Worldwide Ad Spending: The eMarketer Forecast for 2016 - eMarketer
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eMarketer Report

Worldwide Ad Spending: The eMarketer Forecast for 2016

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Executive Summary

Global advertising expenditures will rise 5.7% in 2016 to $542.55 billion. Although growth will not be as strong as originally expected, it will continue at a healthy pace throughout the forecast period, fueled by increased digital and mobile ad investments from advertisers worldwide. Positive growth is predicted for all regions but will vary widely, with Central and Eastern Europe seeing the slowest growth and Latin America experiencing the fastest.

  • Annual gains in worldwide ad spending will hover around 6% throughout the forecast period. Spending in 2016 will be boosted by advertising surrounding the Rio Summer Olympics in Brazil and the US presidential election.
  • Digital ad outlays will top $186 billion in 2016, making up 34.4% of total ad spend. Digital’s share will grow through 2020, when nearly 45% of all spending will go to digital and mobile channels.
  • Mobile ad spending will drive digital media’s growth. In 2016, mobile investment will account for nearly 55% of digital and almost 19% of total ad spending. By 2020, its share will climb to 71.4% of digital and 31.8% of total media ad expenditures.
  • eMarketer has lowered its estimates for worldwide ad spending for the entire forecast period to reflect lower-than-expected growth in Asia-Pacific, Central and Eastern Europe, Latin America and North America. Furthermore, as a result of restating exchange rates to reflect 2015 average rates, many of the world’s currencies have depreciated against the strong US dollar. This has led to lower ad spending figures for most countries included in this forecast.

"Advertisers worldwide will collectively dedicate $542.55 billion toward paid media this year, up 5.7% from 2015. Total media ad spending will rise at a healthy pace, fueled by increased spending in digital formats, particularly mobile."

Worldwide Ad Spending Overview

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Asia-Pacific

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Central and Eastern Europe

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Latin America

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The Middle East and Africa

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North America

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Western Europe

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Complete eMarketer Forecast

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175 charts are included in the full report:

Worldwide Ad Spending: The eMarketer Forecast for 2016

Total Media Ad Spending Worldwide, 2014-2020 (billions and % change)

Worldwide Ad Spending Overview

Total Media Ad Spending Worldwide, by Region, 2014-2020 (billions and % change)

Asia-Pacific

Digital Ad Spending in Asia-Pacific, by Country, 2014-2020 (billions)

Central and Eastern Europe

Total Media, Digital and Mobile Internet Ad Spending in Central & Eastern Europe, by Country, 2014-2020 (billions)

Latin America

Total Media, Digital and Mobile Internet Ad Spending in Latin America, by Country, 2014-2020 (billions)

The Middle East and Africa

Digital Ad Spending in the Middle East & Africa, 2014-2020 (billions, % change and % of total media ad spending*)

North America

Total Media, Digital and Mobile Internet Ad Spending in North America, by Country, 2014-2020 (billions)

Western Europe

Digital Ad Spending in Western Europe, by Country, 2014-2020 (billions)

Complete eMarketer Forecast

Total Media Ad Spending Worldwide, 2014-2020 (billions and % change)

Total Media Ad Spending Worldwide, by Region, 2014-2020 (billions and % change)

Total Media Ad Spending Share Worldwide, by Region, 2014-2020 (% of total)

Total Media Ad Spending per Person Worldwide, by Region, 2014-2019

Total Media Ad Spending Worldwide, by Country, 2014-2020 (billions)

Total Media Ad Spending Growth Worldwide, by Country, 2014-2020 (% change)

Total Media Ad Spending Share Worldwide, by Country, 2014-2020 (% of total)

Total Media Ad Spending per Person Worldwide, by Country, 2014-2019

Top 20 Countries, Ranked by Total Media Ad Spending per Person and Digital Ad Spending per Internet User, 2016

Digital Ad Spending

Digital Ad Spending Worldwide, 2014-2020 (billions, % change and % of total media ad spending)

