Advertising spending worldwide 2019-2028

In 2024, global advertising spending will reach an estimated 917 billion U.S. dollars, up from 845 billion dollars a year earlier. That represents a year-over-year (YoY) growth of approximately 8.5 percent. The annual value was projected to continue to expand, surpassing 1.17 trillion dollars by 2028.

World's top advertising channels

According to another source's forecasts, the internet alone attracted seven out of 10 ad dollars worldwide in 2024, solidifying digital channels' relevance for the industry. The rest of the top three global ad media included TV and outdoor displays, which collectively accounted for little more than 20 percent of the market. However, the out-of-home (OOH) segment was expected to be the world's fastest-growing ad medium that year, and the only one with a double-digit increase rate.

Leading countries and media companies

In 2023, Alphabet concentrated around one-quarter of global ad revenues. Meta, Amazon, Alibaba, and TikTok followed , revealing that five big techs held most of the world's ad revenues. Meanwhile, the United States came in first on the ranking of economies by ad spending in 2024. It stood far ahead of the second place, China, and both left the United Kingdom and Japan nearly tied for the third place.