It was calculated that the digital advertising spending worldwide amounted to 549.51 billion U.S. dollars in 2022. The source projected that by 2027, the spending would reach 870.85 billion dollars.

Advertising spending - additional information

Advertising can utilize almost any form of media to meet its needs. Media including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing (with the exception of 2020) since 2010, and is forecast to round up to nearly 856 billion U.S. dollars in 2023. Due to advances in technology and consumer preferences, not all media are as heavily invested in as others. As of 2022, the internet was considered the most important medium for advertisers, accounting for 62 percent of total media ad spend in 2022. Internet expenditures are projected to record a growth of 8.4 percent in 2023.

Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimated 522.5 billion U.S. dollars in 2021. This figure is forecast to constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from 276 billion U.S. dollars in 2020 to nearly 495 billion U.S. dollars in 2024. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to gain nearly 25 billion U.S. dollars in 2023.

The digital advertising industry across India grew to a market size of over 400 billion Indian rupees in the year 2023, a considerable leap from the market size in 2016. Owing to the progressive growth of the digital media market in India, digital advertising was projected to expand to over half a trillion Indian rupees by 2024, reflecting the rising trend that developed over the past years. Social media advertising As internet accessibility in India continues to expand, content consumption has seen a significant shift toward online platforms. Notably, India boasts the highest number of YouTube users worldwide. Given the potential of social media to reach a wider audience, it is expected to remain a prevailing trend in India’s digital advertising landscape. In March 2023, YouTube emerged as a frontrunner, with an advertising reach of around 460 million users across the country. Meta platforms such as Facebook and Instagram also demonstrated substantial reach. Digital advertising revenue In 2022, the revenue from digital advertising in India surged to almost half a trillion Indian rupees and is expected to continue growing in the future. This can be attributed to businesses' increasing dependence on digital advertising to connect with their target audiences and capitalize on technology and data-driven strategies. Some of the leading industries that invest heavily in digital advertising include the FMCG and e-commerce sectors.

This statistic shows the online advertising market share of China's total advertising market from 2016 to 2019. In 2019, online advertising accounted for over a half of the total advertising market in China, in terms of market size.

In 2023, internet advertising spending in the United States increased by 7.3 percent, from 210 to 225 billion U.S. dollars. In 2022, the growth rate stood at 11 percent.

The digital advertising industry across India grew to a market size of just under 500 billion Indian rupees in the year 2024, a considerable leap from the market size in 2016. Owing to the progressive growth of the digital media market in India, digital advertising was projected to expand to well over 600 million Indian rupees by 2026, reflecting the rising trend that developed over the past years. Social media advertising As internet accessibility in India continues to expand, content consumption has seen a significant shift toward online platforms. Notably, India boasts the highest number of YouTube users worldwide. Given the potential of social media to reach a wider audience, it is expected to remain a prevailing trend in India’s digital advertising landscape. In March 2023, YouTube emerged as a frontrunner, with an advertising reach of around 460 million users across the country. Meta platforms such as Facebook and Instagram also demonstrated substantial reach. Digital advertising revenue In 2022, the revenue from digital advertising in India surged to almost half a trillion Indian rupees and is expected to continue growing in the future. This can be attributed to businesses' increasing dependence on digital advertising to connect with their target audiences and capitalize on technology and data-driven strategies. Some of the leading industries that invest heavily in digital advertising include the FMCG and e-commerce sectors.

The share of digital advertising spending in Italy has been rising over the last decade. In 2023, it accounted for 48 percent of ad spending in the country, the same value as the previous year.

In 2023, Google's share of digital advertising revenues worldwide was projected to amount to 39 percent. Facebook followed with a projected digital ad revenue share of 18 percent, while Amazon came in third with an expected seven percent. The player from Asia with the highest share is TikTok, with three percent, followed by Baidu, JD.com, as well as Tencent, all three with two percent.

In 2020, the search engine advertising accounted for about 14 percent of the total online ad revenue in China. Industry observers projected that e-commerce and news feed advertising would remain the two main revenue drivers of China's online advertising market for the next few years.

In 2023, digital advertising spending accounted for 42.8 percent of total advertising spending in Argentina. Investment in online ads has strongly increased in the country during the period observed. In 2016, internet ad spend corresponded to 20 percent of the total.

Digital advertising spending of the entertainment industry in the United States was forecast to increase by 7.9 percent in 2022. Retail digital ad spending was projected to increase 12.2 percent, while digital ad spending of consumer packaged goods was forecast to increase 6.1 percent.

This statistic shows the online advertising market size in Taiwan from 2012 to 2016 with projections until 2021. In 2016, Taiwan's online ad expenditure reached over one billion U.S. dollars and was estimated to grow up to around 1.65 billion U.S. dollars by 2021.

Of the overall advertising and marketing expenditure made in India, 44 percent was allotted to digital media in 2023. This reflected an exponentially growing trend that emerged in 2016. Forecasts predict digital's share of marketing spends to further increase to 55 percent by 2025. 2023 was also the year that digital's marketing spending surpassed that of television, as predicted.

In 2023, the digital advertising industry across India spent around 58 percent of its ad spend on direct media purchases, while the remainder was spent on programmatic purchases. Overall, projections indicate that the industry will increasingly switch to programmatic advertising over the years to come, with a market share of 45 percent by 2025. According to industry experts, the adoption of programmatic media buying would allow advertisers to have increased flexibility and more control over their creatives and optimization capacities.

It was estimated that the annual advertising revenue of the digital newspaper industry in Spain would increase by 117 million euros between 2021 and 2026. The digital newspaper ad revenue in the country amounted to 345 million euros in 2021.

In 2022, earnings from mobile ads stood at around 70 percent of the total online advertising expenditure in Ukraine, marking a slight decrease from the previous year. Between 2016 and 2020, the figure continuously increased, peaking at 74 percent in 2020.

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.

It was estimated that the total revenue generated from internet advertising in Spain would grow from 3.93 billion euros in 2021 to 5.21 billion euros in 2026. In that period, internet advertising revenue in the country is set to grow at CAGR of 5.8 percent.

Social media accounted for the largest share of digital advertising expenditure across ad formats in India in 2020. Whereas, other ad formats including classifieds were just around four percent in the country's digital advertising expenditure.

Digital out-of-home advertising (DOOH) amounted to 43.84 percent of out-of-home (OOH) advertising spending in Italy in 2020, marking an increase from the previous year. The share of DOOH was projected to amount to 42.93 percent in 2021, and to reach 50.89 percent in 2025.

In 2023, PC ads accounted for merely 2.8 percent of China's internet advertising market, reaching the lowest point. PC was the market pillar for online ads back in a decade ago, yet the rising smartphone usage has driven the shift from PC to mobile devices.