Digital Ad Spending Worldwide, by Region, 2014-2020 (billions and % change)

Digital Ad Spending Share Worldwide, by Region, 2014-2020 (% of total)

Digital Ad Spending as a Percent of Total Media Ad Spending Worldwide, by Region, 2014-2020

Digital Ad Spending per Internet User Worldwide, by Region, 2014-2019

Digital Ad Spending Worldwide, by Country, 2014-2020 (billions)

Digital Ad Spending Growth Worldwide, by Country, 2014-2020 (% change)

Digital Ad Spending Share of Total Media Ad Spending Worldwide, by Country, 2014-2020 (% of total media ad spending)

Digital Ad Spending Share Worldwide, by Country, 2014-2020 (% of total)

Digital Ad Spending per Internet User Worldwide, by Country, 2014-2019

Digital Ad Spending Worldwide, by Format, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in Asia-Pacific, by Format, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in Central & Eastern Europe, by Format, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in Latin America, by Format, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in the Middle East & Africa, by Format, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in North America, by Format, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in Western Europe, by Format, 2014-2020 (billions, % change and % of total)

Mobile Internet Ad Spending

Mobile Internet Ad Spending Worldwide, 2014-2020

Mobile Internet Ad Spending Worldwide, by Region, 2014-2020 (billions and % change)

Mobile Internet Ad Spending Share Worldwide, by Region, 2014-2020 (% of digital ad spending and % of total media ad spending)

Mobile Internet Ad Spending Share Worldwide, by Region, 2014-2020 (% of total)

Mobile Internet Ad Spending Worldwide, by Country, 2015-2020 (millions)

Mobile Internet Ad Spending Growth Worldwide, by Country, 2014-2020 (% change)

Mobile Internet Ad Spending Share Worldwide, by Country, 2014-2020 (% of total)

Mobile Internet Ad Spending Share of Total Digital Ad Spending Worldwide, by Country, 2014-2020 (% of total digital ad spending)

Mobile Internet Ad Spending Share of Total Media Ad Spending Worldwide, by Country, 2014-2020 (% of total media ad spending)

Total Digital and Mobile Internet Ad Spending, by Region and Country

Total Media Ad Spending in Asia-Pacific, by Country, 2014-2020 (billions)

Digital Ad Spending in Asia-Pacific, by Country, 2014-2020 (billions)

Mobile Internet Ad Spending in Asia-Pacific, by Country, 2014-2020 (billions)

Total Media, Digital and Mobile Internet Ad Spending in Central & Eastern Europe, by Country, 2014-2020 (billions)

Total Media, Digital and Mobile Internet Ad Spending in Latin America, by Country, 2014-2020 (billions)

Digital Ad Spending in the Middle East & Africa, 2014-2020 (billions, % change and % of total media ad spending*)

Total Media, Digital and Mobile Internet Ad Spending in North America, by Country, 2014-2020 (billions)

Total Media Ad Spending in Western Europe, by Country, 2014-2020 (billions)

Digital Ad Spending in Western Europe, by Country, 2014-2020 (billions)

Mobile Internet Ad Spending in Western Europe, by Country, 2014-2020 (billions)

Net Digital Ad Revenues Worldwide, by Company

Net Digital Ad Revenues Worldwide, by Company, 2014-2016 (billions)

Net Digital Ad Revenue Growth Worldwide, by Company, 2014-2016 (% change)

Net Digital Ad Revenue Share Worldwide, by Company, 2014-2016 (% of total and billions)

Net Mobile Internet Ad Revenues Worldwide, by Company, 2014-2016 (billions)

Net Mobile Internet Ad Revenue Growth Worldwide, by Company, 2014-2016 (% change)

Net Mobile Internet Ad Revenue Share Worldwide, by Company, 2014-2016 (% of total and billions)

Search Ad Spending Worldwide, 2014-2020 (billions and % change)

