Global advertising will grow 14% to hit USD 657 billion in 2021, a new all-time high, following a decline of -2.5% in 2020. The marketplace will continue to grow in 2022 (+7%), global advertising Magna says in a forecast.
“The acceleration in ecommerce and digital marketing adoption that started during COVID, continues full speed into 2021, fueling digital advertising spending from consumer brands as well as small and DTC businesses.”
- Advertising activity is fueled by (1) economic recovery (global GDP +6.4%) 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% to $419bn, 64% of total ad sales.
- Linear ad sales are slower to recover but will stabilize full-year (+3% to $238bn).
- All 70 ad markets monitored will expand again this year with China (+16%) and the UK (+17%) among the largest increases.
- The US market will grow by $34bn (+15%, strongest growth rate in 40 years) to reach $259 billion, with digital ad sales up +20% and non-political linear ad sales up +4%.
- Linear ad sales still represent the bulk of ad revenues for traditional media owners and their continued stagnation will trigger a wave of consolidation in the media industry, aimed at competing with digital media players.
Global net ad revenue: