DIGITAL & TRENDS

Digital advertising worldwide

 Table of Contents

01 Overview Internet ad spending APAC 2012-2024 23

Digital advertising spending worldwide 2021-2026 04

03 Channel spending
Digital ad spend growth worldwide 2021-2026 05
Share of digital ad revenue worldwide 2018-2028 06 Banner ad spend worldwide 2021-2028 25

Digital Market Outlook: largest digital ad markets worldwide 2022 07 Digital Market Outlook: digital video ad revenue worldwide 2019-2028 26

Fastest growing digital ad markets worldwide 2023 08 Digital Market Outlook: search ad revenue worldwide 2017-2026 27

Walled gardens vs. open internet share of digital ad revenue worldwide 2017-2027 09 Global search ad spend 2021, by industry 28

Digital advertising revenue for major internet companies 2023-2027 10 Revenue of the digital classifieds industry Worldwide 2019-2028 29

Companies with fastest-growing digital ad revenue worldwide 2022 11 Social media ad spend worldwide 2021-2028 30

Leading digital agency networks worldwide 2021 12 Mobile advertising spending worldwide 2007-2024 31
Programmatic ad spend worldwide 2017-2028 32

02 Regional data
04 Marketer perspective
Internet advertising spending worldwide 2000-2024, by region 14
Internet advertising spending in North America 2000-2024 15 Ad spend expectations among selected global brands 2023, by platform 34

Digital ad spend in North America 2022, by format 16 Growth of digital media budgets worldwide 2024, by format 35

Latin America: digital advertising spending 2010-2024 17 Ways online content is used to drive revenues worldwide 2022 36

Digital ad spend in Latin America and the Caribbean 2023, by format 18 Paid media channels marketers were able to measure ROI for worldwide 2022 37

Digital advertising spending in Europe 2006-2022 19 Consumer trends prioritized in digital advertising strategies worldwide 2021 38

Digital ad spend in Europe 2022, by format 20 Technologies marketing professionals were planning to adopt or retire worldwide 2023 39

Internet advertisement expenditure in MENA 2010-2024 21 Leading digital advertising concerns worldwide 2023 40

Digital advertisement spending MENA 2020, by format 22

05 Consumer perspective

1
 Table of Contents

Main sources for online shopping inspiration worldwide 2023 42

Leading channels for product search worldwide 2023 43
Share of consumers wanting compressed commerce worldwide 2023, by country 44
Most trusted ad channels worldwide 2021 45
Least trusted digital ad channels worldwide 2021 46
Most common consumer attitudes on personal data use by brands worldwide 2021 47

06 Challenges
Leading marketing concerns worldwide 2023 49
Confidence levels in cookieless identity solutions among marketers worldwide 2022 50
Digital ads brands suitability violation rate worldwide 2017-2022 51
Ad fraud rate worldwide 2021-2022 52
Digital advertising quality violation rate worldwide 2021-2022 53
Digital advertising security violation rate worldwide 2021-2022 54

2
CHAPTER 01

Overview
 Digital advertising spending worldwide from 2021 to 2026 (in billion U.S.
dollars)
Digital advertising spending worldwide 2021-2026

900
835.82

800 765.98

695.96
700
Spending in billion U.S. dollars

626.86
600 567.49
522.5
500

400

300

200

100

0
2021 2022* 2023* 2024* 2025* 2026*

4 Description: It was calculated that the digital advertising spending worldwide amounted to 522.5 billion U.S. dollars in 2021. The source projected that by 2026, the spending would reach 836 billion dollars. Read more
Note(s): Worldwide; 2021; includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms; * [...] Read more
Source(s): eMarketer; PubMatic
 Change in digital advertising spending worldwide from 2021 to 2026
Digital ad spend growth worldwide 2021-2026

29.5%
Year-on-year change

10.5% 11%
10.1%
8.6% 9.1%

2021 2022* 2023* 2024* 2025* 2026*

5 Description: In 2021, global digital advertising spending increased by nearly 30 percent. In the period 2022 to 2026, the market will continue growing, but the growth will gradually slow down, to drop to roughly nine percent in 2026. Read more
Note(s): 2021; * Forecast. Read more
Source(s): eMarketer; PubMatic
 Share of digital in advertising revenue worldwide from 2018 to 2028
Share of digital ad revenue worldwide 2018-2028

80%
73% 74%
71.1% 72.2%
68.8% 70%
70% 67.2%
65.5%
61.9%
60%
53.8%

50% 48%
Share

40%

30%

20%

10%

0%
2018 2019 2020 2021 2022 2023* 2024* 2025* 2026* 2027* 2028*

6 Description: In 2022, digital advertising accounted for 67 percent of total ad revenue worldwide. The shareis expected to grow to 73 percent in 2028, reaching 70 percent in 2024. Read more
Note(s): Worldwide; 2018 to 2022; * Forecast. Read more
Source(s): Brands Vietnam; GroupM
 Leading digital advertising markets worldwide in 2022, by spending (in
billion U.S. dollars)
Digital Market Outlook: largest digital ad markets worldwide 2022

300

243.89
250
Spending in billion U.S. dollars

200

155.67
150

100

50 37.8
23.93
15.35 13.64 11.76 9.97 9.12 8.37
0
United States China United Japan Germany Canada Australia France South Korea Brazil
Kingdom

