Dentsu estimates global ad spending to grow at 9.2% to $745 billion in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2022, 1:56 AM GMT+0

Digital will account for 55.5% of the total ad spend to reach $408 billion, as per Dentsu’s Global Ad Spend Forecast, which includes 59 markets.

Worldwide ad spending is likely to reach $745 billion with a growth rate of 9.2% in 2022. China, Japan, Germany, the UK, and the US are projected to be the top five markets, while India, Russia, Canada, and the US, will be the fastest-growing markets.

The global YoY ad spend grew 17% to reach $682.5 billion in 2021. Additionally, ad spending in 2022 is predicted to increase 18.7% beyond 2019 levels, and digital investments are expected to grow 14.8%. Digital investments grew 29.1% in 2021, led by the exponential growth of video, connected TV, programmatic, and ecommerce.

While ad spends on out-of-home and cinema are expected to grow by 12.8% and 23.4%, respectively, linear TV will climb by 3.8% YoY to $198 billion. With events like the Winter Olympics and Paralympics taking place in Beijing, Q1 YOY growth will be 8.9%. Dentsu’s global CEO for media and global clients, Peter Huijboom, predicts a "strong" recovery from the pandemic in early 2022.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

Read the original article

[2 minute read]

Explore more data & articles