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Ad spending in the Advertising market worldwide is forecasted to reach US$1.09tn in 2024.
The largest market is TV & Video Advertising with a market volume of US$339.30bn in 2024.
When considering global figures, the United States leads with ad spending projected at US$425.90bn in 2024.
In the Advertising market, 81% of total ad spending will come from digital sources in 2030.
The average ad spending per capita in the In-App Advertising market is expected to be US$45.45 in 2024.
By 2030, Advertising market of 86% revenue will be generated through programmatic advertising.
In the worldwide Advertising market, digital platforms like Facebook and Google dominate ad spending, reshaping traditional media landscapes globally.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Worldwide is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Worldwide are increasingly gravitating towards digital advertising channels, such as social media, online videos, and mobile ads. This shift can be attributed to the widespread adoption of smartphones and internet connectivity, which has resulted in a higher level of engagement with digital content. Additionally, customers are seeking personalized and targeted advertising messages that resonate with their specific needs and interests. This has led to the rise of programmatic advertising, which uses data analytics and algorithms to deliver tailored advertisements to individual consumers.

Trends in the market: One of the key trends in the Advertising market in Worldwide is the growing importance of influencer marketing. Influencers, who have a large following on social media platforms, are being leveraged by brands to promote their products or services. This strategy has proven to be effective in reaching younger audiences who are more likely to trust recommendations from influencers. As a result, brands are allocating a significant portion of their advertising budgets towards influencer marketing campaigns. Another trend in the market is the increasing demand for native advertising. Native ads seamlessly blend into the content of a website or platform, providing a non-disruptive and more engaging advertising experience for customers. This form of advertising is particularly popular in the online publishing industry, where publishers are looking for alternative revenue streams amidst declining ad revenues.

Local special circumstances: In different countries and regions, there are unique local circumstances that impact the Advertising market. For example, in emerging markets, such as Brazil and India, there is a growing middle class with increasing purchasing power. This presents a significant opportunity for advertisers to target these consumers with relevant and persuasive advertising messages. Additionally, in countries with stringent regulations on traditional advertising, such as China, advertisers are turning to innovative forms of advertising, such as product placements in movies and TV shows, to reach their target audience.

Underlying macroeconomic factors: The Advertising market in Worldwide is also influenced by underlying macroeconomic factors. For instance, during periods of economic growth, businesses tend to increase their advertising spend to capitalize on the favorable market conditions and gain a competitive edge. Conversely, during economic downturns, businesses may reduce their advertising budgets as a cost-saving measure. Additionally, changes in consumer confidence and disposable income levels can impact the demand for advertising services. In conclusion, the Advertising market in Worldwide is witnessing significant growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the digital landscape and leveraging influencer marketing and native advertising to reach their target audience. Furthermore, unique local circumstances and macroeconomic factors play a crucial role in shaping the advertising landscape in different countries and regions.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.