7 Description: The ad spending ranking in the digital advertising market is lead by the United States with 243.89 billion U.S. dollars, while China is following with 155.67 billion U.S. dollars. In contrast, Brazil is at the bottom of the ranking with 8.37 billion U.S. dollars,
showing a difference of 235.52 billion U.S. dollars to the United States. Read more
Note(s): Worldwide; Jan 1st to Dec 31st 2022
Source(s): Statista; Statista Digital Market Insights
 Fastest growing digital advertising markets worldwide in 2023
Fastest growing digital ad markets worldwide 2023

Year-on-year growth rate

0% 5% 10% 15% 20%

Peru 20%

Argentina 19.2%

Chile 17%

India 16.5%

Colombia 16%

Mexico 14.5%

Russia 13.3%

Indonesia 12.1%

United States 12%

Turkey 12%

8 Description: In 2023, Peru was expected to be the fastest-growing digital advertising market in the world, with an annual growth rate of about 20 percent. Argentina and Chile rounded out the top three with annual increases of approximately 19 and 17 percent,
respectively. Read more
Note(s): Worldwide; October 2022; forecast; including all the various advertising formats on desktop and laptop computers, mobile phones, tablets, and other internet-connected devices
Source(s): eMarketer; Insider Intelligence
 Share of walled gardens versus the open internet in digital advertising
revenue worldwide from 2017 to 2027
Walled gardens vs. open internet share of digital ad revenue worldwide 2017-2027

Walled gardens Open internet

100%

90%

80%

70%
Share of ad spending

60%

50%

40%

30%

20%

10%

0%
2017 2018 2019 2020 2021 2022 2023* 2024* 2025* 2026* 2027*

9 Description: In 2022, the share of world's largest walled gardens - Alphabet, Amazon, Apple, Baidu, Facebook, JD.com, LinkedIn, Microsoft, Pinterest, Snapchat, Spotify, Tencent, TikTok, and X (Twitter) - in global digital advertising revenue was estimated at 78 percent,
leaving 22 percent for the so-called open internet. By 2027, the big players are projected to account for 83 percent of the digital ad revenue. Read more
Note(s): Worldwide; 2017 to 2022; Walled gardens include: Alphabet, Amazon, Apple, Baidu, Facebook, JD.com, LinkedIn, Microsoft, Pinterest, Snapchat, Spotify, Tencent, TikTok, and X (Twitter); * Forecast. Read more
Source(s): Statista; Various sources
 Digital advertising revenues of major internet companies worldwide in
2023 and 2027 (in billion U.S. dollars)
Digital advertising revenue for major internet companies 2023-2027

Revenue in billion U.S. dollars

2027 2023

0 50 100 150 200 250 300 350 400

Google 340.18
250.26
Facebook 127.27
118.96
Amazon 70.82
44.35
TikTok 53.95
18.04
Tencent 16.71
13.18
Microsoft Search & News Advertising 16.33
12.54
Baidu 11.51
11.51
JD.com 16.25
10.99
Apple 13.73
6.51
LinkedIn 10.35
5.91
Snapchat 8.8
5.36
Twitter 2.7
3.31
Pinterest 5.13
3.27
Spotify 2.24
1.77

10 Description: In 2023, the forecast for Facebook digital advertising revenues saw the Meta company generating 119 billion U.S. dollars by the end of the fiscal year. TikTok was projected to see its online advertising revenues hit 18 billion U.S. dollars. By comparison,
LinkedIn advertising revenues were forecasted to reach approximately a third of that amount for 2023. Read more
Note(s): Worldwide; August 2023; forecast
Source(s): Statista; Various sources
 Companies with fastest-growing digital advertising revenue worldwide in
2022
Companies with fastest-growing digital ad revenue worldwide 2022

Growth rate
0% 20% 40% 60% 80% 100% 120% 140% 160% 180%

TikTok 155%

MercadoLibre 72.1%

Jumia 66.7%

Fallabella.com 48%

Walmart USA 42.7%

Apple 36.6%

IAC 27.8%

Roku 26.6%

Amazon 21.1%

Walmart Mexico 16%

11 Description: In 2022, TikTok was the company with fastest-growing digital advertising revenues worldwide, having registered an annual growth rate of 155 percent. Mercado Libre ranked second, with 72.1 percent. Among the 10 companies presented, six are retail
media players: Mercado Libre, Jumia, Fallabella.com, Walmart USA, Amazon, and Walmart Mexico. Read more
Note(s): Worldwide; 2022
Source(s): eMarketer; Grupo Meio & Mensagem
 Leading digital agency networks worldwide in 2021, by revenue (in million
U.S. dollars)
Leading digital agency networks worldwide 2021

Revenue in million U.S. dollars

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000

Accenture Interactive [Accenture] 12,500

Deloitte Digital [Deloitte] 8,741

Agency [Company]

IBM iX [IBM Corp.] 6,385

PwC's Digital Services [PwC] 5,920

Wunderman Thompson [WPP] 2,639

12 Description: According to the most recent data, the leading digital agency network worldwide in 2021 based on revenue was Accenture Interactive, with a result of 12.5 billion U.S. dollars that year. Deloitte Digital ranked second, with a revenue of 8.7 billion dollars.
Read more
Note(s): Worldwide; 2021
Source(s): Advertising Age
CHAPTER 02

Regional data
 Distribution of internet advertising spending worldwide from 2000 to 2024,
by region
Internet advertising spending worldwide 2000-2024, by region

Central & Eastern Europe Latin America Western Europe Asia Pacific North America Middle East and Africa
120%

