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142 Notable Advertising Statistics: 2021/2022 Market Analysis & Data

The advertising industry is probably one of, if not the most frequently disrupted industries in the world. From its infancy during ancient times to its modern form today, it has undergone a ton of paradigm shifts. Most of us have lived enough when television, radio, and print were the perfect trifecta. Advertisers and agencies favored their broad scope in the past.

However, digital advertising is eating up market share from traditional advertising today. Advertisers favor the accuracy in targeting and the real-time ability to gather data from digital media.

In this article, we have compiled notable advertising statistics to help you become more updated on the field today and its possibilities in the future. From traditional strategies like TV ads to newer ones such as using marketing automation software, we will tackle all the information you need to understand where the industry is heading. 

key advertising statistics

Global Advertising Statistics

The global advertising industry is changing. As the old continues its exit, the new is expanding its territory. Digital technology revolutionizes the way brands and consumers connect throughout the world. In this section, we have compiled notable global advertising industry statistics to place the US market in a larger context. 

  • How the COVID-19 pandemic hit global advertising, by pre-outbreak and post-outbreak percentage point difference: -15.2pp – Global; -12.1pp – North America; -19.1pp – Europe; -15.2pp – Asia Pacific; -18.2pp – Latin America; -13.4pp – Middle East; -25.1pp – Africa (WARC, 2020)
  • World’s largest ad markets by 2021: 35.0% ($227.8 billion) – USA; 22.4% ($145.7 billion) – China; 5.9% ($38.4 billion) – Japan; 4.7% ($30.5 billion) – UK; 3.8% ($24.5 billion) – Germany; 8.3% ($184.4 billion) – Rest of World; 10.2% ($651.1 billion) – Total Media (AdAge, 2021)
  • According to WPP’s GroupM forecasts, worldwide advertising revenue for media owners will jump 10.2% to a record $651 billion in 2021 after falling 4.1% in 2020 amid the coronavirus pandemic. (Adage, 2021)
  • Meanwhile, Publicis Groupe’s Zenith expects US ad spending to rise 3.2% to $237 billion in 2021 following a 5.4% drop in 2020. (Adage, 2021)
  • Global ad investment is set to fall by 8.1% in 2020. (WARC, 2020)
  • By the end of 2020, advertising investment in North America fell by 3.7%. (WARC, 2020)
  • 38% of the ad trade value in purchasing power parity (PPP) came from Asia, the region with the largest share. (WARC, 2019)
  • 54% of the total US media spend went to the internet. (WARC, 2019)
  • 24% of global ad spend is focused on the US. (WARC, 2019)
  • The USA is projected to remain the top global advertising market by 2022. (Statista, 2020)
  • In terms of advertising spend, the leading global market remains to be the United States, with an investment in promotional activities worth $243 billion in 2019. (Zenith, 2019)
  • In comparison, China spent only $87 billion in advertising in the same year. (Zenith, 2019)
  • Meanwhile, Japan’s advertising spend in 2019 surpassed $46 billion. (Zenith, 2019)
  • Experts predict a rough decline of advertising spending worldwide, falling to fall to $517 billion in 2020. (GroupM, 2020)
  • By 2022, ad spend in the US is projected to surpass $242 billion. (Zenith, 2020)
  • Recent projections reveal that Ukraine will be the highest growing ad market worldwide during the forecast period 2019 to 2022. (Zenith, 2020)
  • In 2019, the United States spent a total of $5.5 billion on digital advertising for the travel industry. (eMarketer, 2019)
  • In the US, Facebook ad spend exceeded $31 billion. (Business Insider, 2020)
  • Total ad revenue in the US is expected to reach $242 billion in 2021. (Statista [Group M], 2020)
  • From 9.7% in 2020, ad revenue growth is projected to fall by 6.2% in 2021. (Statista [Group M], 2020)
  • Compared to the previous year, ad spending worldwide sees a decline of roughly 11.8% in 2021. (Group M, 2020)
  • North America is the largest regional ad market in 2020, with an ad spending of $254 million. (Zenith, 2020)
  • For Facebook, global ad revenue is expected to grow by 33.7% during the second quarter of 2021. (WARC, 2020)

