Advertising - Worldwide

  • Worldwide
  • Ad spending in the Advertising market worldwide is forecasted to reach €995.30bn in 2024.
  • The largest market is TV & Video Advertising with a market volume of €308.60bn in 2024.
  • When considering global figures, the United States leads with ad spending projected at €386.10bn in 2024.
  • In the Advertising market, 78.55% of total ad spending will come from digital sources in 2029.
  • The average ad spending per capita in the In-App Advertising market is expected to be €41.61 in 2024.
  • By 2029, Advertising market of 84.92% 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.

Key regions: United States, China, Europe, Asia, Japan

Comparación de regiones

Analyst Opinion

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). 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.


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).

Visión general

  • Ad Spending
  • Analyst Opinion
  • Reach
  • Global Comparison
  • Methodology
  • Key Market Indicators
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