100% 0 0 0 0 0 0 0 0.04% 0.06% 0.09% 0.23% 0.31% 0.42% 0.72% 0.71% 0.63% 0.54% 0.49% 0.44% 1.25% 1.31% 1.2% 1.22% 1.3% 1.42%

80% 41.74% 39.56% 41.02% 42.73% 40.7% 40.32% 40.08% 39.7% 38.57% 38.2% 38.07% 40.04% 41.6% 41.87%
Share of spending

43.26% 45.92%
49.52% 47.37% 47.41% 48%
60.45%
66.78%
75.02%
60%76.49% 77.02%

28.61% 27.48%
28.43% 27.1% 30.05% 28.36% 29.7% 31.63% 33.42% 35.26% 36.66% 35.21%
40% 34.28% 33.52% 32.1%
29.94% 29.86% 29.63%
27.22% 29.2%
20.81%
16.58%
20%10.09% 11.36% 13.19% 28.15% 29.33% 28.97% 27.4% 26.19% 27.22% 25.78% 23.81% 22.73% 21.34% 20.19% 19.67% 19.28% 18.97% 18.56% 18.04%
21.85% 17.51% 17.56% 17.29%
17.51%
13.22% 11.28% 11.35% 15.79%
0.5% 0.56% 0.72% 0.76% 1.44% 1.63% 1.76% 2.04% 2.09% 2.12% 2.26% 2.14% 2.11% 2.46% 2.47% 2.48% 2.6% 2.59%
0%0.04%
0.13% 0.02%
0.2% 0.08% 0.4%
0.24% 0.31% 0.4%
0.55% 0.36%
0.71% 0.43%
0.92% 1.55% 1.56% 1.6% 1.74% 2.05% 2.15% 2.17% 2.32% 2.28% 2.24% 2.16% 2.09% 2.11% 2.14% 2.28% 1.43% 1.38% 1.4%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022*2023*2024*

14 Description: The Latin American expenditure is forecast to account for 2.48 percent of the global internet advertising spending in 2022. Moreover, the internet ad spending in North America is expected to contribute 47.37 percent in the same year. Read more
Note(s): Worldwide; 2000 to 2022; current prices; * Forecast. The data is calculated internally based on regional figures provided by the source. Data should be treated as estimations, the global totals for each year are simple sums of regional data. Read more
Source(s): Zenith
 Internet advertising spending in North America from 2000 to 2024 (in
million U.S. dollars)
Internet advertising spending in North America 2000-2024

300,000

250,000
Spending in million U.S. dollars

200,000

150,000

100,000

50,000

0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022*2023*2024*

15 Description: Spending on internet advertising in North America amounted to nearly 192 billion U.S. dollars in 2021. According to forecast data, online ad expenditures in the region will suffer less than other media in light of the coronavirus outbreak in 2020, and will
rebound by 2024 to reach 269 billion dollars. Read more
Note(s): North America; 2000 to 2021; current prices; excluding Mexico; * Forecast. Read more
Source(s): Zenith
 Digital advertising spending in North America in 2022, by format (in billion
U.S. dollars)
Digital ad spend in North America 2022, by format

120 113.15

100
Spending in billion U.S. dollars

80 73.83 71.54

61.67
60

40

20

3.1
0
Search Advertising Video Advertising Social Media Advertising Banner Advertising Classifieds

16 Description: Concerning the five selected segments, the segment Search Advertising has the largest ad spending with 113.15 billion U.S. dollars. Contrastingly, Classifieds is ranked last, with 3.1 billion U.S. dollars. Their difference, compared to Search Advertising, lies
at 110.05 billion U.S. dollars. Read more
Note(s): North America; Jan 1st to Dec 31st 2022
Source(s): Statista; Statista Digital Market Insights
 Internet advertising spending in Latin America from 2010 to 2024 (in
billion U.S. dollars)
Latin America: digital advertising spending 2010-2024

16
14.55
14 13.29

11.69
12
Spending in billion U.S. dollars

10.3
10
8.23
8
6.39
5.66
6
5.04
3.96
4 3.28
2.66
1.88
2 1.45
1.08
0.51
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022* 2023* 2024*

17 Description: In 2022, internet advertising spending in Latin America amounted to 11.69 million U.S. dollars, having increased rapidly from just over one million in 2010. It has been projected that it would rise further to over 14.5 million by 2024. This will make it the
second largest ad medium in Latin America, accounting for a third of the total ad spend in the region. Read more
Note(s): LAC; 2010 to 2022; at current prices; * Forecast. Figures have been rounded. Read more
Source(s): Zenith
 Digital advertising spending in Latin America and the Caribbean in 2023,
by format (in billion U.S. dollars)
Digital ad spend in Latin America and the Caribbean 2023, by format

8 7.72

7
Spending in billion U.S. dollars

6
5.37
5.02
5

2
1
1 0.71
0.38

0
Search Video Banner Influencer Classifieds Audio

18 Description: In 2023, online search advertising spending in Latin America and the Caribbean was expected to reach 7.72 billion U.S. dollars and to be the digital ad format with the largest ad investment in the region. Video advertising ranked second with 5.37 billion
dollars. An overview of all Digital Markets can be found here. Read more
Note(s): LAC; 2023; forecast
Source(s): Statista Digital Market Insights
 Digital advertising spending in Europe from 2006 to 2022 (in billion euros)
Digital advertising spending in Europe 2006-2022

