DIGITAL AD SPEND REACHES US$753 BILLION GLOBALLY IN 2026 - JUNIPER RESEARCH

KUALA LUMPUR, Feb 7 (Bernama) -- A new Juniper Research study found that global digital advertising spend will increase from US$407 billion in 2022 to US$753 billion in 2026; representing growth of 85 per cent. (US$1 = RM4.183)

The report found that mobile in-app revenue will account for 56 per cent of global spend by 2026, according to a statement.

The new research, Digital Advertising: Emerging Trends, Key Opportunities & Market Forecasts 2022-2026, found that whilst privacy changes from Apple and Google are restricting the potential for effective ad attribution, there are still major opportunities.

The availability of the SKAdNetwork on iOS, for example, is a major opportunity for advertisers to access aggregated data; allowing them to target areas primed for growth, such as child-safe applications.

The report predicts total mobile in-app advertising spend will increase from US$201 billion in 2022 to US$425 billion in 2026, as brands strive to secure consumer trust. It urges enterprises to clearly outline their data collection, storage, and usage policies, in order to optimise opt-ins.

In addition, the report anticipates that desktop advertising spend will increase from US$97 billion in 2022 to US$142 billion in 2026, despite a diversion of spend towards handheld devices and the implementation of data protection regulation impacting cookie policies.

The research identified video as a key channel for advertisers, with video ad spend expected to grow by 63 per cent over the next four years, as the success of popular distribution channels, such as TikTok and YouTube Shorts, continues to drive demand for video advertising and justify premium charges.

Therefore, the research urges marketers to ensure that video ads are optimised for smartphone and tablet consumption, in order to maximise return on investment.

Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.

-- BERNAMA