Worldwide Digital Ad Spending Forecast H2 2024 Update

Solid Growth Projected Across the Board for Most Formats, Channels, and Publishers

The slight acceleration in ad spending growth we forecast six months ago has come to pass, and we do not expect any bumps in the road for the remainder of 2024. Stability and measured optimism are the new status quo, and numerous digital ad publishers stand to benefit.

Key Question: What is the outlook for ad spending and revenues worldwide in 2024 and beyond?

Key Stat: Both digital and traditional ad spending will see improved YoY growth in 2024, per our forecasts. Going forward, total media ad spending growth will mostly exceed the modest rates of 2022 and 2023.

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Table of Contents

  1. Executive Summary
  2. Total media ad spending will top $1 trillion worldwide next year
  1. Traditional media ad spending is on track to be a net positive over time
  2. Among formats and channels, display and retail media stand out
  1. The duopoly reigns worldwide, though TikTok and Mercado Libre lead in growth
  2. Media Gallery

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Ethan Cramer-Flood


Cosima Balletti-Thomas
Associate Forecasting Analyst
Paul Briggs
Principal Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Zach Goldner
Forecasting Analyst
Brian Lau
Forecasting Analyst
Peter Newman
Director, Forecasting
Oscar Orozco
Director, Forecasting
Andrew Spink
Forecasting Analyst

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