Where will ad spending go in the next few years?

When it comes to the advertising scenario, it is clear to see the popularity that digital channels have gained today, after all they concentrate a large amount of public that is of the total interest of brands and companies, for example, we recently saw that among the main channels for brand and product discovery are search engines, social media ads, and brand or product websites. However, another piece of information that the shared information revealed is that not everything is about digital as there are more channels that brands are reaching to send their messages to buyers.

Recently, the agency Dentsu shared projections and historical data of how advertising investment has behaved in the world to give a reflection of the context and what is to come. As can be seen in the graph below, the dominance of digital is more than evident.


Throughout 2019 and 2020, it concentrated the largest participation in terms of resources invested by brands and companies, having as percentages 42.8 and 48 percent respectively. And on the other hand, the projection of the firm for this year and next; Taking as a reference or based on the belief that an effective vaccination program for the pandemic has already been consolidated, enabling key events to take place in the media, it is to continue increasing that percentage of participation to reflect 50 percent this year and 51.2 percent. cent in 2022.

However, also with interesting percentages of participation is television, for this year and the following the projection is that they manage to cover 29.9 and 29.6 percent of the investment, respectively. However, it is notorious that this participation has fallen a bit compared to the figures reported in the last 2 years, this precisely because of the relevance that the digital section of advertising has gained, but there is still enough opportunity to continue generating results.

Away from TV and the digital section, it is also possible to see how to a lesser extent the investment has been maintained and will continue for channels such as Out-Of-Home or outdoor advertising, advertising on the radio and in newspapers and magazines. In these cases, the bad news seems to be for advertising in the print media since they are the ones with a downward forecast in terms of advertising spending, in the case of newspapers for this year the participation is expected to drop from 5.7 to 5.3 percent and then 4.7 percent in the following period, while for magazines it would go from 3.9 to 3.2 percent and then to 2.8 percent.

And of course, the most tragic case is that of advertising in cinemas, which is maintained with the least participation, and not many changes are expected. During 2020, at the height of the pandemic, its participation fell compared to 2019, while for this year and 2022 it is expected to remain at 0.4 percent according to agency data.

With the above information it is then that you can have a more understandable picture of where advertising is moving globally. As we already mentioned, the approach that exists in the digital section is clear, so strategies must increasingly take into account the different options present there to carry the messages of the brands.