Including Belarus & Russia Excluding Belarus & Russia*

100
92
90 86
78.3
80
70.5
66.4
Spending in billion euros

70
59.1 60
60 56.4
51.9 50.2
50 45.8 44.1
40.8 39
40 36.1 34.7
32.4 30.7
28.9 27.5
30 25.9 24.6
22.3 22
17.2 18.8 18.9
20 14.7 16
10.9
9.2
7.8
6.6
10

0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

19 Description: In 2022, digital advertising spending in Europe amounted to 86 billion euros, up by nearly 10 percent compared to the value of 78.3 billion recorded a year earlier. These figures do not include Russia and Belarus. The 2021 market size including the two
Eastern European countries stood at 92 billion euros. Read more
Note(s): Europe; 2006 to 2022; * Historical market size restated based on 2022 constant exchange rates and historical growth rates. In 2021, Estonia, Latvia, and Lithuania were added. Their combined digital advertising revenue stood at 339 million [...] Read more
Source(s): IAB Europe; Various sources (local IAB offices)
 Digital advertising spending in Europe in 2022, by format (in billion euros)
Digital ad spend in Europe 2022, by format

45
40.9
40 37.4

35
Spending in billion euros

30

25

20

15

10
5.7
5

0
Display Search Classifieds, directories, and affiliate

20 Description: In 2022, out of the total of 86 billion euros invested in digital advertising in Europe, 40.9 billion were spent on display advertising. Search was the second largest format, with more than 37 billion, whereas classifieds, directories, and affiliate ranked third
with 5.7 billion. Read more
Note(s): Europe; 2022; figures exclude Belarus and Russia
Source(s): IAB Europe
 Value of internet advertisement expenditure in the Middle East and North
Africa from 2010 to 2024 (in million U.S. dollars)
Internet advertisement expenditure in MENA 2010-2024

9,000
7,975
8,000

7,000 6,646
Expenditure in million U.S. dollars

6,000 5,779

5,026
5,000
4,370

4,000 3,800

3,000

2,000
994 1,001 1,101 1,156
772 924
1,000
228 371
156
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022* 2023* 2024*

21 Description: In 2020, internet advertisement spend in the Middle East and North Africa amounted to 4.4 billion U.S. dollars and it is expected to increase to 7.9 billion U.S. dollars by 2024. During this period the total spending on advertisement across all segments in
the region was over eight billion U.S. dollars. Read more
Note(s): MENA; 2010 to 2021; at current prices; * Forecast. Figures have been rounded. Read more
Source(s): Zenith
 Digital advertisement spending in the Middle East and North Africa region
in 2020, by format (in million U.S. dollars)
Digital advertisement spending MENA 2020, by format

3,500

3,027
3,000
Ad spending in million U.S. dollars

2,500

2,000

1,500

1,000

520
500
93
0
Display Search Other

22 Description: Digital advertisement spending in the Middle East and North Africa (MENA) region in 2020 was about three billion U.S. dollars for display formats. The total digital advertisement spending in the region was about 3.64 billion U.S. dollars in that year. Read
more
Note(s): MENA; 2020
Source(s): IAB GCC
 Internet advertising expenditure in the Asia-Pacific region from 2012 to
2021 with forecasts to 2024 (in billion U.S. dollars)
Internet ad spending APAC 2012-2024

180

156.4
160
144.23
140 131.69
Ad spend in billion U.S. dollars

118.38
120
102.66
97.6
100
86.86

80 75.29
65.54
60 53.09
41.87
40 32.5
25.62
20

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022* 2023* 2024*

23 Description: Online advertising spending in the Asia-Pacific region has grown rapidly in recent years, amounting to approximately 118.4 billion U.S. dollars in 2021. A significant increase from around 25.6 billion dollars in 2012, online ad spend in APAC was projected to
continue its upward trajectory, reaching around 156.4 billion dollars in 2024. Read more
Note(s): Asia, APAC; 2012 to 2021; current prices; * Forecast. Figures have been rounded. Read more
Source(s): Zenith
CHAPTER 03

Channel spending
 Digital banner advertising spending worldwide from 2021 to 2028 (in
billion U.S. dollars)
Banner ad spend worldwide 2021-2028

100

90 87.14
83.31
79.64
80 76.14
Spending in billions of U.S. dollars

72.79
69.59
70 66.53
63.61

60

50

40

30

20

10

0
2021 2022* 2023* 2024* 2025* 2026* 2027* 2028*

25 Description: In 2021, global banner advertising spending stood at roughly 64 billion U.S. dollars. The source projected that the figure would increase annually at a growth rate of 4.6 percent until 2028, when it is expected to exceed 87 billion. Read more
Note(s): Worldwide; 2021; * Forecast. The Statista estimate is based on values in 2028 and the compound annual growth rate from 2021 to 2028 of 4.6 percent, which were provided by the source. An exponential development of the market was [...] Read more
Source(s): Million Insights; Statista
 Digital video advertising revenue worldwide from 2019 to 2028, by device
(in million U.S. dollars)
Digital Market Outlook: digital video ad revenue worldwide 2019-2028

Video Advertising Mobile Video Advertising Desktop

300,000

250,000
Revenue in million U.S. dollars

48,506.83
200,000 49,812.5
51,118.17
52,516.96
53,663.18
150,000 54,411.74
54,295.76
55,557.74
100,000 193,427.67
44,574.53 179,987.72
166,547.78
152,612.64
137,658.83
34,813.73 122,219.08
50,000 105,948.47
93,080.51
62,968.86
41,141.69
0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

