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PUBLISHER: IDC | PRODUCT CODE: 1068211

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PUBLISHER: IDC | PRODUCT CODE: 1068211

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

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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."

Product Code: US48959621

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

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