Advertising & Marketing

In 2025, advertising spending in the United States will amount to an estimated 455.9 billion U.S. dollars, making it the leading global ad market by that measure. China ranked second with a forecast ad expenditure of over 251 billion dollars, while the United Kingdom and Japan rounded out the top four with ad revenues of about 63 billion and 56 billion dollars, respectively.

According to another source's projections, Canada and the U.S. formed the world's highest-spending ad market as of 2024, followed by the Asia-Pacific (APAC) region and Western Europe. Behind the absolute values, however, lays a perhaps unexpected growth forecast. The estimates indicate that Latin America will be the fastest-growing ad market between 2024 and 2026, with its expenditure going from less than 26 billion to almost 30 billion dollars in the period – an increase of over 16 percent. For comparison, the U.S. and Canada combined and APAC were expected to grow between eight and nine percent during the same period.

Slightly more specific rankings, such as that of the leading global economies by digital ad spending, reveal predictable results and key differences. In 2024, the U.S. and China remained on top, and the UK placed third and well ahead of Japan, demonstrating the British market's remarkable focus on online strategies. The same applies to the list of countries by social media ad expenditure, showing that the UK spent an estimated two billion dollars more on that channel than Japan in 2023. The latter ranking also depicts a much tighter race between the U.S. and China for the top spot, with projected social media ad revenues of around 73 billion and 71 billion dollars, respectively.

The ad spending is forecast to experience significant growth in all segments in 2028. As part of the positive trend, the indicator reaches the maximum value for all four different segments at the end of the comparison period. Particularly noteworthy is the segment Search Advertising, which has the highest value of 417.39 billion U.S. dollars.

Find other insights concerning similar markets and segments, such as a comparison of share of revenue generated via desktop purchases in Vietnam and a comparison of revenue in the United Kingdom.

The Statista Market Insights cover a broad range of additional markets.

In 2023, the forecast for Facebook digital advertising revenues saw the Meta company generating 119 billion U.S. dollars by the end of the fiscal year. TikTok was projected to see its online advertising revenues hit 18 billion U.S. dollars. By comparison, LinkedIn advertising revenues were forecasted to reach approximately a third of that amount for 2023.

Comparing the 20 selected regions regarding the ad spending in the 'Social Media Advertising' segment of the digital advertising market, the United States is leading the ranking (72.3 billion U.S. dollars) and is followed by China with 71.4 billion U.S. dollars. At the other end of the spectrum is Thailand with 501.27 million U.S. dollars, indicating a difference of 71.8 billion U.S. dollars to the United States.

Find other insights concerning similar markets and segments, such as a ranking by country regarding revenue in the digital advertising market and a ranking by country regarding revenue in the banner advertising segment of the digital advertising market.

The Statista Market Insights cover a broad range of additional markets.

The global influencer marketing market size has more than tripled since 2020. In 2025, the market was estimated to reach a record of approximately 33 billion U.S. dollars. 

Influencer marketing is a form of social media marketing that involves product placements and endorsements from online creators. In today’s competitive marketing landscape, brands are collaborating with influencers more firmly than ever, as partnerships with well-known creators can open the door to large potential audiences. In 2024, influencer marketing spending in the United States was forecast to reach an all-time high of 7.1 billion U.S. dollars. Seeing that internet stars can boost brand visibility, drive engagement, and impact purchasing decisions for millions of users, it comes as no surprise that spending on influencer cooperation is expected to pick up even more speed in the future.

Marketers can choose from an ever-expanding list of social media platforms to bridge the gap between brands and consumers. According to a recent survey, Instagram remains the most popular platform for influencer marketing in the United States, and in 2025, the global Instagram influencer market size was estimated to surpass 22 billion dollars for the first time. Apart from the photo-sharing app, video-based platforms such as TikTok have become popular among brands and marketers. In the first half of 2024, the most successful brands earned over half a billion U.S. dollars in earned media value (EMV) with their TikTok influencer marketing campaigns.

In 2021, the market for artificial intelligence (AI) in marketing was estimated at 15.84 billion U.S. dollars. The source projected that the value would increase to more than 107.5 billion by 2028.

What is AI and who uses it? Artificial intelligence (AI) has become one of the most impactful digital innovations of the past few decades. The term refers to the ability of a computer or machine to mimic the competencies of the human mind, with the current ecosystem consisting of machine learning, robotics, artificial neural networks, and natural language processing. All of these features and algorithms are highly versatile and adaptable to the specific requirements of the user, explaining why they have become embedded into many different industries, ranging from telecommunications and financial services to healthcare and pharma. Overall, the global artificial intelligence market was valued at around 327 billion U.S. dollars in 2021.

AI at the marketing wheel AI is deeply embedded into the digital marketing landscape, and based on the latest reports, more than 80 percent of industry experts integrate some form of AI technology into their online marketing activities. This vast adaptation of artificial intelligence for marketing purposes is no surprise considering that its benefits include task automation, campaign personalization, and data analysis, to name but a few. When asked about marketers' main application areas of AI in a recent survey, roughly 50 percent of respondents from the U.S., Canada, the UK, and India mentioned ad targeting. Other popular activities they trusted AI with included personalizing content, optimizing e-mail send times, and calculating conversion probability.

In 2023, digital retail media advertising spending worldwide stood at nearly 135 billion U.S. dollars. The source projected that the value would increase to 170 billion by 2025. To compare, Amazon generated 46.9 billion dollars in ad sales worldwide in 2023.

The global marketing technology market size grew more than 31 percent in 2023 compared to the previous year. The figure stood at 508.9 billion U.S. dollars in 2022 and increased to almost 670 billion in 2023.