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.
Every national market in the world will finish this year with more ad spending than in 2020. In most categories, worldwide growth records will be shattered. But 2021 was a very unusual year, following a very unusual 2020.
Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.