Digital ad spending expected to grow 14.8% compared to 2021
Posted: Tue Jan 21, 2025 5:02 am
Digital ads are expected to account for 55.5% of total spending this year and reach 59.4% by 2024.
According to Dentsu's “Ad Spend January 2022” report, total ad spending is estimated to grow 9.2% year-over-year, reaching $745 billion this year.
With digital advertising alone, an estimated expenditure of US$ 408.4 billion is estimated, reflecting a growth of 14.8% compared to the previous year (2021).
Digital Ads vs Linear TV
While digital advertising is booming, TV's share of total spending has been declining considerably.
Forecasts for this channel are modest compared to previous years, as the projection for 2022 is 3.8%, representing 26.9% of total advertising spending, and in 2019, this type of media reached a third (32.7%) of spending.
In addition to linear TV, other more traditional media will belize whatsapp data also feel the impact of the expected growth in digital advertising. In 2022, investments in radio, newspapers and magazines are expected to decrease by at least 1.4%.
In the current scenario, spending on digital ads is already more than double that of linear TV and is expected to continue on this path, considering that total spending on ads is expected to shrink by around one to four dollars (24.9%) by 2024.
Spending growth through 2024
In addition to digital ads, “out of home” media – which aims to reach the public in public spaces, such as subway ads and billboards, for example – also has potential for growth in the coming years.
Its share of global ad spending is expected to increase by up to 5.5% this year compared to 2021. Despite not representing as significant growth as digital, OOH ads are also not losing ground and, with the return of in-person work and the resumption of social life, the impact of this media could be even greater.
Spending by sector
In 2021, due to the expectation of leaving a long period of social isolation and the beginning of immunization through vaccines, the sector that showed the greatest growth was Tourism and Travel, with a 27.8% share.
It is expected that in 2022, we will not have such significant cases. However, the most prominent sectors may be Retail (increase of 13.9% year-on-year), Beverages (12.5% year-on-year) and Cosmetics and Personal Care (11% year-on-year).
Brazilian scenery clipping
The study carried out a more detailed breakdown of the 13 main markets, including Brazil.
After a 22.6% drop between 2019 and 2020, ad spending has grown again in 2021. Now, it is estimated that, in 2022, this number will reach 8.7 billion dollars, an increase of 5%. In addition, by 2024, it is expected to grow by 5.2% – reaching 9.6 billion dollars spent on ads.
Dentsu highlights that, due to events such as the elections and the Qatar World Cup, the second and third quarters of 2022 may have more significant results compared to the beginning of the year.
According to Dentsu's “Ad Spend January 2022” report, total ad spending is estimated to grow 9.2% year-over-year, reaching $745 billion this year.
With digital advertising alone, an estimated expenditure of US$ 408.4 billion is estimated, reflecting a growth of 14.8% compared to the previous year (2021).
Digital Ads vs Linear TV
While digital advertising is booming, TV's share of total spending has been declining considerably.
Forecasts for this channel are modest compared to previous years, as the projection for 2022 is 3.8%, representing 26.9% of total advertising spending, and in 2019, this type of media reached a third (32.7%) of spending.
In addition to linear TV, other more traditional media will belize whatsapp data also feel the impact of the expected growth in digital advertising. In 2022, investments in radio, newspapers and magazines are expected to decrease by at least 1.4%.
In the current scenario, spending on digital ads is already more than double that of linear TV and is expected to continue on this path, considering that total spending on ads is expected to shrink by around one to four dollars (24.9%) by 2024.
Spending growth through 2024
In addition to digital ads, “out of home” media – which aims to reach the public in public spaces, such as subway ads and billboards, for example – also has potential for growth in the coming years.
Its share of global ad spending is expected to increase by up to 5.5% this year compared to 2021. Despite not representing as significant growth as digital, OOH ads are also not losing ground and, with the return of in-person work and the resumption of social life, the impact of this media could be even greater.
Spending by sector
In 2021, due to the expectation of leaving a long period of social isolation and the beginning of immunization through vaccines, the sector that showed the greatest growth was Tourism and Travel, with a 27.8% share.
It is expected that in 2022, we will not have such significant cases. However, the most prominent sectors may be Retail (increase of 13.9% year-on-year), Beverages (12.5% year-on-year) and Cosmetics and Personal Care (11% year-on-year).
Brazilian scenery clipping
The study carried out a more detailed breakdown of the 13 main markets, including Brazil.
After a 22.6% drop between 2019 and 2020, ad spending has grown again in 2021. Now, it is estimated that, in 2022, this number will reach 8.7 billion dollars, an increase of 5%. In addition, by 2024, it is expected to grow by 5.2% – reaching 9.6 billion dollars spent on ads.
Dentsu highlights that, due to events such as the elections and the Qatar World Cup, the second and third quarters of 2022 may have more significant results compared to the beginning of the year.