26 Description: Significant fluctuations are estimated for all segments over the forecast period for the ad spending. Only in the segment Video Advertising Mobile, a significant increase can be observed over the forecast period. In this segment, the indicator exhibits a
difference of 152.3 billion U.S. dollars between 2019 and 2028. Read more
Note(s): Worldwide; 2019 to 2028
Source(s): Statista; Statista Digital Market Insights
 Digital search advertising revenue worldwide from 2017 to 2026, by device
(in million U.S. dollars)
Digital Market Outlook: search ad revenue worldwide 2017-2026

Desktop Mobile
300

250
Revenue in million U.S. dollars

200
160.2
146.2
132.1
118.9
150 105.5
91.99
69.04 75.21
100 57.45
41.06

50 102 106.6 109.9 112.2

90.9 97.77
75.94 80.22 79.05
65.74

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026

27 Description: In 2021, the global search advertising market was valued at 182.9 billion U.S. dollars. Desktopaccounted for over 91.99 billion and desktop for approximately 90.9 billion. By 2026, the total value of the market is expected to increase to 272.5 billion U.S.
dollars. Read more
Note(s): Worldwide
Source(s): Statista (Digital Market Outlook)
 Distribution of paid search advertising spending worldwide in 2021, by
industry
Global search ad spend 2021, by industry

Share
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Internet 17%

Insurance 15.4%

Automotive 5.2%

Consumer services 4.3%

Retail 4%

Leisure, travel & tourism 3.9%

Trasportation, trucking & railroad 3.6%

Higher education 2.6%

Education management 2.4%

Elearning 2.3%

Other 39.3%

28 Description: In 2021, insurance industry ads made up 15.4 percent of the paid search advertising spending of the analyzed U.S., UK, and EU companies. Automotive industry accounted of 5.2 percent of the expenditure. Read more
Note(s): Worldwide, United Kingdom, United States, EU; 2021; among 30,000 US-based companies, 42,000 British companies, and 45,000 EU companies
Source(s): improvado.io
 Revenue of the digital classifieds industry Worldwide 2019-2028 (in billion
U.S. dollars)
Revenue of the digital classifieds industry Worldwide 2019-2028

25
22.98 23.41
22.11 22.54
21.66
21.05
19.9 20.15
20 19.06 18.77
Revenue in billion U.S. dollars

15

10

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

29 Description: The global ad spending in the 'Classifieds' segment of the digital advertising market was forecast to continuously increase between 2023 and 2028 by in total 2.4 billion U.S. dollars (+11.4 percent). After the eighth consecutive increasing year, the indicator
is estimated to reach 23.41 billion U.S. dollars and therefore a new peak in 2028. Read more
Note(s): Worldwide; 2019 to 2028
Source(s): Statista; Statista Digital Market Insights
 Social media advertising spending worldwide from 2021 to 2028 (in billion
U.S. dollars)
Social media ad spend worldwide 2021-2028

300

262.62

250 233.65
Spending in billion U.S. dollars

207.87
200 184.94
164.54
146.38
150
130.24
115.87

100

50

0
2021 2022* 2023* 2024* 2025* 2026* 2027* 2028*

30 Description: In 2021, global social media advertising spending stood at around 116 billion U.S. dollars. The source projected that this figure would more than double and exceed an all-time high of 262 billion by 2028. Read more
Note(s): Worldwide; 2021; * Forecast. The Statista estimate is based on values in 2028 and the compound annual growth rate from 2021 to 2028 of 12.4 percent, which were provided by the source. An exponential development of the market was [...] Read more
Source(s): Million Insights; Statista
 Mobile advertising spending worldwide from 2007 to 2024 (in million U.S.
dollars)
Mobile advertising spending worldwide 2007-2024

450,000
399,571
400,000
360,334
350,000 327,135
Spending in million U.S. dollars

300,000 279,011

243,203
250,000
212,609
200,000 175,953

150,000 137,678

95,264
100,000
61,668
50,000 29,961
5,785 12,518
61 170 310 514 1,691
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022* 2023* 2024*

31 Description: In 2022, mobile advertising spending is projected to reach a record of 327.1 billion U.S. dollars worldwide. This figure marked an increase of 17.2 percent compared to the previous year, and according to the latest data, spending will amount to nearly
399.6 billion by 2024. Read more
Note(s): Worldwide; 2007 to 2022; current prices; * Forecast. Read more
Source(s): Zenith
 Global programmatic advertising spending from 2017 to 2028 (in billion
U.S. dollars)
Programmatic ad spend worldwide 2017-2028

900

800 778.85
733.34
687.85
700
642
Spending in billion U.S. dollars

594.68
600
545.81
492.52
500 455.96

400
337.26

300 280.06
230.47
200 177.87

100

0
2017 2018 2019 2020 2021 2022 2023* 2024* 2025* 2026* 2027* 2028*

32 Description: According to the latest estimates, programmatically sold advertising was worth 546 billion U.S. dollars in 2023. This figure is expected to reach 779 billion by 2028. Read more
Note(s): Worldwide; 2017 to 2022; * Forecast. Read more
Source(s): Statista
CHAPTER 04

Marketer perspective
 Expected change to media budgets among selected global brands in 2023,
by platform (compared to 2022)
Ad spend expectations among selected global brands 2023, by platform

