Worldwide Ad Spending: eMarketer's Updated Estimates and Forecast for 2015–2020 - eMarketer
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Worldwide Ad Spending: eMarketer's Updated Estimates and Forecast for 2015–2020

eMarketer Report

By: eMarketer

Published: October 27, 2016

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

Executive Summary

Global ad spending is projected to rise faster than previously expected, growing 7.2% in 2016 to $550.51 billion, eMarketer predicts. The lift is largely due to increased digital advertising activity, as well as greater spending related to the US presidential election and the Summer Olympics in Rio.

  • Ad spending growth will hover between 5% and 9% each year of the forecast, with total spending climbing to $724.06 billion in 2020. Strong demand for digital advertising, particularly mobile, will be the main driver of spending increases.
  • The top five advertising markets worldwide—the US, China, Japan, UK and Germany—will continue to dominate in 2016 and the following forecast years. The US will lead with nearly $196 billion in total media ad spending this year—nearly 36% of the global total.
  • Digital ad spending (including mobile) will increase by 20.3% to reach $194.60 billion in 2016, making up 35.3% of total media ad spending. By 2020, spending will top $335 billion and represent over 46% of total media ad investment.
  • Mobile internet ad spending will drive digital media’s gains throughout the forecast period. In 2016, mobile will for the first time account for more than half of digital ad investment and almost 20% of total ad spending. By 2020, mobile’s share will climb to 73.7% of digital and 34.2% of total media ad investment.

"The global digital ad market is on track to climb 20.3% this year to $194.60 billion. Mobile internet ad spending, in particular, will fuel this growth, rising 51.7% to $109 billion, or more than 55% of digital ad investment."

Table of Contents

Worldwide Ad Spending Overview

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Complete Forecast

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194 charts are included in the full report:

Worldwide Ad Spending: eMarketer’s Updated Estimates and Forecast for 2015–2020

Digital Ad Spending Worldwide, 2015-2020 (billions, % change and % of total media ad spending)

Worldwide Ad Spending Overview

Total Media Ad Spending Worldwide, by Region, 2015-2020 (billions and % change)

Worldwide Digital Ad Spending

Digital Ad Spending Worldwide, 2015-2020 (billions, % change and % of total media ad spending)

Worldwide Mobile Internet Ad Spending

Mobile Internet Ad Spending Worldwide, 2015-2020

Complete Forecast

Total Media Ad Spending Worldwide, 2015-2020 (billions and % change)

Total Media Ad Spending Worldwide, by Region, 2015-2020 (billions and % change)

Total Media Ad Spending Share Worldwide, by Region, 2015-2020 (% of total)

Total Media Ad Spending per Person Worldwide, by Region, 2015-2020

Total Media Ad Spending Worldwide, by Country, 2015-2020 (billions)

Total Media Ad Spending Growth Worldwide, by Country, 2015-2020 (% change)

Total Media Ad Spending Share Worldwide, by Country, 2015-2020 (% of total)

Total Media Ad Spending per Person Worldwide, by Country, 2015-2020

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, 2015-2020 (billions, % change and % of total media ad spending)

Digital Ad Spending Worldwide, by Region, 2015-2020 (billions and % change)

Digital Ad Spending Share Worldwide, by Region, 2015-2020 (% of total)

Digital Ad Spending as a Percent of Total Media Ad Spending Worldwide, by Region, 2015-2020

Digital Ad Spending per Internet User Worldwide, by Region, 2015-2020

Digital Ad Spending Worldwide, by Country, 2015-2020 (billions)

Digital Ad Spending Growth Worldwide, by Country, 2015-2020 (% change)

Digital Ad Spending Share of Total Media Ad Spending Worldwide, by Country, 2015-2020 (% of total media ad spending)

Digital Ad Spending Share Worldwide, by Country, 2015-2020 (% of total)

Digital Ad Spending per Internet User Worldwide, by Country, 2015-2020

Digital Ad Spending Worldwide, by Format, 2015-2020 (billions, % change and % of total)

Search Ad Spending Worldwide, 2015-2020 (billions and % change)

Digital Ad Spending in Asia-Pacific, by Format, 2015-2020 (billions, % change and % of total)

Digital Ad Spending in Central & Eastern Europe, by Format, 2015-2020 (billions, % change and % of total)

Digital Ad Spending in Latin America, by Format, 2015-2020 (billions, % change and % of total)

Digital Ad Spending in the Middle East & Africa, by Format, 2015-2020 (billions, % change and % of total)

