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.
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