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RESEARCH, ANALYSIS & TRENDS

• Asia Pacific: Regional advertising investment is Trends by product category
projected to increase by 12.8% this year to top (Five largest in 2022)
$200bn for the first time. This will be driven by the
Chinese ad market, which is expected to grow by
16.3% to top $100bn for the first time. Japan • Telecoms & utilities: The quickest growing cate-
(+8.9% to $44.4bn) and Australia (+11.6% to gory pre-pandemic shows no sign of slowing as
$12.2bn) are also set for full recoveries this year. advertising spend is expected to grow almost twice
India, however, will see strong growth (+16.1% to as quick as the wider ad market in 2021 and 2022.
$8.2bn) but 2021 investment will not fully recover Total investment will increase by 21.1% this year
2020's losses. and then 11.2% next year to reach a projected
$95bn, extending telecoms & utilities' lead as the
• Europe: Spend in Europe is expected to rise by largest advertising category.
12.1% this year to reach $154.6bn, with 6.5%
growth projected for 2022. Spain (+16.6% to • Media & publishing: Advertising spend from me-
$7.6bn) and the UK (+15.5% to $33.3bn) will be dia brands is expected to top $70bn worldwide this
the quickest growing major markets this year. Rus- year for the first time, growing 18.3% (the third
sia (+14.4% to $9.3bn), Italy (+11.9% to $9.9bn), quickest rate) and easily surpassing the mild de-
France (+11.4% to $15.7bn) and Germany (+9.7% cline last year. Further growth of 6.9% is expected
to $26.6bn) will also see strong growth, though in 2022, with online media expected to take an al-
Spain and Russia will not recover all of 2020's most three-quarters share of total investment, up
losses this year. from one-quarter in 2013.

• Latin America: Ad investment is projected to rise • Business & industrial: Investment from business
by double-digits in both 2021 (16.9%) and 2022 advertisers is forecast to rise by double-digits
(11.1%) to reach $24.8bn next year. However, this (10.6%) this year to equal $69.3bn. Growth of
is still down 7.8% from 2019 levels owing to a 7.7% is expected in 2022, the third quickest rate
steep contraction in 2020, particularly in the re- that year, which will take total ad spend to $74.6bn
gion's largest market – Brazilian ad spend (in US and within touching distance of overtaking media &
dollar terms) fell by more than a third in 2020, with publishing as the second largest category.
22.3% growth projected for this year and a 12.4%
rise expected in 2022 (to reach $13.2bn). • Retail: A cut to advertising budgets of $6.2bn last
year will only just be recovered this year – invest-
• Middle East: Following a one-quarter decline in ment is projected to rise by 11.1% to reach $66.2
spend last year, regional advertising growth will be in 2021, just 0.6% higher than pre-pandemic
6.2% this year and will then accelerate to 15.1% in spends in 2019. WARC Data's analysis of compa-
2022. This puts total investment at $13.2bn next ny reports also finds that while some retailers were
year, $1.2bn less than the pre-pandemic level in modest in their ad cuts last year, like Amazon (-
2019. 0.9%) and Best Buy (-2.5%), others were more
severe – Walmart (-13.5%), Carrefour (-22.8%)
• Africa: Spend is projected to rise by 9.7% this year and TJX (-34.5%) cut their ad spend by double-
to reach $6.2bn, with further growth of 7.3% ex- digits in 2020.
pected for 2022.
• Financial services: Steep cuts to automotive ad-
vertising last year has pushed financial services
into the top five largest categories. Total invest-
ment is projected to rise by 17.9% in 2021 and this
will push spend above $50bn for the first time. Ad-
ditional growth of 7.0% is expected next year, fur-
thering its lead over sixth placed automotive.
A sample report of WARC's Global Ad Trends: Ad In-
vestment 2021/22 is available for all here. ◊

By MediaBUZZ

20 July 2021: Mobile Marketing & Analytics