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The global advertising market continues its momentum



The television market should have a good year with growth of 3.6%, taking full advantage of the effect of the FIFA World Cup which will take place between November and December in Qatar. PAWEL KOPCZYNSKI/REUTERS

According to Dentsu forecasts, it should grow by 8.7% in 2022 and 5.4% in 2023.

The economic clouds are gathering more and more, but the global advertising market is still on a very strong growth dynamic in the wake of a year 2021 marked by a strong rebound. According to forecasts by Japanese advertising group Dentsu, global ad spending is expected to grow another 8.7% in 2022, reaching $738 billion by the end of the year.

As always, this market is driven by the boom in digital advertising, which should again achieve a growth rate of 14.2% this year to reach 410 billion dollars, or 55% of the total on its own. In this niche, video continues to gain momentum thanks to new TikTok formats imitated by Instagram, a subsidiary of the Meta group. The purchase of space in digital media also shows a significant growth rate of 21.9%, while the “search” is below the average with an increase of 12.9% but in favor of a weak number of players, Google and Amazon.

The market…

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