Page 6 - AeM_December_2021

RESEARCH, ANALYSIS & TRENDS

Ad trade is on course to reach a value

of $1trn by 2025

New advertising spend forecasts for 100 markets zon are intending to increase that spend. A full 66% of
worldwide show that the global ad market has advertising professionals are planning to up spend on
thus far largely weathered the impact of COVID- TikTok next year, while YouTube (61% of surveyed
19 and is on course to reach a value of US$1trn practitioners), Instagram (60%) and Google (57%) are
in 2025, with more than half of this money paid to also set to benefit from higher spend in 2022.
just three companies: Alphabet, Meta and Currently though, WARC finds that all product sectors
Amazon.
are projected to top pre-COVID investment next year,
This is according to WARC, the international marketing while most sectors were able to record a full recovery
intelligence service, which publishes the findings as this year. Notable exceptions include transport & tour-
part of its new WARC Data Premium suite. ism, which led growth with an absolute increase of
$12.5bn this year but is still almost $2.9bn down on pre
Following on from a meteoric 23.8% rise to a total of -pandemic spending levels.
US$771bn this year – the strongest growth in WARC’s
four decades of market monitoring – advertising invest- “Despite potential headwinds, market data show that
ment is forecast to rise by a further 12.5% and 8.3% in we are currently witnessing a boom in advertising trade
2022 and 2023 respectively, with e-commerce plat- like none seen before, led by increased demand for
forms set to lead this growth. retail media and ancillary publishers such as Google
and Instagram, which is now the world’s largest social
The findings are accompanied by a proprietary survey platform. Our projections show that this trend is set to
recently carried out for WARC's Marketer's Toolkit continue, with Alphabet, Meta and Amazon now on
2022, of 1,500+ marketing practitioners, which shows track to account for more than half of an advertising
that two in three already committing budgets to Ama-

6 December 2021: Customer Journey Analytics