After two years of uncertainty, the worldwide ad market has stabilized, and spending is set to accelerate. Digital advertising is looking particularly healthy, and numerous national markets—and companies—are in line for standout growth.

Key Question: What is the outlook for total media ad spending and digital ad spending worldwide and by country in 2024?

Key Stat: Growth will spike in 2024 for digital ad spending, traditional ad spending, and total media ad spending. The last time all three metrics accelerated was in 2021, in the immediate aftermath of 2020’s pandemic-driven collapse.