Offline Digital
50%
45%
45% 43%

40% 37%
35%
Share of respondents

32%
30%

25%

20%
16%
15% 12%
10% 7%
5%
5%
1% 1%
0%
Significant increase (over 10%) Slight increase (between 0% Maintain 2022 budgets Slight decrease (between 0% Significant decrease (less than
and 10%) and 10%) 10%)

34 Description: According to a survey conducted among selected global brands, roughly 50 percent of respondents reported they will slightly or significantly decrease their offline media budgets in 2023 compared to 2022. Regarding digital media, 13 percent of the
surveyed multinationals planned to reduce budgets, while 42 percent intended to increase their advertising and marketing spending on online channels. Read more
Note(s): Worldwide; as of October 2022; 41 global brands
Source(s): Campaign Asia; Ebiquity; World Federation of Advertisers
 Expected change in digital media budgets worldwide in 2024, by format
Growth of digital media budgets worldwide 2024, by format

Share of respondents
Significant increase (<+10%) Slight increase (between 0 and +10%) Maintain 2023 budgets
Slight decrease (between 0 and -10%) Significant decrease (<-10%)
0% 20% 40% 60% 80% 100% 120%

Advanced TV / connected TV
Digital video
Paid social
Digital out-of-home (DOOH)
Digital audio
Retail media
Influencer marketing
Paid search
Digital display
Gaming / Metaverse / eSports
In-app

35 Description: During a survey published in November 2023, 25 percent of responding global brands stated they were planning to significantly increase their retail media budgets in 2023. Another 35 percent said they were planning to slightly increase them. Read more
Note(s): Worldwide; as of November 2023
Source(s): Ebiquity; Statista; World Federation of Advertisers
 Ways online content was used to drive revenues worldwide as of
November 2022
Ways online content is used to drive revenues worldwide 2022

Share of respondents
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Advertising placements 18%

Selling content products 17%

Drive traffic to products for sale 14%

Content paywalls/subscriptions 14%

Drive traffic to sales team 14%

Sponsored content 11%

Retain and expand existing customers 7%

Donations 5%

Affiliate sales 3%

36 Description: During a November 2022 survey carried out among professionals involved in content marketing, 18 percent stated that they monetized their content by selling ad spaces within the content; 14 percent of respondents said they had created content
paywalls and/or subscription models to generate revenue from the content their organizations created. Read more
Note(s): Worldwide; November 2022; 1,554 respondents; 84% of responding marketers were U.S.-based
Source(s): Parse.ly
 Share of brand marketers who were confident in their company's ability to measure
return on investment (ROI) as of January 2022, by digital paid ad media channel
Paid media channels marketers were able to measure ROI for worldwide 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Social media 64%

Video - online/mobile 59%

Search 58%

Display - online/mobile 58%

Email 51%

OTT/connected TV 49%

Streaming audio 49%

Native advertising 47%

Podcasts 44%

37 Description: During a 2022 survey, 64 percent of responding brand marketers from across the globe stated they were extremely or very confident in their company's ability to measure return on investment (ROI) for social media marketing. Video ranked second,
mentioned by 59 percent of respondents. Read more
Note(s): Worldwide; January 2022
Source(s): eMarketer; Insider Intelligence; Nielsen
 Consumer trends prioritized in digital advertising strategies according to
marketers worldwide as of November 2021
Consumer trends prioritized in digital advertising strategies worldwide 2021

Share of respondents
0% 10% 20% 30% 40% 50%

Consumer expectations for seamless digital/mobile experiences 55%

Consumer expectations/preference for relevant content 54%

Purchase journeys that combine channels 49%

Consumer privacy expectations and data privacy concerns 48%

Purchase journeys that combine both work and personal devices 46%

The mix of devices consumers use in their online purchasing 46%

Rise in digital detoxing 43%

The mixing of work and personal tasks in consumers' worktimes 43%

Purchase journeys that take place during consumers' worktimes 41%

38 Description: During a November 2021 survey carried out among marketers from 10 countries worldwide, 43 percent of respondents stated that the rise in digital detoxing was a consumer trend their organizations would prioritize in their digital advertising strategies
or tactics in the following 12 months. The most often prioritized trend was consumer expectations for seamless digital/mobile experiences, named by 55 percent of respondents. Read more
Note(s): Worldwide; November 2021; 1,301 respondents; among marketing and advertising decision-makers who are directors, VPs, or heads at brands
Source(s): Forrester Research; Microsoft
 Technologies marketing professionals were planning to adopt or retire
worldwide in 2023
Technologies marketing professionals were planning to adopt or retire worldwide 2023

Share of respondents

Retire Adopt

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

20%
Marketing automation platform 40%
18%
Customer data platform (CDP) 37%
21%
Digital experience platform 37%
21%
Analytics platform 37%
14%
Data management platform 37%
16%
Ad verification platform 32%
16%
Indentity resolution 32%
17%
Tag manager 28%
18%
Ad server 27%
16%
Demand-side platform (DSP) 24%
16%
Supply-side platform (SSP) 24%

39 Description: During a September 2022 survey, 40 percent of responding industry professionals, marketers, and publishers from Australia, Colombia, India, Mexico, Singapore, the United Kingdom, and the United States stated that they were planning to adopt a
marketing automation platform in the following six to 12 months, whereas 20 percent stated they were planning to retire that technology. Read more
Note(s): Worldwide; September 2022; >1,400; among industry professionals, marketers, and publishers
Source(s): Lotame; PureSpectrum
 Leading concerns for digital advertising strategies worldwide as of May
2023
Leading digital advertising concerns worldwide 2023

