In 2024, advertising spending worldwide reached approximately ****** billion U.S. dollars, up from ****** billion dollars in the previous year. According to the same study, advertising and marketing combined global revenues will exceed **** trillion dollars in 2024.

The source projected that advertising spending will continuously grow in almost all world regions between 2025 and 2026. In the United States and Canada, the figure will increase by around *** percent in that period, standing just below *** billion U.S. dollars by the latter year. Meanwhile, Latin America will experience an expansion of approximately *** percent, whereas ad spending in Central and Eastern Europe (CEE) was predicted to stale.

In 2024, global advertising spending will reach an estimated *** billion U.S. dollars, up from *** billion dollars a year earlier. That represents a year-over-year (YoY) growth of approximately *** percent. The annual value was projected to continue to expand, surpassing **** trillion dollars by 2028. World's top advertising channels According to another source's forecasts, the internet alone attracted ***** out of ** ad dollars worldwide in 2024, solidifying digital channels' relevance for the industry. The rest of the top three global ad media included TV and outdoor displays, which collectively accounted for little more than ** percent of the market. However, the out-of-home (OOH) segment was expected to be the world's fastest-growing ad medium that year, and the only one with a double-digit increase rate. Leading countries and media companies In 2023, Alphabet concentrated around *********** of global ad revenues. Meta, Amazon, Alibaba, and TikTok followed , revealing that five big techs held **** of the world's ad revenues. Meanwhile, the United States came in first on the ranking of economies by ad spending in 2024. It stood far ahead of the second place, China, and both left the United Kingdom and Japan nearly tied for the third place.

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.

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.

The estimated ad spending in Central and Eastern Europe is forecast to reach nearly 14.5 billion U.S. dollars in 2022. In comparison, the ad spending in Latin America in the same year is expected to amount to around 29.1 billion dollars.

The source forecasts that global digital advertising spending will grow by slightly more than ** percent in 2025. Further growth of the market was projected in the following years.

Global advertising spending in 2022 is projected to reach approximately *** billion U.S. dollars. Additionally, forecast data indicates that the ad spending worldwide will reach nearly *** billion U.S. dollars by the end of 2024.

In 2023, display advertising spending worldwide was estimated at ***** billion U.S. dollars and was the largest digital ad format. By 2026, the expenditure is expected to increase to ***** billion dollars.

In 2021, digital advertising spending increased after a year of a slowdown the market endured when the world was hit by the coronavirus (COVID-19) pandemic. All three formats presented reported two-digital growth rates. Display grew most, with nearly a ** percent growth rate, followed by paid search with ** percent and digital classifieds with roughly ** percent. For 2022, the source projected further growth, but the rates would not be nearly as high. The future of digital advertising Global marketers seem to agree that digital campaigns are very important to their overall promotional efforts. Regardless of which business type they represented, be it direct brand or a traditional business with or without an e-commerce component, the vast majority of global industry professionals considered digital media and formats as being crucial to their work.With this in mind, projections show that display advertising on social media will lead over online video, with expenditures on social close to double the amount devoted to video in 2020. After display, search is expected to take the second spot, with global ad spend surpassing *** billion U.S. dollars that year. Classified has been and will remain the smallest format in terms of advertising investments.

In 2022, search advertising spending amounted to ****** billion U.S. dollars worldwide. The expenditure was forecast to increase by approximately six percent annually until 2028, reaching close to *** billion U.S. dollars. Search Advertising Search advertising, or search engine advertising (SEA), refers to the placement of ads on search result pages above or next to organic search results. As these ads target local and keyword-related factors, they have a higher conversion probability, making them a popular tool for online marketers. In the past few years, search advertising has become one of the leading forms of digital advertising worldwide, seeing annual growth in spending. In 2019, global search ad spend stood at nearly ***** billion U.S. dollars, trailing only behind display ad expenditures. As consumers are increasingly using their phones for search requests, spending on mobile search advertising is set to increase in the following years. Leading segment drivers The United States is the world’s leading market for search advertising, as well as the segment’s top spender. In 2019, over ** billion U.S. dollars were spent on search advertising, and according to the latest forecasts, spending will surpass ** billion U.S. dollars by 2023. In return, revenue from search ads is expected to grow by roughly ten percent in 2020. Looking at the placement of ads and the allocation of search advertising budgets, Google stands out as the primary recipient. In 2018, advertisers reported allocating around ** percent of their search advertising budgets towards the U.S. tech giant.

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, 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.

In 2024, digital pure players (companies that operate primarily online, such as Google or Amazon) generated an advertising revenue of *** billion U.S. dollars worldwide. In 2025, their ad revenue is forecast to amount to *** billion dollars.

The source forecast that, in 2025, advertising spending in the United States and Canada alone will surpass *** billion U.S. dollars and account for over ** percent of the global ad expenditure. The Asia-Pacific (APAC) region and Western Europe will follow with estimated ad spends of about *** billion and *** billion dollars, respectively. Most world regions' ad expenditures were projected to expand between 2024 and 2026. Ad corporations' revenues by region Some of the world's largest ad media holdings obtain most of their gains in the U.S. or North America. In 2024, Omnicom Group Inc.'s revenue in the U.S., Canada, and Puerto Rico surpassed *** billion dollars – more than in all other markets combined. Similarly, that year, the revenue of the Interpublic Group (IPG) in the U.S. alone exceeded *** billion dollars, while all other regions collectively generated little more than half of that value. World regions' top brands Powerful advertisers contribute to ever-higher ad expenditures worldwide. South Korean Samsung and German T-Mobile emerged as the most valuable brands in the APAC and European regions in 2025, each estimated at ****** of billions of dollars. Silicon Valley's darling Apple topped the ranking as the most valuable brand in the Americas at over ************** dollars. According to another source, Apple's global brand value surpassed ************ dollars in 2024.

The Latin American expenditure is forecast to account for **** percent of the global internet advertising spending in 2022. Moreover, the internet ad spending in North America is expected to contribute ***** percent in the same year.

In 2024, social media advertising spending worldwide will amount to an estimated ****** billion U.S. dollars, up from less than ** billion dollars in 2019 – an increase of *** percent in half a decade. The value was forecast to grow by nearly ** percent by the end of the decade, exceeding *** billion dollars by 2029. Social media's relevance for marketing During a 2024 survey, more than four out of five responding global marketers listed increased exposure as a benefit of social media marketing. Traffic expansion and lead generation rounded up the top three, mentioned by ** and ** percent of the interviewees, respectively. Furthermore, Facebook was the most-used social media platform among business-to-consumer (B2C) marketers, while LinkedIn topped the ranking among business-to-business (B2B) marketing professionals. Advertising insights Find further information concerning the average ad spending per internet user in the 'Digital video ads' segment of the advertising market in the United Kingdom and the traditional revenue in the 'Traditional TV Advertising' segment of the advertising market in Poland.The Statista Market Insights cover a broad range of additional markets.

In 2022, digital advertising accounted for ** percent of total ad revenue worldwide. The share is expected to grow to ** percent in 2028, reaching ** percent in 2024.

In 2022, digital retail media advertising spending worldwide was estimated at ***** billion U.S. dollars. The source projected that the value would increase to more than *** billion by 2028. To compare, Amazon generated **** billion dollars in ad sales worldwide in 2022.