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 2025, marketing spending in the United States will surpass *** billion U.S. dollars, according to the source's projections. Out of that total, *** billion dollars will come from business-to-consumer (B2C) companies, while business-to-business (B2B) firms will account for the remaining *** billion dollars. The annual values were forecast to rise as the decade unfolds, exceeding *** billion dollars by 2028.

The U.S. marketing data market was valued at **** billion U.S. dollars in 2024, and it was expected to grow to **** billion in 2025. In the same period, spending on data services (identity resolution analytics, measurement, attribution, and data layer integration) is forecast to increase from *** to *** billion dollars.

In 2024, marketing spending in the United States amounted to an estimated ***** billion U.S. dollars, of which ***** billion (or almost **********) were allocated to online channels. The total figure was nearly ** percent higher than the ***** billion-dollar expenditure recorded a year earlier. According to the same source, experiential/sponsorship and shopper marketing were among the forecast fastest-growing offline marketing channels in the U.S. in 2025.

In the United States, marketing services spending devoted to telemarketing amounted to **** billion U.S. dollars in 2020. Each year, the largest share of marketing services spending is attributed to sales promotion. In total, spending in 2020 reached ***** billion U.S. dollars. Outsourcing of marketing activities Organizations wanting to promote their products or services are faced with a choice – build a marketing team as part of their company structure or hire external contractors who will handle the marketing activities for them. There is also a third option – to do both. Based on recent data this is the most popular choice, as the majority of B2B companies go for the mix of in-house and outsourced marketing teams. Marketing outsourcing during the coronavirus (COVID-19) pandemic In the early stages of the pandemic many companies had to make quick financial decisions in order to minimize the potential losses caused by declining business. Contrary to expectations, budget cuts of outsourcing spending were not as high as could have been anticipated. While some CMOs, for example, saw a definite decrease in outsourcing of marketing activities, the majority of marketers said there was no visible change in this regard, indicating that outsourcing was not the top priority saving for industry representatives at that time.

During a summer 2024 survey carried out among in-house and agency marketers from France, Germany, Italy, Spain, and the United Kingdom, ** percent of respondents stated that they expected their marketing spending to remain the same in the coming 12 months while ** percent expected the expenditure would increase. However, roughly ************ said they expected a marketing budget cut.

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.

During a global 2025 survey among marketers and industry leaders, 14.4 percent of respondents stated they invested 10 to 15 percent of their marketing budget into influencer marketing. Nearly 12 percent of respondents devoted more than 50 percent to this type of digital marketing activity. The state of influencer marketing As social platform users continue to rise in recent years, influencer marketing has become an essential format of digital campaigns. Marketers have used this channel to increase brand awareness. Influencer marketing's value worldwide was estimated at over 24 billion U.S. dollars in 2024, compared to nearly 10 billion in 2020. Furthermore, the global influencer marketing platform market size amounted to 15.2 billion dollars in 2022 and was projected to surpass 22 billion dollars in 2025. The epicenter of influencer marketing: Instagram In the spring of 2024, Instagram ranked third among the biggest social media platforms, with roughly two billion monthly active users. With such an impressive user base, the Meta-owned social network proves to be the perfect spot for creators and marketers alike.

During a 2025 survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported an average increase in digital marketing spending of *** percent throughout the previous 12 months. Meanwhile, investments in traditional advertising were expected to decrease by *** percent in the following 12 months. Marketing budgets and spending in the United States In the past several years, U.S. marketing executives devoted on average between seven and ** percent of their company’s revenues towards marketing budgets. As of 2025, this figure stood at *** percent. Around a year earlier, in March 2024, the average surpassed ** percent. Online marketing's highlights In 2025, the consumer packaged goods (CPG) segment was the sector recording the highest increase in digital marketing spending in the U.S. According to the industry's CMOs, the average growth rate surpassed ** percent. The healthcare segment followed with an average rise of nearly ** percent.

