Global ad spend to hit $1.08 trillion in 2024 as digital and TV grow: WARC | Data

Global advertising expenditure is set to grow by 10.7% in 2024, reaching $1.08 trillion, driven by digital innovation and a resurgence in traditional media. Digital advertising dominates, with pure-play internet platforms projected to capture $741.4 billion, while retail media is emerging as a critical driver of growth, with ad spend expected to hit $154.8 billion globally in 2024. Challenges include potential disruptions from regulatory rulings, such as the US Department of Justice’s impact on Google’s search advertising revenue, and TikTok facing regulatory hurdles despite its projected 25.9% growth in advertising revenue this year.

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