KEY FINDINGS
Global advertising spending will grow by $78bn in 2021 (+14 per cent) to $657 billion, a new all-time high, following a decline of -2.5 per cent in 2020. The marketplace will continue to grow in 2022 (+7 per cent).
Advertising activity is fueled by (1) economic recovery (global GDP +6.4 per cent) benefitting key ad-spending verticals severely hit by Covid-19 last year (automotive, travel, entertainment, restaurants), (2) stronger-than-ever organic drivers to digital marketing, and (3) international sports events (Tokyo Olympics, UEFA Euro).
Digital ad formats capture most of the growth with ad sales up +20 per cent to $419bn, 64 per cent of total ad sales.
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