Tough Times Ahead: Global Digital Ad Forecast for 2022-2024

According to research from Insider Intelligence, global digital ad spend worldwide was not as robust in 2022 as previously expected, and the forecast for the next two years has been downgraded. The original forecast, released in 1Q22, predicted a 15.6% year-over-year growth, however the updated forecast predicts only 8.6% growth.

The researchers have made the biggest downward adjustment to the Twitter forecast, now expecting growth to remain essentially flat for the next two years. Meta's ad business is expected to drop for the first time ever in 2022, contracting by 2%. The forecast for Google's ad revenue has seen the smallest downward adjustment, with 2022 revenue now expected to be just 2.8% below the 1Q23 expectation.

The forecast was based on an analysis of quantitative and qualitative data from various sources, as well as interviews with top executives. It is likely that the global digital ad spend will continue to be impacted by these changing forecasts in the coming years.