Source: Zenith (2020)

Advertising remains a powerful industry. Ad spending is still on the rise because of the influx of new companies and technologies. For now, the top market is still the United States when using purchasing power parity (PPP) value as the benchmark. However, the Asia-Pacific region is catching up and is likely to take the top spot in the next two years. Therefore, expect more advertising competition if you do business in the Asia-Pacific region. 

Traditional Advertising Statistics

The digital advertising market share has eaten up parts of the traditional platforms globally. However, traditional platforms have not gone away, though. We can still see out-of-home advertisements in major thoroughfares and in populated intersections. In fact, television is still the preferred outlet for news considering the proliferation of fake news on digital platforms. In this advertising report, you will see that traditional media is taking a dip but make no mistake; it is not likely to disappear completely. 

  • 53.3% of global advertising dollars have been spent on traditional media. (WARC, 2019)
  • Television still remains as the largest worldwide media channel with a share of 33.5% of ad spend. (WARC, 2019)
  • For the newspaper industry, digital advertising is expected to generate more than $7.24 billion. (Statista, 2020)
  • Radio ad spend share was down by 0.2pp to 5.5%. (WARC, 2019)
  • Overall ad spending is expected to fall by 11.8% worldwide, but traditional ad formats such as newspaper, television, and outdoor advertising will take the most damage, falling by 20.7%. (GroupM, 2020)
  • On the other hand, newspaper ad spending is projected to decline from $43 billion to $31 billion in the next two years. (Zenith, 2019)
  • Meanwhile, ad spend on TV forecasts is projected to gain only $2.6 billion during the same time period. (Zenith, 2019)
  • Ad spending in the classifieds segment is expected to reach more than $19.7 billion in 2021. (BuyShares, 2020)
  • Digital outdoor advertising worldwide is expected to generate $9.64billion in 2021. (Statista, 2021)
  • TV advertising accounts for 24.7% of the total media ad revenues in 2021. (Statista [Group M], 2020)
  • The growth rate for ad spending on magazines falls by 5% in 2021. (Statista [Group M], 2020)
  • Meanwhile, the growth rate for ad spending on newspapers in 2021 is at 10%. (Statista [Group M], 2020)
  • In the US, traditional ad spend fell by 35% in June 2020. (WARC, 2020)

 

Globally, television is still king, even though the digital advertising market size is catching up. Savvy marketers and advertisers still espouse an integrated marketing communications paradigm. As a result, advertisers will still spread out their spendings to different channels to maximize reach. Traditional advertising’s problem has always been the lack of preferred accuracy in measurement and audience targeting. If you are part of a big company that wishes to penetrate new regions using some traditional advertising platforms, you should consider partnering up with local advertising agencies that are in tune with their local markets. 

advertising revenue

Digital Advertising Statistics

Digital advertising covers many mediums from product placements in online videos to PPC platforms. Programmatic trading was raking in much of the digital ad spending globally. But display ads are not really the best way to market your brand. This is especially so as pop-ups are intrusive and irritating. The digital advertising market share has grown and is expected to further expand. Below, we compiled recent advertising data to update you on the shape of advertising today. 