During a global survey carried out in 2022, ** percent of responding marketers said their company spent up to less than 1,000 U.S. dollars each month on content marketing efforts. According to ** percent of surveyed industry professionals, their monthly content marketing budgets for 2022 ranged between 10,000 and ****** U.S. dollars.

In 2024, marketing spending worldwide grew by approximately *** percent. Meanwhile, global advertising expenditure rose by *** percent. On average, advertising and marketing spend worldwide increased by *** percent.

According to market estimates, total media advertising spending the United States in 2020 would amount to ***** billion U.S. dollars. By 2024, the figure is expected to grow to *** billion dollars.Advertising spending in the U.S. – additional informationAdvertising 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 **** 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 ** 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 ** percent in 2010 to about *** 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 ** 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 *** 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 **** billion U.S. dollars. Search advertising and display advertising account for the majority of mobile advertising spending.

In 2022, B2B marketing data spending in the United States equaled **** billion U.S. dollars. During 2023, this number stood at around **** billion, and is expected to grow to approximately **** billion by 2025.

It has been estimated that an average small or medium-sized business in the United States would have an advertising budget of roughly ** thousand U.S. dollars in 2025. This would bring the advertising spending of all SMBs in the U.S. to a total of *** billion U.S. dollars.

In 2024, search advertising spending amounted to *** billion U.S. dollars worldwide. The expenditure was forecast to increase by *** percent annually until 2027, 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.

During September 2024 a survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that the overall marketing spending of education corporations increased by an average of ***** percent throughout the preceding 12 months. The same sector raised its digital marketing spend by over ** percent. Meanwhile, the mining and construction segment reduced its overall and digital marketing expenditures by *** and **** percent, respectively.

In 2024, experiential marketing spending worldwide will reach an estimated ***** billion U.S. dollars, up from ***** billion dollars a year earlier – an annual growth of over ** percent. The 2024 forecast figure also surpassed the nearly ****************** expenditure recorded before the pandemic in 2019.

During a 2025 survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that, on average, corporations selling consumer packaged goods (CPG) allocated approximately ** percent of their total budgets to marketing expenses. The consumer services and real estate segments followed, both with average shares above ** percent. The CPG market on the spotlight CPG marketing promotes perishable consumer goods such as food, beverages, or household products. As these items are used and replenished regularly, the CPG industry is known as a highly competitive playing field, and brands rely on effective marketing campaigns to stand out among the crowd. Top advertising spenders Amazon was the top advertiser in the U.S. in 2023, with over ** billion U.S. dollars in spending. Procter & Gamble was the leading advertiser from the CPG industry that year, which comes as no surprise considering the conglomerate's size and extensive brand portfolio. Many of the world’s most popular cleaning and personal care brands, such as Pampers, Braun, Gillette, and Pantene, fall under the P&G umbrella, making the company a multinational CPG giant.

Every year billions of dollars are spent on advertising on social media in the United States. In 2022, the amount reached ** billion U.S. dollars, and included paid advertising on social networks as well as games and applications on social media. By 2025, advertisers are expected to spend over ** billion dollars on promoting their products on social networks. Facebook commands the lion’s share of these expenditures (more than ** percent), followed by LinkedIn and Pinterest with * and * percent respectively. Social network advertising – a closer look   Studies show that a little over ** percent of U.S. companies are and will be using social media for marketing purposes. In 2017, social messaging and video were thought to be the trends of the future in relation to social media advertising and believed to have the biggest effect on marketing strategies. Lo and behold, advertising spending on social video has been growing ever since, and is expected to amount to nearly ** billion U.S dollars in 2021. Even in this respect, Facebook has the lead, especially when it comes to influencer marketing. In fact, all tiers of influencers - from microinfluencers to celebrities - post the majority of their videos on Facebook. The second choice of platform to share their videos is YouTube, which despite being 'the' video sharing platform is not as popular yet among influencers most probably due to smaller user reach.

During a 2025 survey, ** percent of responding business owners and marketing leaders at businesses with 0-100+ employees said that their organizations invested 10 percent of their marketing budgets into advertising. *** in twenty stated they spent their entire marketing budgets on ads.