Net Search Ad Revenues Worldwide, by Company, 2014-2016 (billions, % change and % of total)

Net Display Ad Revenues Worldwide, by Company, 2014-2016 (billions, % change and % of total)

Australia Ad Spending Forecasts

Total Media Ad Spending in Australia, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in Australia, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Australia, by Media, 2014-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in Australia, 2014-2020

Digital Ad Spending in Australia, by Format, 2014-2020 (billions, % change and % of total)

Brazil Ad Spending Forecasts

Total Media Ad Spending in Brazil, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in Brazil, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Brazil, by Media, 2014-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in Brazil, 2014-2020

Digital Ad Spending in Brazil, by Format, 2014-2020 (billions, % change and % of total)

Canada Ad Spending Forecasts

Total Media Ad Spending in Canada, 2014-2020 (billions of C$ and % change)

Total Media Ad Spending in Canada, by Media, 2015-2020 (billions of C$)

Total Media Ad Spending Growth in Canada, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Canada, by Media, 2014-2020 (% of total)

Digital Ad Spending in Canada, 2014-2020 (billions of C$ and % change)

Digital Ad Spending in Canada, by Device, 2014-2020 (billions of C$, % change and % of total)

Digital Ad Spending Share in Canada, by Format, 2014-2020 (% of total)

Mobile Ad Spending in Canada, 2014-2020 (billions of C$ and % change)

Mobile Ad Spending in Canada, by Format, 2015-2020 (millions of C$)

Mobile Ad Spending Growth in Canada, by Format, 2014-2020 (% change)

Mobile Ad Spending Share in Canada, by Format, 2014-2020 (% of digital ad spending in each format)

Mobile Ad Spending Share in Canada, by Format, 2014-2020 (% of total)

China Ad Spending Forecasts

Total Media Ad Spending in China, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in China, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in China, by Media, 2014-2020 (% of total)

Digital Ad Spending in China, by Device, 2014-2020 (billions, % change and % of total)

Digital Ad Spending in China, by Format, 2014-2020 (billions, % change and % of total digital ad spending)

Mobile Internet Ad Spending in China, 2014-2020

Mobile Internet Ad Spending in China, by Format, 2014-2020 (billions, % change and % of total mobile internet ad spending)

Digital and Mobile Video Ad Spending in China, 2014-2020

Net Digital Ad Revenues in China, by Company, 2014-2017 (billions)

Net Digital Ad Revenue Growth in China, by Company, 2014-2017 (% change)

Net Digital Ad Revenue Share in China, by Company, 2014-2017 (% of total)

Net Mobile Internet Ad Revenues in China, by Company, 2014-2017

France Ad Spending Forecasts

Total Media Ad Spending in France, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in France, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in France, by Media, 2014-2020 (% of total)

Digital Ad Spending in France, by Format, 2014-2020 (billions, % change and % of total)

Germany Ad Spending Forecasts

Total Media Ad Spending in Germany, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in Germany, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Germany, by Media, 2014-2020 (% of total)

Digital Ad Spending in Germany, by Format, 2014-2020 (billions, % change and % of total)

India Ad Spending Forecasts

Total Media Ad Spending in India, by Media, 2015-2020 (millions)

Total Media Ad Spending Growth in India, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in India, by Media, 2014-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in India, 2015-2020

Digital Ad Spending in India, by Format, 2014-2020 (millions, % change and % of total)

Indonesia Ad Spending Forecasts

Total Media Ad Spending in Indonesia, by Media, 2015-2020 (millions)

Total Media Ad Spending Growth in Indonesia, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Indonesia, by Media, 2014-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in Indonesia, 2014-2020

Digital Ad Spending in Indonesia, by Format, 2014-2020 (millions, % change and % of total)

Japan Ad Spending Forecasts

Total Media Ad Spending in Japan, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in Japan, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Japan, by Media, 2014-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in Japan, 2014-2020

