ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 1, 2025

Revolut could soon become a full-service US bank

Article |
 Aug 1, 2025

Nano-influencers earn impressive impression, engagement rates

Article |
 Aug 1, 2025

JPMorgan-Coinbase partnership could change customers’ relationship with crypto

Article |
 Aug 1, 2025

Trump intensifies threats against pharma if drugmakers don’t lower US prices

Article |
 Aug 1, 2025

AI streamlines health report filings in Merck, McKinsey collab

Article |
 Aug 1, 2025

United tries time-sensitive travel promotions to boost cardholder bookings

Article |
 Aug 1, 2025

Klarna mulls possible September IPO

Article |
 Aug 1, 2025

Competitive conquesting gains ground among RMNs

Article |
 Jul 31, 2025

Parents prioritize value, convenience during back-to-school shopping

Article |
 Jul 31, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Worldwide Ad Spending Update 2023

Signs of Life Amid a Sluggish Rebound

Report by Ethan Cramer-Flood  |  May 11, 2023

Worldwide Ad Spending 2023

Our Latest Ad Spending Forecasts and Trends Across 6 Global Regions

more
See All
Download
Report
Spreadsheet
Share
Table of Contents
Report Snapshot
Total media ad spending will muddle through in a year of mixed results.
Digital ad spending growth will rebound as predicted, but not by much.
Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
The US share of worldwide ad spending will decline this year but remain on an upward trend.
Two of Asia-Pacific’s largest economies are the top stories again.
In China, the situation has changed for the better.
The duopoly still has a big lead on its competitors, but its decline seems inexorable.
11 companies will have at least $10 billion in digital ad revenues by 2025.
What does this forecast mean for marketers?
Media Gallery
About This Report
Digital ad spending will increase slightly faster this year than in 2022, but the bump will be minimal. Total media ad spending growth will roughly hold steady. But there are parts of the world where spending is surging.
Topics
Digital Ad Spending
Worldwide
Table of Contents
Report Snapshot
Total media ad spending will muddle through in a year of mixed results.
Digital ad spending growth will rebound as predicted, but not by much.
Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
The US share of worldwide ad spending will decline this year but remain on an upward trend.
Two of Asia-Pacific’s largest economies are the top stories again.
In China, the situation has changed for the better.
The duopoly still has a big lead on its competitors, but its decline seems inexorable.
11 companies will have at least $10 billion in digital ad revenues by 2025.
What does this forecast mean for marketers?
Media Gallery

Report Snapshot

The global ad forecast has become cloudier since our initial 2023 projections were published late last year. However, we still expect an improvement for digital advertising compared with 2022, and several countries and regions are set to meet or exceed expectations.

Key Question: What is the updated outlook for total media ad spending and digital ad spending worldwide and by country in 2023?

Digital Ad Spending Worldwide, 2021-2027 (billions, % change, and % of total ad spending)
E-Mail ChartDownload

KEY STAT: Digital ad spending will grow 9.5% this year, an increase over 2022 but still the second-slowest rate of expansion since our worldwide tracking began more than a decade ago.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Report Snapshot
  2. Total media ad spending will muddle through in a year of mixed results.
  3. Digital ad spending growth will rebound as predicted, but not by much.
  4. Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
  1. The US share of worldwide ad spending will decline this year but remain on an upward trend.
  2. Two of Asia-Pacific’s largest economies are the top stories again.
  3. In China, the situation has changed for the better.
  4. The duopoly still has a big lead on its competitors, but its decline seems inexorable.
  1. 11 companies will have at least $10 billion in digital ad revenues by 2025.
  2. What does this forecast mean for marketers?
  3. Media Gallery

Charts in This Report

Digital Ad Spending Worldwide, 2021-2027 (billions, % change, and % of total ad spending)Ad Spending Growth for Digital, Traditional, and Total, Worldwide, 2021-2027 (% change)
Digital Ad Spending Growth, by Region, 2022-2024 (% change)Top 10 Countries, Ranked by Digital Ad Spending, 2023 (billions)
Top 10 Countries, Ranked by Total Media Ad Spending Growth, 2023 (% change)Digital Ad Spending in China, 2021-2027 (billions, % change, and % of total ad spending)
Net Digital Ad Revenues Worldwide, by Company, 2023-2024 (billions)

authors

Ethan Cramer-Flood

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Forecasting Analyst
Brian Lau
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
Andrew Spink
Forecasting Analyst
Ruoyan Zeng
Associate Forecasting Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo