Global Ad Spend Forecasts Embargoed January 2022 until Weds 26 Jan 10:00GMTEmbargoed Contents Top 10 Ad Spend Trends in 2022 3 Market Focus 29 until Weds 26 Jan 10:00GMT Global Outlook Media Outlook Digital 4 12 12 15 17 Americas 29 Europe, Middle East, and Africa 31 Asia-Paci?c 34 37 39 43 44 46 Television Industry Lens Print Brand Recommendations Assumptions and Methodology References Out-of-Home (OOH) Radio 19 21 23 26 Cinema About dentsu international Perspective on Ad Spend and Sustainability 2. Ad Spend 2022Top 10 Ad Spend Trends in 2022 1. Ad spend forecasts show global growth of 9.2% in 2022, with the advertising market reaching US$745.0 billion, exceeding the 2019 prepandemic spend levels by US$117.2 billion. 6. Digital spend is forecast to account for a 55.5% share of global spend in 2022 and is predicted to increase to 59.4% share in 2024. Social (21.4% YOY growth), Video (18.9% YOY growth), and Search (16.9% YOY growth) are predicted to lead digital growth. 2. Growth in 2022 is nearly three times the growth of 3.4% in 2011 - second year post recovery from the global 7. The strong demand and the limited supply of TV audiences has led