Digital Ad Spending in North America, by Format, 2015-2020 (billions, % change and % of total)

Digital Ad Spending in Western Europe, by Format, 2015-2020 (billions, % change and % of total)

Mobile Internet Ad Spending

Mobile Internet Ad Spending Worldwide, 2015-2020

Mobile Internet Ad Spending Worldwide, by Region, 2015-2020

Mobile Internet Ad Spending Share Worldwide, by Region, 2015-2020 (% of digital ad spending and % of total media ad spending)

Mobile Internet Ad Spending Share Worldwide, by Region, 2015-2020 (% of total)

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

Mobile Internet Ad Spending Growth Worldwide, by Country, 2015-2020 (% change)

Mobile Internet Ad Spending Share Worldwide, by Country, 2015-2020 (% of total)

Mobile Internet Ad Spending Share of Total Digital Ad Spending Worldwide, by Country, 2015-2020 (% of total digital ad spending)

Mobile Internet Ad Spending Share of Total Media Ad Spending Worldwide, by Country, 2015-2020 (% 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, 2015-2020 (billions)

Digital Ad Spending in Asia-Pacific, by Country, 2015-2020 (billions)

Digital Ad Spending Share and Growth in Asia-Pacific, by Country, 2015-2020

Mobile Internet Ad Spending in Asia-Pacific, by Country, 2015-2020 (billions)

Total Media, Digital and Mobile Internet Ad Spending in Central & Eastern Europe, by Country, 2015-2020 (billions)

Total Media, Digital and Mobile Internet Ad Spending in Latin America, by Country, 2015-2020 (billions)

Digital Ad Spending in the Middle East & Africa, 2015-2020 (billions, % change and % of total media ad spending*)

Total Media, Digital and Mobile Internet Ad Spending in North America, by Country, 2015-2020 (billions)

Total Media Ad Spending in Western Europe, by Country, 2015-2020 (billions)

Digital Ad Spending in Western Europe, by Country, 2015-2020 (billions)

Mobile Internet Ad Spending in Western Europe, by Country, 2015-2020 (billions)

Net Digital Ad Revenues Worldwide, by Company

Net Digital Ad Revenues Worldwide, by Company, 2015-2018 (billions)

Net Digital Ad Revenue Share Worldwide, by Company, 2015-2018 (% of total and billions)

Net Mobile Internet Ad Revenues Worldwide, by Company, 2015-2018 (billions)

Net Mobile Internet Ad Revenue Growth Worldwide, by Company, 2015-2018 (% change)

Net Mobile Internet Ad Revenue Share Worldwide, by Company, 2015-2018 (% of total and billions)

Net Search Ad Revenues Worldwide, by Company, 2015-2018 (billions)

Net Search Ad Revenue Growth Worldwide, by Company, 2015-2018 (% change)

Net Search Ad Revenue Share Worldwide, by Company, 2015-2018 (% of total and billions)

Net Display Ad Revenues Worldwide, by Company, 2015-2018 (billions)

Net Display Ad Revenue Growth Worldwide, by Company, 2015-2018 (% change)

Net Display Ad Revenue Share Worldwide, by Company, 2015-2018 (% of total and billions)

Net Search Ad Revenues Worldwide, by Company, 2015-2018 (billions, % change and % of total)

Net Display Ad Revenues Worldwide, by Company, 2015-2018 (billions, % change and % of total)

Australia Ad Spending Forecasts

Total Media Ad Spending in Australia, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in Australia, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Australia, by Media, 2015-2020 (% of total)

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

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

Brazil Ad Spending Forecasts

Total Media Ad Spending in Brazil, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in Brazil, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Brazil, by Media, 2015-2020 (% of total)

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

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

Canada Ad Spending Forecasts

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

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

Total Media Ad Spending Share in Canada, by Media, 2015-2020 (% of total)

Total Media Ad Spending Growth in Canada, by Media, 2015-2020 (% change)

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

Digital Ad Spending in Canada, by Device, 2015-2020 (billions of C$, % change and % of total)

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

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

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, 2015-2020 (billions)

Total Media Ad Spending Growth in China, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in China, by Media, 2015-2020 (% of total)

Digital Ad Spending in China, by Device, 2015-2020 (billions, % change and % of total)

Digital Ad Spending in China, by Format, 2015-2020 (billions, % change and % of total digital ad spending)

Mobile Internet Ad Spending in China, 2015-2020

Mobile Internet Ad Spending in China, by Format, 2015-2020 (billions, % change and % of total mobile internet ad spending)

