Worldwide Ad Spending: The eMarketer Forecast for 2017 - eMarketer
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Worldwide Ad Spending: The eMarketer Forecast for 2017

eMarketer Report

By: eMarketer

Published: April 12, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Paid media advertising outlays worldwide will increase 7.3% in 2017 to $583.91 billion. Growth will be roughly on par with previous estimates, and spending will rise at a steady pace throughout the forecast period, driven by increased investments in digital and mobile ads.

  • Positive gains in media ad spending are expected across all regions but will vary widely, with Western Europe growing the slowest and Asia-Pacific and Latin America the fastest.
  • After a strong 2016 which featured the Rio Summer Olympics and US presidential election, annual growth in global ad spending is expected to remain solid—hovering between 5.0% and 7.7% throughout the forecast.
  • Worldwide digital ad spending will reach $223.74 billion in 2017 and represent 38.3% of total paid media outlays. The format is expected to see double-digit growth through at least 2020, eMarketer estimates.
  • Mobile advertising will drive digital ad spending over the forecast period. This year, mobile will account for 63.3% of digital and 24.3% of total media ad spending. By 2021, it will grow to a 77.1% share of digital and 37.1% of total media ad investments.

"Ad spending on all measured media is expected to reach $583.91 billion this year, a 7.3% gain from 2016. Total media ad spend will enjoy healthy growth throughout the forecast, being fueled by increased spending toward digital formats, specifically mobile."

Table of Contents

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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8 charts are included in the full report:

Worldwide Ad Spending: The eMarketer Forecast for 2017

Total Media Ad Spending Worldwide, 2015-2021 (billions and % change)

Worldwide Ad Spending Overview

Total Media Ad Spending Worldwide, by Region, 2015-2021 (billions and % change)

Asia-Pacific

Digital Ad Spending in Asia-Pacific, by Country, 2015-2021 (billions)

Central and Eastern Europe

Total Media, Digital and Mobile Ad Spending in Central & Eastern Europe, by Country, 2015-2021 (billions)

Latin America

Total Media, Digital and Mobile Ad Spending in Latin America, by Country, 2015-2021 (billions)

The Middle East and Africa

Digital Ad Spending in the Middle East & Africa, 2015-2021 (billions, % change and % of total media ad spending*)

North America

Total Media, Digital and Mobile Ad Spending in North America, by Country, 2015-2021 (billions)

Western Europe

Digital Ad Spending in Western Europe, by Country, 2016-2021 (billions)