Worldwide Digital Ad Spending
eMarketer estimate worldwide digital ad spending will rise 19.1% in 2017 to reach $228.44 billion, accounting for 39.1% of total media outlays. Growth will remain in the double digits through 2020, driven by mobile investments.
North America will be the largest digital advertising market in the world this year with $87.89 billion, or 38.5% of global digital expenditures. However, experts expect Asia-Pacific to surpass North America in digital outlays for the first time in 2018. Asia-Pacific’s digital ad spending already accounts for a larger share of total media outlays, at 43.9% this year vs. 40.7% for North America, with much of this driven by digital advertising activity in China.
Western Europe will account for 16.7% of global digital ad investments in 2017, equating to $38.26 billion and placing the region third worldwide. Central and Eastern Europe’s share of global digital advertising will be much smaller at 2.7%, or $6.14 billion. Digital’s share of total ad budgets in each of these regions is comparable, approaching 40% this year due to each market’s digital maturity.
Digital will be less of a factor for advertising campaigns in the Middle East and Africa and Latin America, accounting for 15.7% and 22.5% of total media ad investments this year. Even as the regions gain digital maturity, digital will remain a much smaller factor in advertising than the rest of the world. By 2021, digital will capture 25.8% and 29.7% of total ad budgets in Middle East and Africa and Latin America, respectively.
Worldwide Mobile Ad Spending
Mobile ad spending overtook global ad outlays on desktop/laptop in 2016, and this gap will continue to widen through the forecast period. Advertisers will allocate $142.78 billion to mobile ad spending in 2017, up 33.6% from the previous year. Mobile ad formats—which include spending on search and display advertisements served to mobile phones and tablets, but excludes SMS, MMS and peer-to-peer (P2P) messaging-based ads—will make up 62.5% of digital ad expenditures and 24.4% of total paid media worldwide this year.
Improving mobile broadband speeds for page buffering and video streaming are encouraging advertisers to invest more in the format. This competition—notably on Facebook—is driving higher ad prices and spending growth. experts estimate worldwide mobile ad spending will nearly double between 2017 and 2021, and will account for three-quarters of digital ad outlays by the end of the forecast period.
The US will spend more on mobile advertising than any other country in 2017, with outlays reaching $58.38 billion, or 40.9% of the global mobile market. The US will remain the top mobile advertising market throughout the forecast period. On a regional level, Asia-Pacific will surpass North America in worldwide mobile advertising by 2019, largely on the strength of mobile investments from China.
Mobile ad spending worldwide will increase 33.6% in 2017 and will continue to climb at a robust pace throughout the forecast period. This year, gains will be in the triple digits for Argentina—due to its inflation—as well as in Peru, the Philippines and Vietnam. Even the two most invested markets in mobile, China and the US, will see ad outlays increase 38.5% and 25.0%.
- By 2021, digital will capture 25.8% of total ad budgets in Middle East and Africa.
- By end of 2021, worldwide mobile ad spending will account for three-quarters of digital ad outlays.
- This year, mobile will account for 24.4% of total ad expenditures.
- Advertisers will allocate $142.78 billion to mobile ad spending in 2017, up 33.6% from the previous year
Find below another interested article about digital Ad Spending globally