This revision—largely due to new data that lets us more closely track local sources—effectively pulled growth forward by three years, since we did not project total media ad spending to reach the $30 billion mark until 2025. Several Factors Are Driving Growth. A swift economic recovery.

This year, CTV will account for 5.4% of total US digital ad spending. For total media ad spending, which includes digital and analog channels, CTV will account for 2.9% of all ad spending in 2019. We expect these figures to rise; by 2023, 7.0% of total digital ad spending and 4.7% of total media ad spending will go to CTV.

The Middle East and Africa will post the strongest total media ad spending growth rate of any region, at 20.0%, followed by the US and Canada (17.7%). Asia-Pacific, led by India’s rebound, Indonesia’s 22.2% growth, Vietnam’s 15.0% growth, and China’s 13.6% growth, will post the third-best regional performance, with a 13.7% overall expansion.

In the US, the challengers are closer; but globally it is still no contest. What’s Inside. This report contains our latest forecasts for worldwide ad spending through 2026. It includes our estimates for the following areas:. Total Media Ad Spending. Traditional Media Ad Spending. Digital Ad Spending by Region and for Selected Countries. Mobile Ad Spending. Digital Ad Revenues by Company.

China’s total media ad spending and digital ad spending will both grow at their lowest rates since we began tracking them in 2012, but the ad industry is nonetheless set for an eventful year in the world’s second-largest market.

How did the coronavirus pandemic impact total media ad spending in Latin America? A combination of government-mandated lockdowns, local currency devaluations against the US dollar, and the cancellation of major sporting events prompted total regional outlays to fall 13.1% year over year (YoY) to $20.82 billion in 2020.

Digital should account for 50.0% of total media ad spending in Germany by the end of 2022. What’s changed: The effects of the pandemic led us to lower our growth estimates for digital ad spending in Germany in 2020, from 10.0% to 8.0% YoY. But as in France, pent-up demand will give a big boost to digital ad spending this year.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

Mobile dethroned TV in 2019 as the channel where US adults spent the most time. While it may be a symbolic threshold for now, it’s still notable that the average US adult spent 3 hours, 43 minutes (3:43) on their mobile devices in 2019, compared with the average 3:35 spent watching TV. As recently as 2016, US adults watched nearly an hour more of TV than they spent on their smartphones and tablets (4:05 vs. 3:08).

Total Media Ad Spending. Traditional Media Ad Spending by Media Type. Digital Ad Spending by Format. Mobile Ad Spending. Behind the Numbers.

We estimate that total media ad spending in Canada shrank by 7.3% YoY last year. Prior to the pandemic, the annual advertising growth trajectory in Canada held fairly steady at around 5%. We forecast that this year, the expected economic recovery will lead to an 11.3% rebound in total media ad spending.

US advertisers are dedicating more of their display budgets to digital video as social video and CTV advertising climb to new heights.

The Global Media Intelligence Report is a concise yet detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. This 2020 edition covers the same range of metrics we featured in 2019, and the consistency of GlobalWebIndex’s methodology enables us to offer precise year-over-year comparisons; these provide vital indicators of exactly where and how quickly changes are happening, and where behaviors haven’t altered much.

Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.

In 2020, digital ad spending worldwide will make up 54.1% of total media ad spending, per eMarketer’s forecast. Digital Video Continues to Close the Gap with Broadcast TV. In many parts of the world, the share of internet users watching digital video, either free or paid-for, now equals or surpasses the share watching live TV.

From 2015 to 2020, we expected digital’s share of total media ad spending in Latin America to double from 18.0% to 36.3%. In our March 6 ad spending forecast, Mexico was projected to boast the region’s greatest share of digital ad spending as a percentage of total media ad spending. This year, advertisers in Mexico were expected to allocate 45.8% of media spending to digital channels.

Total Media Ad Spending. Traditional Media Ad Spending by Media Type. Digital Ad Spending by Format. Mobile Ad Spending. Search and Display Ad Spending. Behind the Numbers.

In 2020, China was the only major economy to produce economic growth. It’s not surprising, then, that it was also the only major national market to see an increase in total media ad spending. Girded by this economic strength, China’s digital ad market hardly missed a beat.

One of the top pieces of advice to inhibit the spread of the coronavirus being passed along to the US public by health organizations is to limit time spent in public settings. And so, the US government is encouraging consumers to turn to virtual consultations with docs in nonurgent situations in lieu of making trips to the hospital.

This CMCRP estimate suggests the duopoly is much stronger in Canada compared with the US, where it will account for 55.5% of the US digital ad market in 2020. Unlike the larger and more diversified digital display market in the US, the presence of the duopoly is greater in Canada. The same is true in most other smaller ad markets where domestic players lack the scale to fend off global ad platforms.