Global Ad Spend 2021-2022: Where Budgets Are Going

Social media, online video, and search saw some of the strongest year-over-year growth in 2021, according to recent research from WARC. The overall ad market grew 24% year-over-year, and is forecast to grow 13% and 8% in 2022 and 2023, respectively. Excluding cinema advertising, social media, OTT video, and search saw the strongest year-over-year growth in 2021, and all three channels are forecast to see significant spend growth in 2022.

E-commerce advertising is forecast to see the greatest year-over-year growth in 2022, and some 77% of marketers surveyed plan to increase their ad spend on online video and 68% plan to increase their spend on social media.

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