Worldwide Ad Spending Update 2023

Signs of Life Amid a Sluggish Rebound

Report by Ethan Cramer-Flood  | May 11, 2023

Worldwide Ad Spending 2023

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Our Latest Ad Spending Forecasts and Trends Across 6 Global Regions

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Table of Contents
Report Snapshot
Total media ad spending will muddle through in a year of mixed results.
Digital ad spending growth will rebound as predicted, but not by much.
Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
The US share of worldwide ad spending will decline this year but remain on an upward trend.
Two of Asia-Pacific’s largest economies are the top stories again.
In China, the situation has changed for the better.
The duopoly still has a big lead on its competitors, but its decline seems inexorable.
11 companies will have at least $10 billion in digital ad revenues by 2025.
What does this forecast mean for marketers?
Media Gallery
About This Report
Digital ad spending will increase slightly faster this year than in 2022, but the bump will be minimal. Total media ad spending growth will roughly hold steady. But there are parts of the world where spending is surging.
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Digital Ad Spending
Worldwide
Table of Contents
Report Snapshot
Total media ad spending will muddle through in a year of mixed results.
Digital ad spending growth will rebound as predicted, but not by much.
Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
The US share of worldwide ad spending will decline this year but remain on an upward trend.
Two of Asia-Pacific’s largest economies are the top stories again.
In China, the situation has changed for the better.
The duopoly still has a big lead on its competitors, but its decline seems inexorable.
11 companies will have at least $10 billion in digital ad revenues by 2025.
What does this forecast mean for marketers?
Media Gallery

Report Snapshot

The global ad forecast has become cloudier since our initial 2023 projections were published late last year. However, we still expect an improvement for digital advertising compared with 2022, and several countries and regions are set to meet or exceed expectations.

Key Question: What is the updated outlook for total media ad spending and digital ad spending worldwide and by country in 2023?

Digital Ad Spending Worldwide, 2021-2027 (billions, % change, and % of total ad spending)
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KEY STAT: Digital ad spending will grow 9.5% this year, an increase over 2022 but still the second-slowest rate of expansion since our worldwide tracking began more than a decade ago.

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Table of Contents

  1. Report Snapshot
  2. Total media ad spending will muddle through in a year of mixed results.
  3. Digital ad spending growth will rebound as predicted, but not by much.
  4. Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
  1. The US share of worldwide ad spending will decline this year but remain on an upward trend.
  2. Two of Asia-Pacific’s largest economies are the top stories again.
  3. In China, the situation has changed for the better.
  4. The duopoly still has a big lead on its competitors, but its decline seems inexorable.
  1. 11 companies will have at least $10 billion in digital ad revenues by 2025.
  2. What does this forecast mean for marketers?
  3. Media Gallery

Charts in This Report

Digital Ad Spending Worldwide, 2021-2027 (billions, % change, and % of total ad spending)Ad Spending Growth for Digital, Traditional, and Total, Worldwide, 2021-2027 (% change)
Digital Ad Spending Growth, by Region, 2022-2024 (% change)Top 10 Countries, Ranked by Digital Ad Spending, 2023 (billions)
Top 10 Countries, Ranked by Total Media Ad Spending Growth, 2023 (% change)Digital Ad Spending in China, 2021-2027 (billions, % change, and % of total ad spending)
Net Digital Ad Revenues Worldwide, by Company, 2023-2024 (billions)

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authors

Ethan Cramer-Flood

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Forecasting Analyst
Brian Lau
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
Andrew Spink
Forecasting Analyst
Ruoyan Zeng
Associate Forecasting Analyst

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