60%

50%
Share of respondents

40%

30%
53% 51% 49%
45% 42%
20% 39% 38% 38%

10%

0%

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40 Description: During a 2023 survey carried out among advertisers at media agencies and brands, 49 percent of respondents stated that brand safety and suitability was their leading concern when it came to digital advertising. Being able to reach target audiences
effectively at scale ranked first, mentioned with 53 percent of responding advertisers. Read more
Note(s): Worldwide; as of May 2023; among advertisers at media agencies and brands
Source(s): IDC; MarketingCharts; Ogury
CHAPTER 05

Consumer perspective
 Leading sources of inspiration for online shoppers worldwide in 2023
Main sources for online shopping inspiration worldwide 2023

40%

35%
35%

30%
Share of respondents

25% 24%

20%

15% 15%
15% 13%

10%

5%

0%
Marketplaces Browsing in-store Search engines Direct-to-consumer/branded Retailer sites
sites (e.g. Nike, Apple, Dyson)

42 Description: In 2023, marketplaces were the primary source of inspiration for online shopping globally. According to a survey, 35 percent of online shoppers said they sought inspiration through searches on this channel. Browsing in-store ranked second, with almost
one quarter of respondents using it for this purpose.The top in every categoryMarketplaces were the most popular places to get ideas for general online shopping, and this also applies to different types of shopping. When looking for [...] Read more
Note(s): Worldwide; April 6 to 20, 2023; 31,647 respondents; consumers who shop online at least once a month
Source(s): Censuswide; Wunderman Thompson Commerce
 Leading channels for product search worldwide in 2023
Leading channels for product search worldwide 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

Marketplaces 31%

Browsing in-store 18%

Search engines 14%

Direct-to-consumer/branded sites (e.g. Nike, Apple, Dyson) 14%

Retailer sites 12%

43 Description: In 2023, marketplaces were the primary source for starting to search for products online worldwide. According to a survey, roughly three out of ten online shoppers searched for products through this channel. Browsing in-store ranked second, with 18
percent of respondents, followed by search engines and brand websites, each with 14 percent. Read more
Note(s): Worldwide; April 6 to 20, 2023; 31,647 respondents; consumers who shop online at least once a month
Source(s): Censuswide; Wunderman Thompson Commerce
 Share of online shoppers looking to go from inspiration to purchase as
quickly as possible in selected countries worldwide in 2023
Share of consumers wanting compressed commerce worldwide 2023, by country

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

India 80%

United Arab Emirates 77%

Thailand 76%

South Africa 74%

China 72%

Mexico 69%

Brazil 68%

Colombia 67%

United States 60%

Poland 60%

United Kingdom 57%

Argentina 56%

Australia 55%

France 55%

Spain 53%

44 Description: According to the study, online shoppers in India are the most interested in compressed commerce, with 80 percent of respondents expressing interest in moving faster from inspiration to purchase. It was followed closely by UAE (77 percent) and Thailand
(76 percent). Read more
Note(s): Worldwide; April 6 to 20, 2023; 31,647 respondents
Source(s): Censuswide; Wunderman Thompson Commerce
 Most trusted advertising channels worldwide as of September 2021
Most trusted ad channels worldwide 2021

Share of respondents who somewhat or completely trust the ad type

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Recommendation from people I know 89%

Branded websites 84%

Brand sponsorships in sporting events 81%

Brand sponsorships 80%

Ads on TV 78%

Advertising about brands / products placements from influencers 71%

Online video ads 67%

Ads on mobile devices 66%

Ads on social networks 64%

45 Description: According to the findings of a global survey, personal recommendations from friends and family were the most trusted advertising channel among consumers in 2021. Nearly 90 percent of respondents trusted word-of-mouth recommendations, while
brand websites and brand sponsorships were also considered highly reliable sources. Read more
Note(s): Worldwide; August and September 2021; 40,000+ respondents
Source(s): Nielsen
 Least trusted digital advertising channels worldwide as of September 2021
Least trusted digital ad channels worldwide 2021

Share of respondents who 'do not trust much' or 'do not trust at all'
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Text ads on mobile phones 45%

Online banner ads 38%

Ads on social networks 36%

Ads served in search engine results 36%

Ads on mobile devices 34%

Online video ads 33%

E-mails I signed up for 26%

46 Description: In 2021, text ads on mobile phones were the least trusted form of advertising worldwide, with 45 percent of respondents stating that they did not trust much this type of ads or did not trust them at all. Online banner ads followed, with 38 percent of global
survey participants distrusting this format. Read more
Note(s): Worldwide; August and September 2021; 40,000+ respondents
Source(s): Nielsen
 Comfort levels of consumers regarding the use of personal data by brands
worldwide in 2021
Most common consumer attitudes on personal data use by brands worldwide 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

I will only share my personal information with a brand if required 61%

I am increasingly concerned with how brands use my personal information 57%

I am OK with brands I like using my personal information to deliver relevant

44%
content and offers

I have refused to buy from a brand because of concerns around personal data use 40%

47 Description: When asked about brands and how they use consumer data to create personalized shopping experiences in 2021, approximately six in ten consumers around the world said they typically only shared their personal information with a brand if it was
required in order to proceed. Nearly the same number of respondents said they are becoming increasingly concerned with how brands use their personal data. Overall, there are still many people who are not thrilled by the idea of sharing their [...] Read more
Note(s): Worldwide; 2021; 12,000 (spread across 12 countries)*; 18 years and older; consumers that made an online purchase in the last year; * Survey respondents came from the following 12 countries: Australia, Canada,France, Germany, India, [...] Read more
Source(s): Forrester Research; Shopify
CHAPTER 06

