The advertising industry is highly dependent on the media for ad placement and the creatives for material production. Consumer use of media plays a role in determining the extent of advertising expenditures – in countries where the print is being substituted by all things digital, newspaper advertising spending will suffer while the internet will command a larger share of investments.
However, the generally observed trend is that internet ad spend has already overtaken other media, leaving even TV advertising behind. According to market projections, internet will continue to command larger shares of investments, a trend which was consolidated by changes in consumer behavior after the coronavirus pandemic.
Change in advertising spending worldwide from 2020 to 2028
Further details: Visit original statistic Change in advertising spending worldwide from 2020 to 2028
Advertising often varies by market maturity which directly affects the growth rates – developing markets will experience larger ad spend growth than those which are already saturated. North America is an example of a mature market, with ad investment growth projected at around five percent by 2023. On the other hand, the LATAM and MENA regions show the highest potential to develop in the coming years, at an impressive rate of roughly nine percent.
Advertising market worldwideDigital advertising spending worldwide from 2018 to 2028, by format (in billion U.S. dollars)
Further details: Visit original statistic Digital advertising spending worldwide from 2018 to 2028, by format (in billion U.S. dollars)
Globally, digital advertising accounts for more than half of ad expenditures and is on a steady path toward future growth. The pandemic dip at the beginning of the decade is on its way to becoming a long-gone memory - with search, social media, and video now enjoying their status as dominant formats and symbolizing the future of advertising, leaving traditional methods behind.
Online advertising metricsDigital retail media advertising spending worldwide from 2018 to 2028 (in billion U.S. dollars)
Further details: Visit original statistic Digital retail media advertising spending worldwide from 2018 to 2028 (in billion U.S. dollars)
Digital retail media has become the hottest new kid on the block and will increasingly attract more ad dollars. This type of promotion refers to advertisements placed on retail websites, apps, or marketplaces - reaching consumers at the exact moment they are interested in buying a product. Therefore, amid the rapid rise of e-commerce, the current economic uncertainty, and the disappearance of third-party cookies, retail media has been growing into an essential tool for brands.
Digital retail media advertising worldwideWPP's billings worldwide from 2010 to 2023 (in billion GBP)
Further details: Visit original statistic WPP's billings worldwide from 2010 to 2023 (in billion GBP)
WPP, headquartered in London, has been on the advertising industry stage since 1971. The company became one of the 'top dogs' among global ad agencies based on revenue alone, and generated around 50 billion British pounds (approximately 57 billion U.S. dollars) in annual billings since 2016. WPP also boasts an impressive market cap of roughly 17.5 billion U.S. dollars.
Advertising agencies
Advertising data on Statista’s platform consists of figures on advertising spending, revenues, and advertising effectiveness. Spending statistics include overall ad spending, as well as data split by media type. Information on ad campaign reach (local and national) and ad revenue figures for online and offline media are also available. In addition, this section provides survey data on advertising perception and consumption, along with consumer responses to promotional activities of brands and companies.
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