For the years 2024 and 2025, the Indian ad market is expected to grow steadily by 15.5% and 14.9%, respectively.

Overall, the global ad market growth is seen at 8% in 2022, with the overall market reaching $713.6 billion, up $53 billion. The twice-yearly report, which combines data from close to 60 markets worldwide, anticipates $740.9 billion will be spent globally next year.

Globally, the year 2022 began strongly, but a slowdown in growth was seen as the year progressed with the ad market impacted by economic uncertainty. "Over a third of the 58 markets analysed revised down 2022 growth, however despite this all regions maintain positive growth with the Americas at 13.2%, EMEA 4.3% and APAC 3.9%.”

Among all ad channels, digital is expected to reach $422.8 billion by the end of 2023, accounting for 57.1% of all advertising spending. It is expected to increase further to 58.2% share in 2024 and 59.5% in 2025. The report, however, observes the pace of digital growth is easing. “Digital spend increased by 13.7% in 2022 but is forecast to slow in 2023 to 7.2% revised down from the previous forecast of 9.3% in the July 2022 report.”

Growth is expected in almost all other channels too: Television ad spending is expected to grow by 0.2%, reaching $182.7 billion. Following the downward trend worldwide, ad spending in newspapers and magazines will continue to decline by -3.6%, but there is growth within online news and magazine spending. This is because publishers are starting to pivot from paper traditional paper formats.

The advertising market in 2023 is expected to retain a positive trajectory in all regions – APAC 4.0%, EMEA 3.8%, Americas 3.7% and in almost all markets (51 of 58), however more moderate growth is forecast at 3.8% compared to 2022. In 2024, Dentsu expects the global ad market to pick up to 4.8% and $776.9 billion, boosted by events like the Paris 2024 Olympic and Paralympic Games.

TV ads

India’s ad market to grow fastest at 14.7% in 2023: Report

Digital ad spends to surpass TV, print in 2022