Worldwide Digital Ad Spending Forecast 2024

The Light at the End of the Tunnel Has Arrived

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.

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Table of Contents

  1. Executive Summary
  2. The ad industry can exhale
  1. Ad spending growth will accelerate across the board in 2024
  2. India, China, and the US will overshadow every other country in 2024
  1. Five companies will account for more than 70% of global digital ad revenues
  2. Media Gallery

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Ethan Cramer-Flood


Cosima Balletti-Thomas
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
Director, Forecasting
Oscar Orozco
Director, Forecasting
Andrew Spink
Forecasting Analyst
Paul Verna
Principal Analyst
Jane Xu
Associate Forecasting Analyst

"Behind the Numbers" Podcast