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.

In 2025, media owners' global advertising revenue will amount to an estimated *** trillion U.S. dollars, up from approximately **** trillion dollars a year earlier – an annual growth of *** percent. The figure was projected to continue to expand, reaching nearly *** trillion dollars by 2029. The world's largest ad markets According to another source, the United States and Canada collectively account for most of the global ad spend, followed by the Asia-Pacific (APAC) region. Europe, Latin America, the Middle East, and Africa lag far behind: In 2024, these four regions' ad expenditures combined barely surpassed ************** of APAC's. On a country level, the U.S., China, and the United Kingdom were the world's leading markets by estimated ad spend in 2024. Japan, Germany, and Canada rounded up the top six. The relevance of online advertising Most of the global ad revenues have come from the internet, which continues to boost the industry's total gains year after year. It was projected that, in 2024, digital's share in the world's ad spend would surpass ********** in almost all regions, except for Latin America. The performance of emerging online ad economies will likely push this concentration. A source estimated that Peru, Argentina, Chile, India, and Colombia ranked among the fastest-growing digital ad markets in 2023, with estimated increase rates of at least ** percent.

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 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 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 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 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.

According to forecasts released in August 2024, digital retail media advertising spending worldwide will grow by an estimated **** percent that year. Connected TV (CTV) and social media will follow, with global ad revenues increasing **** and **** percent in 2024, respectively.

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.

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.

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.

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.

The source forecast that digital advertising spending worldwide will reach *** billion U.S. dollars in 2025, up **** percent from *** billion dollars a year earlier. The figure was predicted to continue rising, exceeding *** billion by 2027. The same study projected that the internet's share in global ad spend will exceed ** percent in 2027.

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 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.

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.

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.

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.

In the last reported fiscal year, Alphabet Inc. invested 8.7 billion U.S. dollars in advertising and promotional activities. This representes roughly the same amount invested in 2023, down from 9.2 billion in 2022 but up from 7.9 billion in 2021. Alphabet is Google's parent company. In 2024, the company generated over 100 billion U.S. dollars of net income.