Zenith: Digital advertising investment to exceed 60% of global spending by 2022

The marketing and advertising agency Zenith revealed in its latest report that it forecasts a growth in investment in advertising in digital media, which by 2022 will reach 61.5% of total spending, the highest figure it would have reached so far. In addition, he predicted that global ad spend will continue to rise, and after closing 2021 with USD 705 billion, it could reach up to USD 873 billion by 2024.

After two hard years of pandemic and a recession in 2020, the advertising market began to recover, and after having grown 15.6% in 2021, the European agency estimates that it will increase another 9.1% by 2022. In the TV industry, the advertising business has advanced rapidly at a technological level in recent years, and more and more digital opportunities are available to operators and services. On December 14, Dataxis will hold its first edition of the Nextv Ad USA virtual event, which will bring together executives from companies such as Disney Advertising Sales, Roku, ViacomCBS, Comcast Advertising and WarnerMedia Ad Sales, among others, to talk about the evolution of advertising on television and the advent of addressable advertising.

Jonathan Barnard, director of forecasting at Zenith, explained about the prediction: “As consumers increasingly rely on digital technology to connect and entertain them, and to inspire and fulfill their purchases, advertising is playing a bigger role. to drive sales and growth of the brand”. “Over the next three years, we expect the advertising market to achieve its highest sustained growth rate since 2000“, he added.