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EMARKETER

Worldwide Digital Ad Spending Forecast 2024

The Light at the End of the Tunnel Has Arrived

Report by Ethan Cramer-Flood  |  Jan 10, 2024
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Report
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Executive Summary
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Table of Contents
Executive Summary
The ad industry can exhale
Ad spending growth will accelerate across the board in 2024
India, China, and the US will overshadow every other country in 2024
Five companies will account for more than 70% of global digital ad revenues
Media Gallery
About This Report
The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.
Topics
Total Media Ad Spending
Digital Ad Spending
Worldwide
Table of Contents
Executive Summary
The ad industry can exhale
Ad spending growth will accelerate across the board in 2024
India, China, and the US will overshadow every other country in 2024
Five companies will account for more than 70% of global digital ad revenues
Media Gallery

After two years of uncertainty, the worldwide ad market has stabilized, and spending is set to accelerate. Digital advertising is looking particularly healthy, and numerous national markets—and companies—are in line for standout growth.

Key Question: What is the outlook for total media ad spending and digital ad spending worldwide and by country in 2024?

Ad Spending Growth for Digital, Traditional, and Total Worldwide, 2022-2027 (% change)
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Key Stat: Growth will spike in 2024 for digital ad spending, traditional ad spending, and total media ad spending. The last time all three metrics accelerated was in 2021, in the immediate aftermath of 2020’s pandemic-driven collapse.

Here’s what’s in the full report

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9charts

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

Table of Contents

  1. Executive Summary
  2. The ad industry can exhale
  1. Ad spending growth will accelerate across the board in 2024
  2. India, China, and the US will overshadow every other country in 2024
  1. Five companies will account for more than 70% of global digital ad revenues
  2. Media Gallery

Charts in This Report

Ad Spending Growth for Digital, Traditional, and Total Worldwide, 2022-2027 (% change)Total Media Ad Spending Growth, by Region, 2023 & 2024 (% change)
Digital Ad Spending Worldwide, 2022-2027 (billions, % change, and % of total ad spending)Top 10 Countries, Ranked by Digital Ad Spending Growth, 2024 (% change)
Top 10 Countries, Ranked by Digital Ad Spending Share, 2024 (% of total media ad spending)Top 10 Countries, Ranked by Digital Ad Spending, 2024 (billions)
Net Ad Revenue Share at Select Companies Worldwide, 2021-2025 (% of total digital ad spending)Top 10 Companies, Ranked by Worldwide Digital Ad Revenue Growth, 2024 (% change)
Net Digital Ad Revenues Worldwide, by Company, 2023-2025 (billions)

authors

Ethan Cramer-Flood

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Zach Goldner
Forecasting Analyst
Peter Newman
Director, Forecasting
Oscar Orozco
Director, Forecasting
Andrew Spink
Forecasting Analyst
Paul Verna
Principal Analyst
Jane Xu
Associate Forecasting Analyst
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