  • Digital ad spending is expected to decline by 2.4%. (GroupM, 2020)
  • 65.3% of global online ad investment was from programmatic trading. (WARC, 2019)
  • Businesses make an average of $2 per $1 spent on Google Ads. (WordStream, 2020)
  • Paid search ads can increase awareness of a brand by 80%. (SEO Tribunal, 2019)
  • Google is the top company when ranked by US net digital ad revenue share with 37.2% in 2019. (eMarketer, 2019)
  • The average cost per action (CPA) is $48.96 for search and $75.51 for display ads on Google Ads. (SEO Tribunal, 2019)
  • Advertising makes up around 97% of Google’s total revenue. (SEO Tribunal, 2019)
  • The average cost per click (CPC) is $2.69 in Google Ads search network. (SEO Tribunal, 2019)
  • The average CPC is $0.63 in the Google Ads display network. (SEO Tribunal, 2019)
  • Only 9.8% of Facebook users are in the US in 2019. (eMarketer, 2019)
  • 4 out of 10 Facebook users are in the Asia-Pacific region. (eMarketer, 2019)
  • 43% of new customers make their first purchase after seeing a product in a YouTube ad. (SEO Tribunal, 2019)
  • Video ads are clicked 73% more often than banners. (SEO Tribunal, 2019)
  • Consumers are blind to 92% of online ads. (SEO Tribunal, 2019)
  • 54% of users don’t trust banner ads, and they don’t click on them. (SEO Tribunal, 2019)
  • In 2019, Amazon spent $6.8 billion in advertising. (Ad Adage, 2020)
  • Ad spending for the top 200 US advertisers reached an all-time high, climbing up to 4.6% in 2020. (Neustar Fabrick, 2020)
  • In 2019, the advertising economy is worth $239 billion. (Visual Capitalist, 2020)
  • Amazon’s advertising spend in 2019 is worth almost $7 billion, making them the biggest advertising spender in the US. (Visual Capitalist, 2020)
  • In 2019, Amazon spent $21,000 per minute on advertising and promotion. (Visual Capitalist, 2020)
  • For insurance seller United Services Automobile Association, ad spending surged to 69%. (Ad Adage, 2020)
  • The advertising market is expected to decline by 13% in 2020. (Visual Capitalist, 2020)
  • Advertising spend for the 2020 US election is worth over $7 billion, making it the most expensive election of all time. (Visual Capitalist, 2020)
  • In 2019, programmatically sold advertising was worth $106 billion. (Zenith, 2020)
  • Meanwhile, experts predict that by 2020, programmatic ad spending will be worth $127 billion, and will further grow by another $20 billion in 2021. (Zenith, 2020)
  • In 2019, programmatic ad spending accounts for 69.2% of the total global display ad spend. (Zenith, 2020)
  • In 2019, global TV advertising spending amounted to more than $176 billion. (Statista, 2019)
  • Meanwhile, global radio advertising is expected to grow between 2020 and 2022, ultimately reaching $30.3 billion. (Zenith, 2020)
  • As for magazine ads, global ad spending amounted to $24 billion in 2019. (Zenith, 2020)
  • In 2019, digital advertising amounted to $325 billion. (eMarketer, 2019)
  • Growing at an impressive rate, it is expected to surpass $526 billion by the year 2023. (eMarketer, 2021)
  • From digital advertising alone, Google generated $134 billion in revenue in 2019 fiscal year. (Statista, 2020)
  • In comparison, Facebook and Twitter made $69 billion and $2.99 billion on ads respectively in the same year. (Statista, 2020)
  • By 2022, the Internet will serve as the largest advertising medium, accounting for more than 54% of global ad expenditures. (Zenith, 2020)
  • Due to the growing number of players in the gaming industry and rapid technological advancements, the in-game advertising market is expected to grow to $10.97 billion in the next few years, with a CAGR of nearly 20%. (BusinessWire, 2020)
  • Meanwhile, video ad spending is projected to grow to $30.9 billion. (BuyShares, 2020)
  • On the other hand, banner ad spending is forecast to rise to $58.6 billion in 2021. (BuyShares, 2020)
  • Global digital ad spending is expected to grow in the following years, hitting over $447.4 billion value by 2023. (BuyShares, 2020)
  • By the end of 2021, global digital ad spend will reach $389 billion. (eMarketer, 2020)
  • In 2020, social media ad spend hit $43 billion. (eMarketer, 2020)
  • In the coming years, digital advertising expenditures are expected to increase from $129 billion in 2019 to $188 billion in 2023. (eMarketer, 2020)
  • Another forecast reveals that total digital ad spending worldwide will amount to $389 billion in 2021. (Statista [Group M], December 2020)
  • In the US, digital ad spend fell by 28% in June 2020. (WARC, 2020)

Source: Buy Shares (2020)

Banner ads and pop-ups are maybe the worst types of online ads. They can be a bit shady, especially when they do not fit in the context of the content you are reading. There are many misleading advertising tricks that, when found by customers, will cause them to hate your brand. Therefore, advertisers are looking for more engaging ways to market their brands digitally.

