Worldwide Digital Ad Spending 2023

Winter Is Here for Advertising, but It Will Be Mild and a Rebound Is Near

Report by Ethan Cramer-Flood  | Jan 9, 2023
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Report
Spreadsheet
The One-Pager
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Table of Contents
Executive Summary
Key Points
Worldwide Overview: Downward Revisions Across the Board but a Modest Rebound Already in Sight
Regional and National Comparisons: China and Western Europe Disappoint, Latin America and India Still Rolling
Revenue Review: Peak Duopoly Has Come and Gone
What Do These Forecasts Mean for Marketers Around the World?
Media Gallery
About This Report
A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.
Topics
Digital Ad Spending
Total Media Ad Spending
Worldwide
Table of Contents
Executive Summary
Key Points
Worldwide Overview: Downward Revisions Across the Board but a Modest Rebound Already in Sight
Regional and National Comparisons: China and Western Europe Disappoint, Latin America and India Still Rolling
Revenue Review: Peak Duopoly Has Come and Gone
What Do These Forecasts Mean for Marketers Around the World?
Media Gallery

Executive Summary

Global ad spending growth crashed back to earth in 2022, but the results were not as dire as some feared. The pain centered on social media, particularly Meta, and on heavily challenged markets like Western Europe and China. Much of the world and many ad publishers are muddling through just fine, and 2023 should be a little better.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much total ad spending and digital ad spending will there be worldwide in 2023?
  2. Which regions and countries will produce solid spending growth despite the challenging macroeconomic environment?
  3. What is the outlook for the major global digital ad publishers?

WHAT’S IN THIS REPORT? Our 2023 forecast for total ad spending, digital ad spending, display ad spending, and search ad spending worldwide. 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 has decelerated precipitously but will reach 10.5% year over year in 2023. The slower new normal will still entail double-digit annual increases over the coming years.

Here’s what’s in the full report

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12charts

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Worldwide Overview: Downward Revisions Across the Board but a Modest Rebound Already in Sight
  1. Regional and National Comparisons: China and Western Europe Disappoint, Latin America and India Still Rolling
  2. Revenue Review: Peak Duopoly Has Come and Gone
  3. What Do These Forecasts Mean for Marketers Around the World?
  1. Media Gallery

Charts in This Report

Digital Ad Spending Worldwide, 2021-2026 (billions, % change, and % of total media ad spending)Total Media Ad Spending Worldwide, 2021-2026 (billions and % change)
Digital vs. Traditional Ad Spending Growth Worldwide, 2020-2026 (% change)Digital Ad Spending Worldwide, by Format, 2022-2026 (billions and % change)
Top 10 Countries, Ranked by Digital Ad Spending Growth, 2023 (% change)Top 10 Countries, Ranked by Digital Ad Spending Share, 2023 (% of total media ad spending)
Top 10 Countries, Ranked by Digital Ad Spending, 2023 (billions)Duopoly Net Digital Ad Revenue Share Worldwide, 2015-2024 (% of total digital ad spending)
Companies With Over $10 Billion in Net Digital Ad Revenues Worldwide, 2022 (billions)Net Ad Revenue Share at Select Companies Worldwide, 2017-2024 (% of total digital ad spending)
Net Digital Ad Revenue Growth Worldwide, by Company, 2022-2024 (% change)Net Digital Ad Revenues Worldwide, by Company, 2022-2024 (billions)

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Download
Report
Spreadsheet
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Worldwide Overview: Downward Revisions Across the Board but a Modest Rebound Already in Sight
Regional and National Comparisons: China and Western Europe Disappoint, Latin America and India Still Rolling
Revenue Review: Peak Duopoly Has Come and Gone
What Do These Forecasts Mean for Marketers Around the World?
Media Gallery
About This Report
A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.
Topics
Digital Ad Spending
Total Media Ad Spending
Worldwide
Table of Contents
Executive Summary
Key Points
Worldwide Overview: Downward Revisions Across the Board but a Modest Rebound Already in Sight
Regional and National Comparisons: China and Western Europe Disappoint, Latin America and India Still Rolling
Revenue Review: Peak Duopoly Has Come and Gone
What Do These Forecasts Mean for Marketers Around the World?
Media Gallery
Download PDF

authors

Ethan Cramer-Flood

Contributors

Jade Appel
Associate Forecasting Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Zach Goldner
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
Andrew Spink
Forecasting Analyst
Paul Verna
Principal Analyst
Jane Xu
Associate Forecasting Analyst