Project title

© Copyright WARC 2023. All rights reserved.

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Contents
In this report In this report 2
Takeaways 3

Search marketing is on the cusp of its most consequential Chapter 1: Search 3.0: A new era in search 4
transformation since Google first introduced its sponsored keyword 1. Search experiences are fragmenting across platforms 6
search auction over 20 years ago. 2. Retail media brings search to the point of purchase 9
3. Generative AI threatens to disrupt search behaviour 10
While the first generation of online search tools offered rudimentary
keyword-based matching, platforms more recently have used data and
algorithms to provide greater personalisation in search results. Chapter 2: Search advertising – in numbers 13
Global, Total search ad spend 14
Now a third era of search beckons – one defined as much by image or
Global, Search advertising spend by media owner 16
video as text, and by artificial intelligence and natural language
processing, in which marketers shift from targeting keywords to United States, Search advertising spend 18
targeting intent and context. Indeed, the very title of this report – Asia Pacific, Search advertising spend 19
Search 3.0 – emerged from a conversation with OpenAI’s ChatGPT tool. Clothing and accessories, Ad spend on search and social 21
Global, Search advertising cost-per-click (CPC) 25
In this report, WARC Media explores the growing role of social platforms
on search journeys, the impact of retail media on advertisers’ paid
search investments, and the rise of generative AI search. Chapter 3: Latest market intel 26

© Copyright WARC 2023. All rights reserved.

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Takeaways
1. The $256.5bn traditional 3. 40% of young internet users 5. Search is the largest media
search advertising market is search on TikTok or Instagram, channel by ad spend globally,
set for unprecedented rather than Google, when ahead of social media and
disruption from retail media, looking for a recommendation linear TV. The medium will
social discovery and for a place to eat lunch. Both command 28.3% of all ad
generative AI chatbots. platforms are set to launch investment worldwide in 2023,
search ad businesses. with traditional search spend
2. Retail media networks are up 6.2% year-on-year.
winning share of search spend. 4. A race has begun to develop
The ‘total search’ market – the most compelling AI chatbot 6. Over half (56%) of advertisers
incorporating retail media search product. Microsoft plan to increase spend in online
search spend on platforms like plans to incorporate OpenAI’s search, a WARC survey found,
Amazon – is set to be worth ChatGPT into Bing. However, with only 5% anticipating a
$350.4bn this year, of which as it stands, Bing is only decrease. Intention to invest
over a quarter will be from retail forecast to earn a 5.2% share may have been boosted by a
media, according to WARC of the global search market in reduction in search media
Media and GroupM forecasts. 2023, per WARC Media. costs from a peak in 2021.

© Copyright WARC 2023. All rights reserved.

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 Chapter 1

Search 3.0:
A new era in search

Global Ad Trends
© Copyright WARC 2023. All rights reserved.
Project Name

The $250bn+ For so long the most steadfast form of digital

traditional advertising, search is on the cusp of an era of
search market is innovation. As consumers pivot away from
being disrupted text-based search towards discovery on social
and retail platforms, and generative AI
reinvents the search experience, Google’s
long-standing market dominance is set to
come under unprecedented pressure.

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1. Search experiences are fragmenting across platforms

Last year, Google admitted that TikTok in particular is having a clear when searching for the type of
Younger audiences around 40% of young internet users impact on search behaviour, media they cannot immediate
increasingly favour begin their search journeys with according to Tasha Amponsah- retrieve through Google.
TikTok or Instagram when looking Antwi, Director of Search at Rise at
searching for information
for a place to eat, rather than using Seven. “Whatever goes viral or is Amponsah-Antwi uses the example
and inspiration on visual
user-generated content to validate popular on TikTok tends to spill of an alcohol brand, commonly
platforms. The entrenched prior text-based searches. As over into search [on Google].” used in cocktails: “We've noticed
behaviour that made Google search evolves into a “system for that Google is not really a major
a verb two decades ago exploration”, so Google’s Take a recent trend for pink wide- platform for them. People go to
dominance of the global search ad leg jeans, started on TikTok by Pinterest for inspiration for
shows signs of being
market may be challenged. fashion retailer Zara, but one the garnishing, and YouTube is how you
seriously challenged for the
brand failed to capitalise on when actually make the cocktail. And
first time. Rival platforms hope they can claim searches for pink jeans shifted to TikTok is a hybrid of the two.”
a slice of the pie. Instagram has Google. “They weren’t tracking
revealed that sponsored content the growth of that keyword”, says As a result, search strategies may
will feature alongside organic posts Amponsah-Antwi, and so the increasingly diverge depending on
against product or category retailer missed out on potential category and demographic – with
searches, while reports suggest additional sales. fashion brands needing to adopt a
TikTok is on the verge of launching different budget allocation plan to
its own search ad proposition. Users are also turning to social CPG companies, for instance.

© Copyright WARC 2023. All rights reserved.