Most Popular Marketing Automation Software

  1. HubSpot Marketing. An advanced marketing system that can be used to manage social media accounts, landing pages, blogs, and ad campaigns. Check it’s complete feature set in our HubSpot Marketing review.
  2. Pardot. A B2B marketing platform with tools for social posting, landing page management, campaign optimization and more. To see how you can use it for advertising, read our Pardot review.
  3. SendinBlue Email. An email marketing automation software that allows users to perform trigger marketing, real-time tracking, and newsletter building. For more details, check out this SendinBlue Email review.
  4. Marketing Creatio. A flexible CRM system with tools for lead generation, content creation, and omnichannel communications, which can be helpful for ad campaigns. Take a look at this Marketing Creatio review for more information.
  5. Marketo. A marketing platform that can support inbound marketing strategies, accommodate outbound tactics, track ad spending, and perform event organization. Read this Marketo review to learn more.

Mobile Advertising Statistics

The mobile advertising market size is continuing to rise. Online searches come more and more from mobile devices. As consumers move towards this medium, advertisers have done so as well. Here are some notable mobile advertising data and statistics.  

  • In 2020, US mobile ad share represents 74% of total internet ad spending. It is further expected to rise to 76% by 2021 and 2022. (Adage, 2021)
  • A 36.2% yearly increase in mobile advertising investments in the US has been observed, reaching $49.9 billion. (WARC, 2019)
  • Ad expenditure on mobile media reached the amount of $153.3 per capita. (WARC, 2019)
  • 53% of all paid clicks come from mobile devices. (SEO Tribunal, 2019)
  • Around 36% of mobile searches are local in nature. (SEO Tribunal, 2019)
  • Mobile search ads can increase brand awareness by 46%. (SEO Tribunal, 2019)
  • 70% of mobile searchers call businesses via Google Search (SEO Tribunal, 2019)
  • 50% of mobile searchers are frustrated with the lack of call options. (SEO Tribunal, 2019)
  • Mobile increased its share of global ad spend by around 4.0pp to 23% in 2018. (WARC, 2019)
  • Mobile is expected to increase its share of global ad spend by 3.9pp to 26.9% in 2019. (WARC, 2019)
  • Global mobile ad spend amounted roughly to $189 billion in 2019, making it the fastest growing medium on the global ad market. (Zenith, 2021)
  • Mobile ad spend is also expected to grow further to $247 billion by 2022. (Zenith, 2021)
  • From 2020 to 2022, ad spend on mobile internet is expected to generate $48 billion dollars. (Zenith, 2021)
  • The mobile ad spend in 2020 was worth $61 billion. (eMarketer, 2020)

 

Mobile advertising is just picking up, but analysts expect its continued rise globally and in the US. Marketers and advertisers have to be careful with how they use it, though. Many times ads can get very annoying and interruptive. You don’t want to associate your brand with that feeling. Some of us probably have boycotted a company for being annoying. You wouldn’t want that happening to your brand. 

mobile ad share

Future of Advertising Statistics

So, where does advertising practice go from this here? It is easy to say right now that it is going to be more digital. But again, traditional media is not likely to just disappear. There is still a difference between holding an actual newspaper or report than with reading it online. We still go out of our homes, and outdoor advertising is still there. Here are some predictions on the future shape of advertising. 

