Digital Ad Spend by Country
Recent data shows that global digital ad spend is set to rise by 10.9% this year, reaching $667.58 billion. The fast-moving consumer goods (FMCG) industry has the biggest share of the total ad spend, with 21.6%. In other words, more than one-fifth of the overall expenditure on digital ads is set to come from companies in the FMCG sector. This is followed by the retail industry, with 12.3% of the market share.
But what about in terms of country? Which nation is spending the most on digital advertising? Here’s a breakdown of the digital ad spend by country.
Digital ad spend by country: table
|
Country |
Digital ad spend in 2023 |
|
1. United States |
$263.89 billion |
|
2. China |
$136.1 billion |
|
3. United Kingdom |
$32.66 billion |
|
4. Japan |
$21.2 billion |
|
5. Germany |
$11.74 billion |
|
6. Canada |
$10.77 billion |
|
7. Australia |
$10.52 billion |
|
8. France |
$7.97 billion |
|
9. Brazil |
$7.73 billion |
|
10. South Korea |
$5.81 billion |
Digital ad spend by country: 2023
According to a recent analysis of digital ad spend by country, the United States spent the most on online advertising in 2023. Its total ad spend came up to $263.89 billion. This is followed by China, whose digital ad expenditures hit $136.1 billion, slightly more than half of the spending by the US. In total, the US and China spent nearly $400 billion on online ads in 2023.
Third on the list ranking digital ad spend by country is the United Kingdom. In 2023, the UK spent $32.66 billion on online advertisements. This is followed by Japan, which spent $21.2 billion. Germany rounds out the top five nations on the list of digital ad spend by country, with an expenditure of $11.74 billion.
Canada is the country with the sixth-largest digital ad spend. In 2023, companies there spent $10.77 billion on online ads. Australia and France follow, with $10.52 billion and $7.97 billion, respectively. Brazil ranks ninth on the list breaking down digital ad spend by country. Expenditure there totaled $7.73 billion. South Korea rounds out the top 10, with $5.81 billion.
Digital ad spend by country: 2023 growth
|
Country |
Digital ad spend growth (2023) |
|
1. Peru |
20.0% |
|
2. Argentina |
19.2% |
|
3. Chile |
17.0% |
|
4. India |
16.5% |
|
5. Colombia |
16.0% |
|
6. Mexico |
14.5% |
|
7. Russia |
13.3% |
|
8. Indonesia |
12.1% |
|
9. United States |
12.0% |
|
10. Turkey |
12.0% |
With the number of internet users worldwide rising year after year, it should come as no surprise that many countries are increasing their expenditures on online ads.
In 2023, Peru experienced the biggest growth in digital ads expenditure, as spending rose by 20%. Argentina and Chile followed close behind, with 19.2% and 17%, respectively.
The country with the fourth largest digital ad expenditure growth in 2023 was India, with 16.5%. Colombia rounded out the top five, with an increase of 16%.