‘Global Ad Spend To Hit $745 Billion In 2022’

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Ad spend is set to grow by 9.2% this year, fueled by the rise in digital activity which is expected to account for over half (55.5%) at $408 billion.

According to the Dentsu Global Ad Spend Forecast, spend will reach $745 billion this year with China, Japan, Germany, the U.K. and the U.S. expected to be the top five markets. The fastest-growing markets are India, Russia, Canada and the U.S.

The biannual report is compiled from data across the agency network’s brands through December 2021 and provided by 59 markets covering EMEA, Asia Pacific and the Americas.

Earlier this month, The IPA Bellwether report forecast record levels of advertising spend across the U.K. too at 5.2% growth for the year.

The market is continuing to recover from the impact experienced by the pandemic which began in 2020, with 2021 recording a record growth of 17% reaching $682.5 billion.

This year, spend is even expected to exceed 2019 levels by 18.7% with digital investment set to grow by 14.8% this year, on top of the 29.1% growth experienced last year due to the rise in video, connected TV, programmatic and ecommerce demand. The increase should see digital double the investment in being made in television advertising (26.9%).

Linear TV ad spend will grow by 3.8% year-over-year to reach $198 billion, while out of home and cinema will experience growth having been some of the heaviest hit sectors due to social restrictions, with 12.8% and 23.4% growth respectively. Radio too will increase by 2% although newspaper and magazine spend will continue to recede.

The first quarter is predicted to grow year-over-year by 8.9% with events such as the Winter Olympics and Paralympics taking place in Beijing while further growth across Q2 (10.3%) and Q3 (10.7%) will be buoyed by the U.S. mid-term election spend. Growth will slow slightly to 9.2% at the end of the year driven by the FIFA World Cup in Qatar and the holiday season.

Ad spend is set to grow by 9.2% this year, fueled by the rise in digital activity which is expected to account for over half (55.5%) at $408 billion.

According to the Dentsu Global Ad Spend Forecast, spend will reach $745 billion this year with China, Japan, Germany, the U.K. and the U.S. expected to be the top five markets. The fastest-growing markets are India, Russia, Canada and the U.S.

The biannual report is compiled from data across the agency network’s brands through December 2021 and provided by 59 markets covering EMEA, Asia Pacific and the Americas.

Earlier this month, The IPA Bellwether report forecast record levels of advertising spend across the U.K. too at 5.2% growth for the year.

The market is continuing to recover from the impact experienced by the pandemic which began in 2020, with 2021 recording a record growth of 17% reaching $682.5 billion.

This year, spend is even expected to exceed 2019 levels by 18.7% with digital investment set to grow by 14.8% this year, on top of the 29.1% growth experienced last year due to the rise in video, connected TV, programmatic and ecommerce demand. The increase should see digital double the investment in being made in television advertising (26.9%).

Linear TV ad spend will grow by 3.8% year-over-year to reach $198 billion, while out of home and cinema will experience growth having been some of the heaviest hit sectors due to social restrictions, with 12.8% and 23.4% growth respectively. Radio too will increase by 2% although newspaper and magazine spend will continue to recede.

The first quarter is predicted to grow year-over-year by 8.9% with events such as the Winter Olympics and Paralympics taking place in Beijing while further growth across Q2 (10.3%) and Q3 (10.7%) will be buoyed by the U.S. mid-term election spend. Growth will slow slightly to 9.2% at the end of the year driven by the FIFA World Cup in Qatar and the holiday season.

Credit: Ad Week

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