  • In 2019, there were 314,900 jobs in advertising. (Bureau of Labor Statistics, 2019)
  • Jobs will grow by 10% from 2016 to 2026, with an employment change of 23,800. (Bureau of Labor Statistics, 2019)
  • The digital marketing software market size is expected to reach $105.28 in 2025. (Grand View Research, 2020)
  • Advertising and marketing teams are converging, with 59% sharing a common budget. (Salesforce, 2020)
  • Marketing and advertising teams are converging with 61% collaborating on technology adoption. (Salesforce, 2020)
  • 23% of companies rely on agencies for their display ads. (Salesforce, 2020)
  • Only 21% use data management platforms for less than a year. (Salesforce, 2020)
  • 91% of advertisers have or plan to use a data management platform. (Salesforce, 2020)
  • 59% of companies rely on internal staff for Facebook, and Instagram ad spend. (Salesforce, 2020)
  • 57% of companies rely on internal staff for Google ad spend. (Salesforce, 2020)
  • In 2018, advertisers used an average of 5.4 data sources. (Salesforce, 2020)
  • Advertisers are planning to use an average of 6.2 data sources in 2020. (Salesforce, 2020)
  • 94% of advertisers use CRM-based data. (Salesforce, 2020)
  • 95% of advertisers use demographic data. (Salesforce, 2020)
  • Second-party data use among advertisers will grow by 26% in the next two years. (Salesforce, 2020)
  • Third-party data use among advertisers will grow by 30% in the next two years. (Salesforce, 2020)
  • 65% of companies increased video advertising. (Salesforce, 2020)
  • Digital ad spending will comprise 54.2% of estimated total ad spending in the US in 2019. (eMarketer, 2018)
  • It is expected that social ad spending will grow to account for 54% of TV ad spending. (eMarketer, 2019)
  • Mobile video has been projected to grow by an annual average of 13% from 2017 to 2020. (Marketing Charts, 2018)
  • “Wired” (non-mobile) video advertising is expected to decrease with a compound annual rate of 1.5% from 2017-2022. (Marketing Charts, 2018)
  • Video game advertising is expected to reach $111 by 2020. (Marketing Charts, 2018)
  • The online advertising market is projected to have a 10.2% CAGR from 2019 to 2024. (Research and Markets, 2020)
  • Podcast advertising spending is estimated to reach $369 million this year and will increase to $747 in 2022. (Research and Markets, 2020)
  • By 2022, Internet advertising is projected to account for 54.61% of all ad spending worldwide. (Zenith, 2020)
  • Meanwhile, ad spending for television is expected to account for 25.97% of the total ad spending worldwide. (Zenith, 2020)

The Shape of Advertising to Come

Key Future Projections

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Sources: Salesforce, eMarketer

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As the advertising market expands, jobs will be created. Also, advertising and marketing are converging even further. As a result, more complex workflows arise. Therefore, the market will need insightful and technology-savvy professionals to support the demand for connecting brands and consumers. Attention is still a valuable commodity. Advertisers are most likely going to fight for it more on online and mobile advertising platforms with a mix of traditional media as well. Furthermore, we should expect the rise of other media in a hybrid format. Podcasts mix the attraction of radio with a digital platform. Advertisers should consider placements and sponsorships as this medium gets more popular.

Advertising During the COVID-19 Outbreak Statistics

As a rule of thumb, advertising spend follows the rise and fall of any economy’s GDP. Since global GDP has risen from 3 to 6% over the last decade, the advertising market has also grown with it. As of 2019, the advertising market reached around $646 billion, and it was forecast to grow to $865 billion by the year 2020.

In light of the COVID-19 pandemic, however, the entire advertising landscape has experienced major disruptions. With the global disease outbreak changing consumer behavior, the advertising spend in each country has also followed in response. Let’s take a look at the following statistics to see how the COVID-19 affected the global advertising market.