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A similar trend can be seen in

China, where consumers are
swapping Baidu for “vertical
The platform claims that daily
product searches have surpassed
the one billion mark. “Naturally, we
$256.5bn
search” on social platforms like have seen an industry-wide shift Global spend on ‘traditional’ search ads in 2023
RED, Douyin and Zhihu. as brand marketers reallocate (Source: WARC Media)
budgets towards this important
“When consumers leverage these platform in the consumer
platforms to search, it’s easier to journey,” says Zheng.
get the information they need. Increase
Google
Most Baidu search results provide However, while the drift towards
Stay the Bing
only text and links, so consumers visual platform search is one to same TikTok
need to filter tons of content just follow, brands may face potential Decrease
to find the right information”, hurdles in the relative lack of

56 % 53%
says Mia Zheng, Managing insights into search behaviour –
Director of Strategy and Solutions certainly compared to what
in Omni-Performance at Publicis they’re used to with AdWords
Groupe China. and Google Trends, that is.
of marketers worldwide of marketers expect
expect to increase ad to increase spend
Douyin – like TikTok, owned by Managing search across multiple investment in search in with Google in 2023,
ByteDance – has become notably media owners, when some 2023 vs 76% with TikTok
central to Chinese consumers’ provide little more than trending and 11% with Bing
online lives, from entertainment hashtag data, will require a new
and inspiration to shopping. approach to campaign analytics.
Source: WARC, The Marketer’s Toolkit 2023
© Copyright WARC 2023. All rights reserved.
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“It's important for brands to create a

seamless search experience. How do
you meet people at the endpoint of
search and then drive them to the place
you want them to go?”

Tasha Amponsah-Antwi
Director of Search
Rise at Seven

© Copyright WARC 2023. All rights reserved.

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2. Retail media brings search to the point of purchase

The explosive growth in retail media incorporating retail media search search and retail media are
Rising e-commerce spend investment is well-documented: spend – is set to be worth $350.4bn measured. While some metrics –
by consumers requires ad spend in the channel is expected this year, of which over a quarter cost-per-click (CPC), for instance –
marketers to rethink their to rise 10.1% this year, reaching will be from retail media, per WARC may span both channels, retail
approach to paid search $122bn, according to an analysis Media and GroupM forecasts. media is discussed in the lingua
and SEO, and particularly by GroupM and WARC Media. franca of commerce.
how their brands show up This means greater organisational
towards the bottom of the The majority of retail media is complexity for brands, says Rita Retail media costs are also a
purchase funnel. search-orientated – i.e. a Harnett, E-commerce Partner at concern. Competition for the
sponsored format displayed in Wavemaker: “CPG companies have narrower range of inventory
response to a written user prompt – a certain way of operating, with available on retail media is pushing
and tends to occur near the bottom media here, sales over there, and up prices. “Inflation [in retail media]
of the purchase funnel. A consumer retail media often within the sales really is a challenge”, says Harnett.
is unlikely to search for yoghurts on budget. It can be tricky to establish “We’ve seen it double and or even
Google, but such product-specific who owns what. Media agencies higher in some cases.”
searches are bread and butter for who typically work with search may
retail media platforms like Amazon. have to work with a different client As brands commit more budget
This enables brands to more clearly team for this piece of pie.” towards retail media, and the
target intent through search media. number of platforms increases,
Rita Harnett Advertisers must be aware of they may be forced to make trade-
E-commerce Partner, Wavemaker
The ‘total search’ market – discrepancies in how generic offs in where that spend goes.

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3. Generative AI threatens to disrupt search behaviour

The launch of ChatGPT, an AI global search market in 2023, per
chatbot developed by OpenAI, has WARC Media, each additional 1%
some experts predicting the demise share gained from innovation with AI
of online search as we know it. chatbots could earn the company
an additional $2.5bn in revenue. In
Rather than returning a list of links, the words of Microsoft’s Yusuf
a search on ChatGPT occurs in a Mehdi, the company “doesn’t have
more conversational manner. It is to necessarily change the entire
estimated to have become the search game to have success.”
fastest-growing app in history,
reaching 100 million monthly active The news was deemed a “code red”
users in only two months. situation by Google, which has been
building its own language model, major questions for brands, not idea of chatbot responses being
Limitations remain: ChatGPT lacks LaMDA. Google subsequently least how paid ads will fit into the partial, or skewed by sponsored
real-time data inputs, and its results rushed to launch Bard. Running on a conversational nature of keywords and brand content.
can be littered with inaccuracies. lightweight version of LaMDA, Bard the content, where a chatbot is
Nevertheless, it created sufficient will draw on live information from expected to offer a ‘truthful’ Microsoft has confirmed it is
buzz that Microsoft plans to the web to provide what it claims response rather than providing “exploring placing ads in the chat
integrate ChatGPT into its search are “fresh, high-quality responses”. users with the material to complete experience”, although remains tight-
platform, Bing. While Bing is only the task themselves. It is uncertain if lipped on how this might look in
forecast to earn a 5.2% share of the The arrival of generative AI poses users would be comfortable with the practice. It also plans to link to

© Copyright WARC 2023. All rights reserved.

