The center of gravity for ad spending and digital ad spending overall remains North America and Asia-Pacific. Digital ad spending in North America will surpass a quarter trillion dollars this year ($258.61 billion), accounting for roughly 43% of the world’s total. Asia-Pacific will account for another 34%, at $205.04 billion. The US and China are the drivers of these figures, as usual.
Retail media ad spending is also driving the digital ad market and growing in tandem with ecommerce. Nearly 70% of internet users in Southeast Asia will be digital buyers in 2022, up about 10 percentage points from just three years ago, according to our projections. What’s more, we estimate that retail ecommerce sales there skyrocketed by 58.5% in 2020.
Since Admetricks’ figures exclude all types of SEM, the real growth opportunity for retail media ad spending this year lies within performance-driven formats like sponsored search or sponsored products ads.