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.

Soft growth in a big market: Economic and pandemic headwinds restrain ad growth in China as tech crackdown challenges digital publishers.

Last year, China was the only market to see overall ad spending growth, although digital ad spending performed well almost everywhere. This year, every country will see growth in almost every category.

Ecommerce and social ad spending will continue to drive overall digital ad growth—together they make up 66% of total digital in 2022.”.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

Kearney’s China Diversification Index, which analyzes the shift of US manufacturing away from China to other low-cost countries in Asia, saw the US import value from China decrease from 66% of the total in 2018 to 55% at the end of 2021. “Made in America” will shift from a consumer preference to a business imperative.