Dentsu: return of travel and car adspend to boost 2022 recovery

Global advertising investment is predicted to grow by 9.2% this year according to  latest Global Ad Spend Forecast report.

This is the second consecutive year of growth and is 4.7 percentage points higher than real GDP growth projections defined by OECD Economic Outlook.

Another sign of recovery, following the market disruption caused by the global Covid-19 pandemic, is that confidence in the travel and automotive sectors will rise. The sectors are forecast to contribute respective adspend increases of 10.3% and 7.6% in 2022.

Dentsu’s biannual report examines data from 59 markets and forecasts that $745bn will be spent this on advertising year, building on “a stronger than expected recovery” in 2021.

The report also forecasts digital and TV to be “the two powerhouses driving global adspend” in 2022, slated to grow 14.8% and 7.9% respectively.

Digital adspend is set to make up the highest proportion of total adspend at 55.5% or  $408bn this year.

OOH and cinema is expected to have double-digit growth in spend in 2022 with  12.8% and 23.4%, according to the report.

Quarter by quarter on a like-for-like basis, Q1 2022 investment is anticipated to expand by 8.9% linked to the Winter Olympics and Paralympics, Q2 and Q3 are expected to grow by 10.3% and 10.7% each and Q4 is predicted to grow by 9.2% as the FIFA World Cup Qatar coincides with the run-up to Christmas.