To The Bone Digital

We expect the economic recovery, which Morningstar forecasts to continue through 2025, will drive solid overall advertising growth in the United States.

We foresee a 12.6% increase in total ad spending this year and 9.5% growth in 2022. Within this market, we project that digital advertising will grow 22.5% this year and 17.5% in 2022, continuing to take share as it provides more flexibility, does not require up-front commitments, is more quickly and easily measurable, and allows for adjustments in real time.

Regulatory risks, such as possible limits on data utilization, remain. But given the continuing transition to digital by consumers and businesses, we expect advertisers to keep increasing their digital ad spending.

Digital Advertising Market Remains Strong Amid Regulatory Risks Growth is priced into most valuations, but the top advertisers still have our attention.

Global advertising expenditure will grow 11.2% in 2021, driven by significant demand for performance-led e-commerce advertising and brand advertising on online video, according to Zenith’s latest ‘Advertising Expenditure Forecasts’ report. Advertising expenditure will total USD 669 billion this year, USD 40 billion more than was spent before the pandemic in 2019.

Digital to take 58% share of market in 2021: Zenith report | Advertising | Campaign Asia Report predicts growth in ad expenditure will remain robust in the medium term