1、2023 Global Ad Spend ForecastsDecember 2022 2023 dentsu|all rights reservedForewordIntroducing the 2023 Forecast2022 has proven to be another strong year of growth for the advertising industry,despite the political and economic uncertainty that surfaced.Although 2023 will also show a continued growt

2、h of overall ad spending,we can see these are gains mostly driven by inflation,rather than increased advertising volume or inventory sales.In the coming pages,our latest Global Ad Spend Forecasts report will explore the key trends seen in the data from across the globe and within specific sectors.An

3、d,more importantly shine a light on what this means for the industry,brands and media owners as we look towards a year with increased pressures and demands on advertising dollars.For example,with the increased business focus on immediate gains to help ride out this temporary economic slowdown,we sho

4、uld expect to see more performance campaigns prioritised,which in turn will impact the channel mix.This is likely to be one of the main reasons we are seeing such strong growth in Digital in the short term,taking up a large percentage of all spend in 2023.History has already proven to us what can be

5、 achieved in tougher times,with exceptional advancements and innovation across the entire media ecosystem.As we move into 2023,we predict that we will experience the same levels of creative thinking in plans,the emergence of new media solutions and an even greater emphasis on sustainable advertising

6、.We hope this report will provide both a robust benchmark and strong starting point for shaping your strategy and your campaigns in the years to come.Peter Huijboom Global CEO,Media&Global Clients,dentsu international2.2023 Global Ad Spend ForecastsTop 10 Ad Spend Trends into 2023Global OutlookMedia