Executive Summary

Worldwide ad spending growth will begin its long deceleration back to normalcy this year. However, regional and country-level results will differ considerably, as will the revenue increases for the world’s largest digital ad publishers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How much total ad spending and digital ad spending will there be worldwide in 2022?
2. Which regions and countries will see the fastest growth in digital ad spending this year?
3. What is the outlook for the major global digital ad publishers, and where does ByteDance (TikTok plus Douyin) land in the new rankings?

WHAT’S IN THIS REPORT? Our 2022 forecast for worldwide ad spending, digital ad spending, mobile ad spending, display ad spending, and search ad spending. Also, our regional, country-level, and company breakdowns for digital ad spending and revenues.

KEY STAT: Digital ad spending growth will decelerate precipitously this year, but last year’s rate was an all-time high, so 2022’s 15.6% increase will still be a healthy figure by historical standards. Two-thirds of all worldwide ad spending will go to digital this year.