  • In 2020, countries in Europe saw an average reduction of 9% in their advertising spend. (Publicis, 2020)
  • In China, the year-on-year revenue generated from advertising spend fell down to 15% in 2020. (Publicis, 2020)
  • 24% of media buyers, planners and brands have paused their advertising spending until the end of the second quarter of 2020. (Interactive Advertising Bureau, 2020)
  • Meanwhile, 73% of advertisers have developed and modified their assets since the start of the pandemic. (Interactive Advertising Bureau, 2020)
  • 73% of advertisers held back their campaign launches, while 53% are planning to ramp up or resume their advertising spend over the summer period. (Impact, 2020)
  • As traditional advertising spend decreases, marketers expect a 66% increase in social media content creation. (Impact, 2020)
  • During the pandemic, 37% of consumers reveal that they prefer advertisements that give them a sense of security and make them feel a sense of normality. (Impact, 2020)
  • Meanwhile, 31% say that they like advertisements with a positive message. (Impact, 2020)
  • 73% of Internet users plan to continue consumption of online videos after COVID-19. (WARC, 2020)

advertisers holding back ad campaign launches

Some Insights into the Future

From what we can see now, digital and mobile advertising are on the rise. As a result, technologies like mobile marketing software are in demand. However, experts warn us that putting ads up is not enough. Audiences appreciate engaging ads and are averse to interruptions. Therefore, advertisers should partner up with publishers with content that are relatable to their brands. This could mean placements in podcasts and other influencers. 

Still, it can be wise to set aside some budget for big-name influencers with millions of followers. But, you can also choose to target relatable nano-influencers or those with just thousands of followers for paid social media advertising. This is a form of niche advertising. As a result, messages will reach their intended audiences with higher accuracy.  

As eMarketer suggested, big-name influencers may even have fake followers. In addition, their reach might be too broad, as well as their content. If you sell a highly-specialized product or service, they might not be the best choice. Therefore, you should consider advertising with nano-influencers with loyal fanbases. 

The time is ripe to scout for nano-influencers. These nano-influencers exist in many forms, from social media personalities to podcasters. These could even be websites with an affiliate advertising core

Of course, “traditional” online advertising can also help you expand your reach, especially with search advertising. However, you are to round this out with an engaging social presence. Further, both of them are totally different beasts. Clearly, search advertising is a pull-type of advertising, while social media can both pull audiences and push your brand actively to them. Therefore, your social media staff is expected to manage complex balancing acts in social networks. Most importantly, they should know what the right messages are, the best times to post on social media, and the types of audiences you have.

Social networks are pretty dynamic. Also, interactions happen in real-time. Certainly, you will find it hard to switch between different platforms and engage different kinds of audiences at once. It is good to remember that social media management software can help you with this. 

Whether you are an agency or are part of the advertising or marketing team of your company, the next two years will likely set off new practices and challenges. Experts tell us that technology will be a big part of this change. Therefore, finding the right technology is key to today’s markets. You may still employ traditional media as your market requires. However, going online shouldn’t just be on your horizon. It should have been there years ago. 

 

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  31. Technavio. (2020, November 20). In-Game Advertising Market Size to Grow Almost $11 Billion amid COVID-19 Pandemic | Forecasting Strategy for the New Normal. Business Wire. https://www.businesswire.com/news/home/20201120005596/en/In-Game-Advertising-Market-Size-to-Grow-Almost-11-Billion-amid-COVID-19-Pandemic-Forecasting-Strategy-for-the-New-Normal-Technavio
  32. Williamson, D. (2020, January 15). US Social Trends for 2020. Insider. https://www.emarketer.com/content/us-social-trends-for-2020
  33. Wurmser, Y. (2020, April 22). US Mobile Ad Spending 2020. Insider. https://www.emarketer.com/content/us-mobile-ad-spending-2020
  34. Zenith Media. (2019, November 25). Programmatic adspend to exceed US$100bn for the first time in 2019. https://www.zenithmedia.com/programmatic-adspend-to-exceed-us100bn-for-the-first-time-in-2019/
James Anthony

By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.

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