Worldwide Ad Spending 2022

A Surge in Latin America, a Stumble in China, a Milestone for Mobile, and a First for ByteDance

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About This Report
Nearly every country in the world will see slower growth in total ad spending and digital ad spending than it did last year, but the comparison is an unfair one because 2021 was abnormal. The outlook is mostly bright.
Table of Contents

Executive Summary

Worldwide ad spending growth will begin its long deceleration back to normalcy this year. However, regional and country-level results will differ considerably, as will the revenue increases for the world’s largest digital ad publishers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much total ad spending and digital ad spending will there be worldwide in 2022?
  2. Which regions and countries will see the fastest growth in digital ad spending this year?
  3. What is the outlook for the major global digital ad publishers, and where does ByteDance (TikTok plus Douyin) land in the new rankings?

WHAT’S IN THIS REPORT? Our 2022 forecast for worldwide ad spending, digital ad spending, mobile ad spending, display ad spending, and search ad spending. Also, our regional, country-level, and company breakdowns for digital ad spending and revenues.

KEY STAT: Digital ad spending growth will decelerate precipitously this year, but last year’s rate was an all-time high, so 2022’s 15.6% increase will still be a healthy figure by historical standards. Two-thirds of all worldwide ad spending will go to digital this year.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. Strong Worldwide Spending Despite Deceleration
  1. Mobile Will Account for Half of All Spending and Three-Quarters of Digital
  2. Regional and National Comparisons: Latin America Upgraded, China and Europe Slowing
  3. The Emergence of ByteDance Expands the Ranks of Duopoly Challengers
  4. What Do These Forecasts Mean for Marketers Around the World?
  1. Read Next
  2. Media Gallery

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authors

Ethan Cramer-Flood

Contributors

Jade Appel
Associate Forecasting Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Zach Goldner
Junior Forecasting Analyst
Brian Lau
Digital Apprentice
Wendy Louie-Lam
Peter Newman
Senior Forecasting Analyst
Peter Vahle
Senior Forecasting Analyst
Paul Verna
Principal Analyst