According to a report by dentsu Global Ad Spend Forecast, the Americas region will be the one that will invest the most in advertising, reaching US$ 329.6 billion
Global ad spend could reach $738.5 billion in 2022, which serves as a basis for adjusting the growth forecast to 8.7%, according to the latest dentsu Global Ad Spend Forecast report.
The report also pointed out that in 2022, the Americas region will be the one that will invest the most in advertising, reaching US$ 329.6 billion and with a 13.1% increase in advertising spending. India, with 16.0% growth, will be ahead of the US, with 12.8%, and Brazil with 9%.
The study pointed out that for the future, the company expects the global advertising market in 2023 to increase by 5.4% to reach $778.6 billion, followed by a further increase of 5.1% in 2024.
The review of the forecast of investments in advertising is published taking into account the context of inflation, geopolitical tension, the upcoming elections and the World Cup.
“Despite global economic uncertainties, brands continue to prioritize their spend on channels that will give them both the digital flexibility and the return they seek,” said Peter Huijboom, Global CEO, Media and Global Customers at dentsu international.
According to the survey, digital continues to drive global ad spend growth in 2022 (14.2%) to reach $409.9 billion, a share of 55.5% of total ad spend. The growth is accompanied by video (23.4%), paid social (21.9%), research (12.9%), and programmatic media (19.9%). Digitization of traditional media will be another key driver of growth in total ad spend in 2022.
The FIFA World Cup is expected to focus on retail in the fourth quarter of this year and, according to the survey, should push TV ad spend growth to 3.6% to reach US$192.8 billion.
The study also pointed out that outdoor media (OOH) and cinema will see double-digit growth in 2022, 11.5% and 19.6% respectively. With the review, radio should also grow by 5%.