Challenges
 Leading concerns in media and marketing initiatives according to
marketers worldwide as of April 2023
Leading marketing concerns worldwide 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Decline in ability to measure campaign effectiveness on tech platforms and open

42%
web

Lack of preparedness for cookieless future and other data deprecation relating to
39%
consume privacy and walled garden behavior

Consumer ad avoidance/ad blindness 36%

Poor ability to manage reach and frequency across CTV and digital channels 36%

Loss of access to third-party data 33%

Talent retention/access to expertise 25%

Other 9%

49 Description: During a survey carried out in April 2023 among marketers worldwide, the decline in the ability to measure campaign effectiveness on tech platforms and open web was voted the leading concern in media and marketing initiatives, named by 42 percent of
respondents. A lack of preparedness for a cookieless future ranked second, mentioned by 39 percent. Roughly three out of 10 respondents cited the loss of access to third-party data. Read more
Note(s): Worldwide; April 2023; 712 respondents; among brands, agencies, media companies, measurement firms, tech platforms, and other marketing industry constituents
Source(s): Mediaocean; TechValidate
 Level of confidence in the viability of emerging cookieless identity
solutions among marketers worldwide as of April 2022
Confidence levels in cookieless identity solutions among marketers worldwide 2022

Worried/rather concerned 5%

No idea what's going on 11%

Confident 11%
Somewhat confident 50%

Not confident 23%

50 Description: According to a survey conducted among marketers worldwide in March and April 2022, 61 percent of respondents said they were confident or somewhat confident in the viability of emerging cookieless identity solutions, while 23 percent said they were
not confident. Read more
Note(s): Worldwide; March and April 2022; 638 respondents
Source(s): Mediaocean; TechValidate
 Digital advertising brand suitability violation rate from 2017 to 2022
Digital ads brands suitability violation rate worldwide 2017-2022

8% 7.6%
7.3%
7.1%
7% 6.7%
6.2%
6%
Brand suitability violation rate

5%
5%

4%

3%

2%

1%

0%
2017 2018 2019 2020 2021 2022

51 Description: In 2022, 7.1 percent of digital advertising impressions worldwide did not comply with clients' specified setting. In the presented period, the share was highest in 2019, when it stood at 7.6 percent. Read more
Note(s): Worldwide; 2017 to 2022
Source(s): DoubleVerify
 Advertising fraud rate worldwide from 4th quarter 2021 to 2nd quarter
2022
Ad fraud rate worldwide 2021-2022

17%
15.8% 15.6%
16%

14%

12%
Share of ad impressions

10%

8%

6%

4%

2%

0%
Q4 2021 Q1 2022 Q2 2022

52 Description: In the second quarter of 2022, 17 percent of global ad impressions were fraudulent. A quarter earlier, the rate stood at 15.6 percent. In 2020, ad fraud caused economic losses of 35 billion U.S. dollars worldwide. Read more
Note(s): Worldwide; Q4 2021 to Q2 20222
Source(s): Fraudlogix
 Digital advertising quality violation rate worldwide from 3rd quarter 2021
to 2nd quarter 2022
Digital advertising quality violation rate worldwide 2021-2022

0.7%

0.59%
0.6%
0.55%
0.53%

0.5% 0.46%

0.4%
Rate

0.3%

0.2%

0.1%

0.0%
Q3 2021 Q4 2021 Q1 2022 Q2 2022

53 Description: In the second quarter of 2022, the digital advertising quality violation rate stood at 0.59 percent, which means that roughly three in every 500 ad impressions exhibited a quality issue, such as misleading claims or heavy ads (defined as ads with big file
sizes). A quarter earlier, the rate amounted to 0.46 percent. Read more
Note(s): Worldwide; Q3 2021 to Q2 2022
Source(s): Confiant
 Digital advertising security violation rate worldwide from 3rd quarter 2021
to 2nd quarter 2022
Digital advertising security violation rate worldwide 2021-2022

0.23%
0.22%

0.2%

0.2% 0.14% 0.14%

Rate

0.1%

0.1%

0.0%
Q3 2021 Q4 2021 Q1 2022 Q2 2022

54 Description: In the second quarter of 2022, the digital advertising security violation rate stood at 0.22 percent, which means that roughly one in every 500 ad impressions exhibited a security issue, such as malicious clickbait, fake ad servers, or criminal scams. In the
last quarter of 2021, the rate amounted to 0.14 percent. Read more
Note(s): Worldwide; Q3 2021 to Q2 2022
Source(s): Confiant
 Sources

Advertising Age Million Insights

Brands Vietnam Nielsen
Campaign Asia Nielsen (nielsensports.com)
Censuswide Ogury
Confiant Parse.ly
DoubleVerify PubMatic
Ebiquity PubMatic (@Ben_Kaplan)
eMarketer PureSpectrum
Forrester Research Shopify
Fraudlogix Statista
GroupM Statista (Digital Market Outlook)
Grupo Meio & Mensagem Statista Digital Market Insights
IAB Europe TechValidate
IAB GCC Various sources
IDC Various sources (local IAB offices)
improvado.io World Federation of Advertisers
Insider Intelligence Wunderman Thompson Commerce
Insider Intelligence (@ChartoftheDay_) Zenith
Lotame
MarketingCharts
Mediaocean
Microsoft

55