Digital Ad Spending in Japan, by Format, 2014-2020 (billions, % change and % of total)

Mexico Ad Spending Forecasts

Total Media Ad Spending in Mexico, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in Mexico, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Mexico, by Media, 2014-2020 (% of total)

Digital Ad Spending in Mexico, by Device, 2014-2020 (millions)

Total Media, Digital and Mobile Internet Ad Spending in Mexico, 2014-2020

Digital Ad Spending in Mexico, by Format, 2015-2020 (millions, % change and % of total)

Spain Ad Spending Forecasts

Total Media Ad Spending in Spain, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in Spain, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in Spain, by Media, 2014-2020 (% of total)

Digital Ad Spending in Spain, by Format, 2015-2020 (millions, % change and % of total)

South Korea Ad Spending Forecasts

Total Media Ad Spending in South Korea, by Media, 2014-2020 (billions)

Total Media Ad Spending Growth in South Korea, by Media, 2014-2020 (% change)

Total Media Ad Spending Share in South Korea, by Media, 2014-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in South Korea, 2014-2020

Digital Ad Spending in South Korea, by Format, 2014-2020 (billions, % change and % of total)

UK Ad Spending Forecasts

UK Total Media Ad Spending, 2014-2020 (billions of £ and % change)

UK Total Media Ad Spending, by Media, 2015-2020 (millions of £ and % change)

UK Total Media Ad Spending Share, by Media, 2014-2020 (% of total)

UK Digital Ad Spending, by Format, 2014-2020 (millions of £, % change and % of total)

UK Digital Ad Spending per Internet User, 2014-2020 (in £)

UK Digital Ad Spending, by Device and Format, 2014-2020 (millions of £)

UK Mobile Ad Spending, 2014-2020

UK Mobile Ad Spending, by Format, 2015-2020 (millions of £, % change and % of total)

UK Social Network Ad Spending, 2014-2018 (millions of £, % change and % of digital ad spending)

UK Social Network Ad Spending per Social Network User, 2014-2018 (in £)

Google Net UK Ad Revenues, by Format, 2014-2018

UK Facebook Revenues, by Source, 2014-2018 (millions of £, % change and % of total)

UK Facebook Ad Revenue Share, 2014-2018

UK Twitter Revenues, by Source, 2014-2018 (millions of £, % change and % of total)

UK Twitter Ad Revenue Share, 2014-2018

UK Digital Ad Revenues at Google, Facebook and Twitter, 2014-2018 (millions of £, % change and % of digital ad spending)

UK Display Ad Revenues at Google, Facebook and Twitter, 2014-2018 (millions of £, % change and % of display ad spending)

Select Individual Country Forecasts

Total Media, Digital and Mobile Internet Ad Spending in Argentina, 2015-2020

Digital Ad Spending in Argentina, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Chile, 2015-2020

Digital Ad Spending in Chile, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Colombia, 2015-2020

Digital Ad Spending in Colombia, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Denmark, 2014-2020

Digital Ad Spending in Denmark, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Finland, 2014-2020

Digital Ad Spending in Finland, by Format, 2014-2020 (millions, % change and % of total)

Digital Ad Spending in Italy, by Format, 2015-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Netherlands, 2014-2020

Digital Ad Spending in the Netherlands, by Format, 2015-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in New Zealand, 2014-2020

Digital Ad Spending in New Zealand, by Format, 2014-2020 (millions, % change and % of total)

Digital Ad Spending in Norway, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Peru, 2014-2020

Digital Ad Spending in Peru, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Russia, 2014-2020

Digital Ad Spending in Russia, by Format, 2014-2020 (billions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Sweden, 2014-2020

Digital Ad Spending in Sweden, by Format, 2014-2020 (millions, % change and % of total)

Total Media, Digital and Mobile Internet Ad Spending in Thailand, 2014-2020

Digital Ad Spending in Thailand, by Format, 2014-2020 (millions, % change and % of total)