars worldwide. This amount is projected to grow to about ***** billion U.S. dollars by the end of 2024. Display advertising, which reached *** billion U.S. dollars, accounted for the largest ad spend share in 2021. Digital ads in selected countries worldwide In 2022, the United States is forecast to spend nearly *** billion U.S. dollars on digital ads, which was more than that of China, the United Kingdom, Japan, and Germany combined. The United Kingdom was the leading European country in terms of digital ad expenditure. In the first half of 2021, the UK spent roughly *** billion GBP on search advertising, specifically. Digital ads in the United States In 2019, retail-related products and services made up about ** percent of all digital ads in the United States, meaning the retail industry accounted for the largest share of the total digital ad spend that year. Other significant industries on the list included automotive, financial services, and computing products & consumer electronics.

The information and communications industry accounted for around 242.9 billion Japanese yen of the advertising expenditure through traditional media in Japan in 2024. Foodstuffs followed with ad expenses of around 216 billion yen. During that year, the total advertising expenditure through traditional media amounted to about 2.21 trillion Japanese yen.

The source forecast that, in 2025, digital channels would attract nearly 61 percent of the global advertising expenditure, while TV would account for less than 22 percent. According to the projections, print and out-of-home (OOH) media will tie in third place, each with a 5.7-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 500 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 7.6 percent increase. Ad spend in the media sector Retail media stood first among channels with the highest annual change in advertising spending worldwide, surpassing 21 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 265 U.S. dollars per user in the latter year.

As India’s content consumption moved increasingly to online platforms, advertisers also followed their audiences to the digital world. Among the various industry verticals in the country, the telecom sector devoted ** percent of its total ad expenditure in 2024 to digital. The e-commerce sector followed second and was the only other vertical to allocate over ** percent of its ad spend to the medium. Ad spends by format Online ads made up the highest share of the digital media expenditure by the FMCG sector that year, spending ** percent of their digital budget on it. However, most Indian business verticals preferred social media ads to online video ads. In 2019, about ** percent of digital advertising expenditure in India was spent on social media, compared to a ** percent ad spend on online videos. Social media ads win the popular vote This is not surprising when one looks at the massive social media user base across India. As of January 2020, Facebook had an advertising reach of around *** million users across India. This was the largest audience base reached via advertising in the country that year, followed by Instagram and LinkedIn with a reach of ** million and ** million users respectively. So long as social media platforms continue to facilitate a wider audience reach, advertisers will lean towards them for higher return on investments.