Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Social media, online video, and search were the ad channels that saw some of the strongest year-over-year growth in 2021, and further growth in spend is expected in 2022, according to recent research from WARC.

The report was based on data from an annual survey of 1,350 marketing practitioners worldwide.

The overall ad market grew 24% year-over-year in 2021, the analysis found. It is forecast to grow by 13% in 2022 and 8% in 2023.

Excluding cinema advertising—which was drastically cut in 2020 because of COVID-related theater closures—social media, OTT video, and search saw the strongest year-over-year growth among ad channels in 2021 (+42%, +42%, and +39%, respectively).

All three channels are also forecast to see significant spend growth in 2022 (+23% for social media, +20% for OTT video, and +14% for search).

Among ad channels, e-commerce advertising is forecast to see the greatest year-over-year growth in 2022.

Glocal advertising spend growth by medium in 2021

In 2022, some 77% of marketers surveyed plan to increase their ad spend on online video and 68% plan to increase their spend on social media.

Percent of marketers planning ad investment for 2022

About the research: The report was based on data from an annual survey of 1,350 marketing practitioners worldwide.

Continue reading "Global Ad Spend 2021-2022: Where Budgets Are Going" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Advertising & Promotions Resources

You may like these other MarketingProfs resources related to Advertising & Promotions.

Navigating Brand Response Advertising in 2022

Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.

Top 5 Advertising Trends to Watch Right Now

The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.

The Big Gap Between Channel Ad Spend and Channel Consumption

The share of ad spend going towards TV and social media next year is expected to be twice as high as daily consumption of those channels by audiences, according to recent research from WARC.

CTV Scale Is Here, So Where Are B2B Advertisers?

CTV is one of the fastest-growing digital channels for advertisers and marketers, but B2B companies are still reluctant to embrace it. Here's why CTV can work for B2B.

The Target CPA Hype Is Real: A Checklist for Marketers

Companies are buzzing about the incredible potential of Google's Target CPA tool, which pairs machine-learning and AI to deliver cutting-edge insights and results. But first make sure it fits your needs.

How to Reach Families Watching On-Demand Video: Charles Gabriel on Marketing Smarts [Podcast]

Charles Gabriel, head of advertising US at WildBrain Spark, talks advertising-based video on demand (AVOD), creating brand-safe content for kids, key trends in connected TV and more.