Digital and Mobile Video Ad Spending in China, 2015-2020

Net Digital Ad Revenues in China, by Company, 2015-2018 (billions)

Net Digital Ad Revenue Growth in China, by Company, 2015-2018 (% change)

Net Digital Ad Revenue Share in China, by Company, 2015-2018 (% of total)

Net Digital Ad Revenue Share in China, by Company, 2015-2018 (% of total)

Net Mobile Internet Ad Revenues in China, by Company, 2015-2018

Net Mobile Internet Ad Revenue Share in China, by Company, 2015-2018 (% of total)

France Ad Spending Forecasts

Total Media Ad Spending in France, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in France, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in France, by Media, 2015-2020 (% of total)

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

Mobile Internet Ad Spending in France, by Format, 2015-2020 (millions, % change and % of total)

Germany Ad Spending Forecasts

Total Media Ad Spending in Germany, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in Germany, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Germany, by Media, 2015-2020 (% of total)

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

Mobile Internet Ad Spending in Germany, by Format, 2015-2020 (millions, % change and % of total)

India Ad Spending Forecasts

Total Media Ad Spending in India, by Media, 2015-2019 (millions)

Total Media Ad Spending Growth in India, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in India, by Media, 2015-2020 (% of total)

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

Digital Ad Spending in India, by Format, 2015-2020 (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, 2015-2020 (% change)

Total Media Ad Spending Share in Indonesia, by Media, 2015-2020 (% of total)

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

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

Japan Ad Spending Forecasts

Total Media Ad Spending in Japan, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in Japan, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Japan, by Media, 2015-2020 (% of total)

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

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

Mexico Ad Spending Forecasts

Total Media Ad Spending in Mexico, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in Mexico, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Mexico, by Media, 2015-2020 (% of total)

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

Digital Ad Spending in Mexico, by Device, 2015-2020 (millions)

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, 2015-2020 (billions)

Total Media Ad Spending Growth in Spain, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Spain, by Media, 2015-2020 (% 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, 2015-2020 (billions)

Total Media Ad Spending Growth in South Korea, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in South Korea, by Media, 2015-2020 (% of total)

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

Digital Ad Spending in South Korea, by Format, 2015-2020 (billions, % change and % of total)

UK Ad Spending Forecasts

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

UK Total Media Ad Spending, by Media, 2015-2020

UK Total Media Ad Spending Share, by Media, 2015-2020 (% of total)

UK Digital Ad Spending per Internet User, 2015-2020 (in £)

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

UK Digital Ad Spending, by Device and Format, 2015-2020 (millions of £)

UK Mobile Ad Spending, 2015-2020

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

UK Social Network Ad Spending, 2015-2018 (millions of £, % change and % of digital ad spending)

UK Social Network Ad Spending per Social Network User, 2015-2018 (in £)

UK Digital Ad Revenues, by Company, 2015-2018 (millions of £)

Google Net UK Ad Revenues, by Format, 2015-2018

UK Facebook Revenues, by Source, 2015-2018 (millions of £, % change and % of total)

UK Facebook Ad Revenue Share, 2015-2018

UK Twitter Revenues, by Source, 2015-2018 (millions of £, % change and % of total)

UK Twitter Ad Revenue Share, 2015-2018

UK Digital Ad Revenues at Google, Facebook and Twitter, 2015-2018 (millions of £, % change and % of digital ad spending)

UK Display Ad Revenues at Google, Facebook and Twitter, 2015-2018 (millions of £, % change and % of display ad spending)

Other Individual Country Forecasts

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

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

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

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

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

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

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

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

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

Digital Ad Spending in Finland, by Format, 2015-2020 (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 the Netherlands, 2015-2020

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, 2015-2020

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

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

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

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

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

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

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

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

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

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

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

Total Media Ad Spending in Finland, 2015-2020 (billions and % change)

Total Media Ad Spending in Denmark, 2015-2020 (billions and % change)

Total Media Ad Spending in Norway, 2015-2020 (billions and % change)

Total Media Ad Spending in Sweden, 2015-2020 (billions and % change)

Digital Ad Spending in Argentina, by Device, 2015-2020 (millions)

Digital Ad Spending in Brazil, by Device, 2015-2020 (billions)

Digital Ad Spending in Colombia, by Device, 2015-2020 (millions)

Digital Ad Spending in Chile, by Device, 2015-2020 (millions)

Digital Ad Spending in Peru, by Device, 2015-2020 (millions)