Global Advertising Market - Statistics & Facts

The spending on advertising worldwide has been increasing steadily and is expected to reach almost 550 billion U.S. dollars in 2017. North America is the region that invests most in the sector, followed by Asia and Western Europe. Middle East and Africa as well as Central and Eastern Europe spend least. The largest ad market in the world, the United States expended more than 190 billion U.S. dollars on advertising in 2016, while China, second in the ranking, invested less than half of the amount in the same period. American consumer goods corporation Procter & Gamble was the largest advertiser worldwide, having spent more than 10 billion U.S. dollars on ads. Other big advertisers include Dutch-British Unilever, French L’Oréal, and German Volkswagen, respectively second, third and fourth in the ranking.

Television & radio
The global TV industry generated 106 billion British pounds (156.5 billion U.S. dollars) with advertising in 2015 and the figure is expected to grow steadily in the next years, reaching 210 billion U.S. dollars in 2020. Middle East and Africa are the region which is expected to grow at the highest rate between 2014 and 2020. Advertising accounted for a large share of radio market revenue in 2015 but radio ad revenue as such has been decreasing. On the other hand, audio ad revenue is expected to grow, which would mean that alternative types of audio ads, e.g. in podcasts, will be gaining in significance.

Print media
With regard to print media, there has been a decrease in the advertising expenditure in newspapers in the last years. On a global scale, the spending in this sector shrank more than ten billion U.S. dollars between 2014 and 2016. Advertising in magazines is also decreasing, though at a lower rate, and is expected to fall to 20.5 billion U.S. dollars by 2019, which would be around 20 percent less than what was spent in 2010.

Out-of-home advertising
Out-of-home advertising, such as billboards and posters, generated more than 36 billion U.S. dollars worldwide in 2014. The sector is expected to reach more than 45 billion in revenue in 2019 . India is the fastest growing market in this sector, followed closely by Brazil, Colombia, Kenya and Indonesia. The French multinational corporation JCDecaux is the largest outdoor advertising company worldwide. It is present in more than 75 countries and it is most famous for its bus stop advertising systems.

Spending on digital advertising worldwide was estimated at 161 billion U.S. dollars in 2015. The sector is growing at an impressive rate and is expected to reach more than 335 billion in 2020. In 2016, American multinational technology company Google generated almost 80 billion U.S. dollar in revenue on digital advertising. Comparatively, Facebook and Yahoo! made 26.9 and 4.7 billion U.S. dollars on ads respectively.

Mobile internet advertising is the fastest growing medium on the global ad market. In 2015, mobile ad spend amounted to 71.8 billion U.S. dollars and it is expected to explode to more than 247 billion by 2020. The share of mobile in digital advertising is also expected to increase from 44.4 percent in 2015 to nearly 74 percent in 2020. In 2015, the region investing most actively in mobile advertising was North America, while in Latin America was the smallest mobile ad market.

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