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Worldwide Brand Versus Direct Response Advertising Spending Forecast, 2022–2026

Publisher IDC
Published Mar 30, 2022
Length 7 Pages
SKU # IDC17066980

Description

Worldwide Brand Versus Direct Response Advertising Spending Forecast, 2022–2026

This IDC study forecasts total worldwide digital advertising spending and then breaks it down by brand advertising spending versus direct response advertising spending, and further by digital advertising formats, namely display and video, search, and other advertising. This forecast covers the years 2022–2026. The underlying data is sourced from IDC's Worldwide Digital Advertising Market Model, 4Q21."Advertising spending will go into channels and formats that lend themselves more readily to direct response than brand advertising campaigns, driving more spending into the former", said Karsten Weide, program VP of Media and Entertainment, IDC. "The drive to more automation, specifically to dynamic creative optimization — that is, the automated generation of ad creatives — will support that trend."

Please Note: Extended description available upon request.

Table of Contents

7 Pages
IDC Market Forecast Figure
Executive Summary
Advice for Technology Suppliers
Market Forecast
Market Context
Drivers and Inhibitors
Drivers
Advertising Automation
The Impact of COVID-19
The Shift from Desktop to Mobile Advertising
The Shift from Mobile Browser-Based Advertising to In-App Advertising
Inhibitors
CTV
Significant Market Developments
Changes from Prior Forecast
Market Definition
Methodology
Related Research

Pricing

Currency Rates
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