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.

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 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.

In 2024, digital advertising accounted for approximately ** percent total media advertising spending in Latin America. The share was highest in North America, where it stood at **** percent.

Mid-2024 forecasts projected that the global outdoor advertising revenue would amount to an estimated **** billion U.S. dollars that year, of which **** billion (or ** percent) would come from traditional out-of-home (OOH) media, while digital out-of-home (DOOH) would account for the remaining **** billion dollars (** percent). Both segments were expected to expand as the decade unfolds, with total OOH ad spending reaching nearly ** billion dollars by 2029, **** billion (** percent) of which will consist of DOOH. DOOH boosts the outdoor media industry The world's top five outdoor ad companies are based in Western Europe and the United States: JCDecaux, Ströer, CCO, Lamar, and Outfront Media. 2023 data reveals all of them recorded higher growth in DOOH revenues than for overall outdoor media activities. That reinforces the relevance of the digital segment for the industry's expansion. The world's flagship market for DOOH Out of the ** leading global OOH firms, ***** are headquartered in China. That includes 2023's sixth-placed company, Shanghai-based Focus Media. While Chinese players' financial results remain far from their Western competitors, the Asian country is ahead in the digital game. In 2024, China alone accounted for an estimated ** percent of DOOH ad revenues worldwide. If that concentration continues, Chinese outdoor media companies are more likely to experience faster growth.

In light of the coronavirus pandemic outbreak many industries had to revise basic market indicators and adjust their future outlooks. And so the global media spending is projected to amount to 691.7 billion U.S. dollars in 2020 - some 20 billion dollars lower than previously expected for this year. Following this change the future forecasts are also adjusted downwards by roughly the same amount.

The source forecast that, in 2024, mobile advertising spending worldwide will surpass *** billion U.S. dollars, up from little more than *** billion dollars a year earlier. That represents an annual increase of ** percent.

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.

The source forecast that Brazil will experience the highest growth in advertising spending in 2025 among the ** largest ad markets worldwide, with a projected increase rate of **** percent. Canada and China will follow with estimated expansions of approximately **** and **** percent, respectively. Meanwhile, ad expenditures in France, Germany, Japan, and Australia were predicted to rise less than **** percent in 2025. The Brazilian ad market Brazil's advertising industry ranks among the most creative worldwide, with other sources estimating its 2024 ad spending at almost ** billion U.S. dollars in 2024 and well over ** billion dollars by 2026. Home to a vast digital consumer base, Brazil's digital retail media ad segment has also thrived throughout the *****, with the latest projections indicating double-digit growth rates for this sector as the decade unfolds. Asian ad giants The swift expansion of the Chinese and Indian ad markets exemplifies their importance for advertising in the Asia-Pacific (APAC) region. Each features unique mediascapes, albeit united by a strong focus on mobile internet users. As a result, Asia's online video advertising and marketing industry has played a key role in connecting brands and consumers.

In 2021, the source projected that internet advertising spending worldwide would increase 7.7 percent annually in the period between 2019 and 2025. When 2019 is removed from the projection, the CAGR grows to 7.9 percent.

According to recent advertising industry calculations, it is projected that Lebanon's ad spending would decrease by **** percent between 2021 and 2024, making it the market with the lowest ad investment growth in the period. Russia ranked second on this list, with a **** percent decrease in media spending.

In 2024, newspaper advertising spending worldwide amounted to an estimated ** billion U.S. dollars down from approximately **** billion dollars a year earlier. Compared to the pre-pandemic 2019 result, the 2024 figure declined by over ** percent.

Out-of-home advertising spending is projected reach over 39 billion U.S. dollars worldwide by the end of 2022. Nevertheless, this showed a rebound from the drop in the previous year caused by the outbreak of the coronavirus pandemic. However, this figure is forecast to continue increasing in the following years, with global expenditures projected to amount to 45 billion U.S. dollars by the end of 2024.

What is out-of-home advertising?
Out-of-home advertising (OOH) refers to any visual advertising media that is found outside of the home. Examples of OOH media formats include digital and non-digital billboards, street furniture and transit ads, or place-based advertising in arenas and stadiums. Bulletins or billboards that are located on highly frequented roads are among the most impactful OOH media formats due to their size and consumer exposure. In 2021, JCDecaux was the leading outdoor advertising company worldwide, with annual revenue of over 3.2 billion U.S. dollars.

Out-of-home advertising is going digital
Out-of-home advertising is one of the oldest forms of advertising worldwide. While these types of ads have been around for several decades, they are now becoming more relevant than ever, thanks to the ongoing technological advancements in the media industry. By going digital, or gradually replacing physical ads with digital formats, media buyers can offer potential customers a wide array of exciting new features like brighter colors, movement, and ad variation. In 2018, DOOH accounted for roughly 18 percent of the global OOH sales, with over 6.08 billion U.S. dollars in spending. In the following years, the shift towards digital is forecast to pick up the pace.

Netflix reported global advertising expenses of nearly **** billion U.S. dollars in 2024. This represented a *** percent increase from the previous year's ad spending of **** billion dollars. Netflix by the numbers Netflix is the leading subscription video-on-demand (SVOD) service worldwide based on user count and revenue. Established in 1997 as a DVD rental service, the company has revolutionized the global streaming scene. It now serves its vast catalog of TV shows and movies to audiences in more than 190 countries. According to the streaming giant’s latest filings, its global annual revenue stood at approximately ** billion U.S. dollars in 2024. The biggest players in the competitive sector The global revenue of the SVOD market has experienced remarkable growth in recent years. Moreover, a further increase was forecasted for the coming years, reaching nearly *** billion dollars by 2027. The growing sector also triggers competition. Netflix continues to compete with its biggest rivals, Amazon Prime Video and Disney+, for the largest market share.

In 2025, advertising and marketing spending worldwide will reach an estimated **** trillion U.S. dollars, up from almost **** trillion dollars a year earlier. For comparison, Australia's gross domestic product (GDP) amounted to approximately *** trillion dollars in 2024, setting it as the world's 14th largest economy that year.

In the fiscal year 2023, The Home Depot - a Georgia-based home improvement retail company - invested 1.1 billion U.S. dollars in advertising activities. The respective figure was identical a year earlier.

In 2025, the United Kingdom alone will account for an estimated 6.32 percent of global advertising revenues. Germany and France were forecast to hold shares of around 4.3 and 2.3 percent, respectively. The same European ad markets were projected to expand between 2024 and 2027.

In 2024, advertising spending in the Americas increased by an estimated eight percent, making it the fastest-growing region among the presented ad markets. In Europe, the Middle East, and Africa (EMEA), ad revenues rose by approximately 6.1 percent, while the Asia-Pacific (APAC) region experienced a 5.4-percent expansion.

Latin America advertising spending is expected to grow by 10 percent in 2022 compared to 2021. At the same time, it is estimated that in 2024 Latin American ad spending will grow by 9.8 percent in comparison to 2023. However, global ad spend is expected to grow by eight percent in 2022.

In 2024, TV advertising spending worldwide was forecast to reach an estimated ****** billion U.S. dollars, marking an increase from the previous year's value of ****** billion.