Global advertising investment is forecast to grow by 8.2% in 2022 and this would push the total market value above $700bn, according to WARC Data’s latest analysis report, Global Ad Trends: Ad Investment 2021/22.
While it took six years for investment to rise from $500bn to $600bn, it has now taken just four years to reach $700bn. This is in no small part due to the rapid investment in online formats, which has doubled in the last five years.
Although legacy media will see two consecutive years of growth in 2021 (8.8%) and 2022 (3.1%) for the first time in a decade, budgets continue to move online. More than 60% of spend is expected to be on digital media in 2022, an increase in share from 50% before the pandemic in 2019. WARC