Worldwide Ad Spending 2022

A Surge in Latin America, a Stumble in China, a Milestone for Mobile, and a First for ByteDance

Report by Ethan Cramer-Flood  | May 18, 2022

Worldwide Ad Spending 2022

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Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Strong Worldwide Spending Despite Deceleration
Mobile Will Account for Half of All Spending and Three-Quarters of Digital
Regional and National Comparisons: Latin America Upgraded, China and Europe Slowing
The Emergence of ByteDance Expands the Ranks of Duopoly Challengers
What Do These Forecasts Mean for Marketers Around the World?
Read Next
Media Gallery
About This Report
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.
Topics
Digital Ad Spending
Total Media Ad Spending
Worldwide
Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Strong Worldwide Spending Despite Deceleration
Mobile Will Account for Half of All Spending and Three-Quarters of Digital
Regional and National Comparisons: Latin America Upgraded, China and Europe Slowing
The Emergence of ByteDance Expands the Ranks of Duopoly Challengers
What Do These Forecasts Mean for Marketers Around the World?
Read Next
Media Gallery

Executive Summary

Worldwide ad spending growth will begin its long deceleration back to normalcy this year. However, regional and country-level results will differ considerably, as will the revenue increases for the world’s largest digital ad publishers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much total ad spending and digital ad spending will there be worldwide in 2022?
  2. Which regions and countries will see the fastest growth in digital ad spending this year?
  3. What is the outlook for the major global digital ad publishers, and where does ByteDance (TikTok plus Douyin) land in the new rankings?

WHAT’S IN THIS REPORT? Our 2022 forecast for worldwide ad spending, digital ad spending, mobile ad spending, display ad spending, and search ad spending. Also, our regional, country-level, and company breakdowns for digital ad spending and revenues.

Digital Ad Spending Worldwide, 2021-2026 (billions, % change, and % of total media ad spending)
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KEY STAT: Digital ad spending growth will decelerate precipitously this year, but last year’s rate was an all-time high, so 2022’s 15.6% increase will still be a healthy figure by historical standards. Two-thirds of all worldwide ad spending will go to digital this year.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. Strong Worldwide Spending Despite Deceleration
  1. Mobile Will Account for Half of All Spending and Three-Quarters of Digital
  2. Regional and National Comparisons: Latin America Upgraded, China and Europe Slowing
  3. The Emergence of ByteDance Expands the Ranks of Duopoly Challengers
  4. What Do These Forecasts Mean for Marketers Around the World?
  1. Read Next
  2. Media Gallery

Charts in This Report

Digital Ad Spending Worldwide, 2021-2026 (billions, % change, and % of total media ad spending)Total Media Ad Spending in Russia, by Scenario, 2022-2024 (billions and % change)
Total Media Ad Spending in Central & Eastern Europe, by Scenario, 2022-2024 (billions and % change)Total Media Ad Spending Worldwide, 2021-2026 (billions and % change)
Digital Ad Spending Worldwide, by Format, 2021-2026 (billions and % change)Mobile Ad Spending Worldwide, 2021-2026
Top 10 Countries, Ranked by Digital Ad Spending Growth, 2022 (% change)Top 10 Countries, Ranked by Digital Ad Spending Share, 2022 (% of total media ad spending)
Top 10 Countries, Ranked by Digital Ad Spending, 2022 (billions)Companies with Over $10 Billion in Net Digital Ad Revenues Worldwide, 2022 (billions)
Net Ad Revenue Share Worldwide, by Company, 2017-2024 (% of total digital ad revenues)Top 10 Fastest-Growing Platforms Worldwide, Ranked by Digital Ad Revenue Growth, 2022 (% change)
Net Digital Ad Revenues Worldwide, by Company, 2022-2024 (billions)

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authors

Ethan Cramer-Flood

Contributors

Jade Appel
Associate Forecasting Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Zach Goldner
Junior Forecasting Analyst
Brian Lau
Digital Apprentice
Wendy Louie-Lam
Peter Newman
Senior Forecasting Analyst
Peter Vahle
Senior Forecasting Analyst
Paul Verna
Principal Analyst