Global Ad Trends: 
Ad Investment 2021/22

The rate of recovery across 100 markets

WARC Data’s latest research from 100 markets worldwide shows that advertising spend will see a double-digit recovery this year and will top $700bn for the first time next year.

Traditional media spend is expected to rebound 8.8% in 2021 but budgets continue to shift online – more than 60% of spend will be on digital media in 2022.
All major product categories will return to advertising growth next year, though six (including travel) will be investing less than their pre-pandemic levels.

Key findings include:
  • Global ad market to rebound 12.6% this year and top $700bn next year
  • Travel adspend in 2022 to be 6.9% lower than pre-pandemic levels
  • Brand investment in e-commerce ads to rise 35.2% this year, to $85.2bn worldwide
  • Global adspend rose 23.6% to $158bn in Q2 2021, bouyed by a 31.2% rise in online investment

 

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