Advertising & Marketing

The global advertising market experienced some fairly turbulent times between 2000 and 2010, seeing growth rates as high as 11.2 percent as well as lows reaching -9.5 percent during that time period. However, since 2011 the situation has stabilized, and advertising spending growth remained on average at roughly five percent. Yet 2020 brought the coronavirus outbreak and with it a high drop in ad spend of about four percent (though previous forecasts expected a nine percent drop). According to projections, by 2024 the industry will see expenditure growth return to around 7.6 percent.

Global advertising in 2022 Not surprisingly, the internet will be the largest advertising medium in 2024, accounting for a little over 65 percent of global ad expenditures that year. Television, which has been the undisputed favorite among advertisers, will be overtaken by digital media. Between 2022 and 2024 TV is forecast to gain only around seven billion U.S. dollars, while mobile internet is expected to gain 147 billion dollars in the same period. Most of major media are projected to have small gains in investments during the measured period, while newspapers and magazines are projected to lose by roughly three and two billion respectively.
All in all, North America will still be the most prominent region, with the U.S. poised to hold the crown for the largest advertising market in 2024. Canada and Mexico will take the second and third spots within the region, but on a global scale are not predicted to rank anywhere close to the top three markets. As a matter of fact, Asian countries, China and Japan will close the top three, making Asia the second leading region in terms of ad expenditures.

In a forecast of advertising spending growth worldwide it was found that between 2019 and 2022, the region predicted to have the highest growth is Eastern Europe and Central Asia with 6.8 percent. At the same time, ad spend in Japan is expected to grow by 2.8 percent in the presented period, while the MENA region will experience growth below one percent.

The Latin American expenditure is forecast to account for 2.48 percent of the global internet advertising spending in 2022. Moreover, the internet ad spending in North America is expected to contribute 47.37 percent in the same year.

In 2024, newspaper advertising spending is expected to account for 3.09 percent of all ad spending worldwide. Nevertheless, internet is projected to continue as the most favored advertising medium, accounting for about 65.13 percent of ad expenditures that year.

The statistic shows information on the marketing automation technology market size worldwide from 2017 to 2023. According to the source, global marketing automation tech revenue will grow from 11.4 billion U.S. dollars in 2017 to 25.1 billion in 2023

In early 2023, a survey was conducted on social media platforms usage by business-to-business and business-to-customer marketers worldwide. During the survey, 84 percent of responding B2B and 54 percent of B2C responding social media marketers stated they used LinkedIn to market their businesses.

As of March 2023, among the presented companies, the most funded artificial intelligence marketing-related start-up was Jasper, an AI-platform allowing companies and teams to scale their content strategies, with 131 million U.S. dollars. Synthesia, an AI video platform that generates content in different languages, followed with almost 67 million dollars in funding. Third came Anyword, an AI copywriting software, with around 30 million.

It is projected that Japan will be the third largest ad market in 2024, with a total advertising expenditure of nearly 60 billion U.S. dollars. The United States will remain on the throne with ad spend amounting to about 363 billion dollars, and China will take second place that year.

In 2022, digital retail media advertising spending worldwide increased by 11.3 percent. In the following six years, the spending is expected to keep growing but the growth will gradually slow down, to reach roughly six percent in 2028.