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publisher source content – dwarfed by Google’s more than

Global, Advertiser perceptions of Bing
something ChatGPT did not do in one billion consumers. Microsoft’s %, advertisers that think Bing performs WORST in
its trial phase. aspirations to challenge Google’s relation to other digital platforms
dominance may also be hindered
“As tools [like ChatGPT] further by perceptions of the tools
evolve, we will inevitably see a available to those advertising on
Audience reach & targeting capabilities 50%
change in the way search is Bing. When compared with other
displayed, and the positioning of major search and social platforms,
ad units within a user’s response”, respondents to WARC’s Access to innovative formats / tools 46%

says Georgina Wall, General Marketer’s Toolkit survey said

Advertising effectiveness /
Manager – Products and Bing performed worst against 44%
performance
Partnerships at Resolution Digital, criteria such as ad effectiveness
part of Omnicom Media Group. and audience insights. Breadth & depth of audience insights 41%

Alongside such practical Microsoft is investing heavily in its

Corporate conduct & transparency 11%
concerns, advertisers may also ad capabilities, including the 2021
worry about the risk of content acquisition of Xandr. However, Consumer privacy standards and ethical
10%
misinformation and it still has much work to do. “From use of data
“misalignment” with brand a search buying perspective,
0% 10% 20% 30% 40% 50% 60%
guidelines, Wall argues. there are still clear gaps in
sophistication of platform tools Note: Based on a survey of more than 1,700 marketers worldwide. The survey question asked:
“For each of the criteria below, which one of the following advertising platforms performs WORST,
Bing’s rising audience of 100 such as bid automation in in your opinion?” Answer choices: Bing (Microsoft), Facebook, TikTok, Amazon, Google, YouTube,
million daily active users is still comparison to Google”, says Wall. Instagram. For example, 50% of surveyed marketers agree that Bing is the worst when it comes to
audience reach and targeting capabilities.
Source: WARC, The Marketer’s Toolkit 2023
© Copyright WARC 2023. All rights reserved.
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“From now on, the [gross margin] of

search is going to drop forever. There is
such margin in search, which for us is
incremental. For Google it’s not, they
have to defend it all.”

Satya Nadella
Chairman and CEO
Microsoft

© Copyright WARC 2023. All rights reserved.

12
 Chapter 2

Search advertising –
in numbers

Global Ad Trends
© Copyright WARC 2023. All rights reserved.
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Retail media spend Global, Total search advertising spend

is incremental to
existing search USD billions, nominal

Retail media has transformed the Google Other search platforms Retail media search
search advertising market over 400
the last few years. Sponsored
Brands accounted for the majority 350

(78%) of Amazon’s ad revenue

300
last year, according to data from
Perpetua and Tinuiti – and WARC
250
Media believes keyword search
accounts for a similar share of
200
spend across other retail media
platforms, and at a similar cost.
150

When combined with WARC 100

Media’s not-retail search
advertising data, the total search 50
market may be worth as much as
$350.4bn this year (per GroupM), 0
of which over a quarter (26.8%) 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023(f)
will be from retail media.
Note: ‘Total search’ includes ad spend with traditional search platforms (e.g. Google, Bing, Baidu, Yandex) and also search formats in retail media
(e.g. Amazon Sponsored Brands). 2023 data are WARC forecasts.
Source: WARC Media, GroupM, Perpetua, Tinuiti
© Copyright WARC 2023. All rights reserved.
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Brand investment Google, Total search advertising spend

with retail media is
impacting Google %, share of ad spend

Google’s share of the traditional Google's share of traditional search spend

Google's share of total search spend
search market has remained
steady around the two-thirds 80%

mark. However, when considering

75%
retail media search spend, WARC
Media forecasts its share of ‘total 68.6% 69.3% 69.1% 68.8%
70%
67.1%
search’ is set to drop from 51.0%
65.1%
in 2021 to 50.4% in 2023. 65% 63.0%

The growth in search on 60%

platforms like Amazon requires a
55%
re-think by advertisers. Data from
51.0% 50.9% 50.4%
Tambo shows that users are more
50%
likely to search Amazon if the
category is bulky or repeatable, 45%
while Google retains the
advantage in categories like 40%
health and personal care or 2017 2018 2019 2020 2021 2022 2023(f)

consumer electricals.
Note: ‘Total search’ includes ad spend with traditional search platforms (e.g. Google, Bing, Baidu, Yandex) and also search formats in retail media
(e.g. Amazon Sponsored Brands). 2023 data are WARC forecasts.
Source: WARC Media, GroupM, Perpetua, Tinuiti
© Copyright WARC 2023. All rights reserved.
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Google remains the Global, Search advertising spend by media owner

dominant force in
traditional search %, share of traditional search ad spend

Search is the largest media Google Other search platforms Baidu Bing
80%
channel by ad spend globally,
ahead of social media and linear 69.3% 68.8%
70%
TV. WARC Media forecasts it will 65.1%
command 28.3% of all advertising
60%
investment worldwide in 2023,
with total traditional search spend
50%
worldwie reaching $256.5bn, up
6.2% year-on-year.
40%

Alphabet-owned Google is
30% 25.8%
forecast to earn $176.4bn in ad
revenue in 2023, according to 19.6% 19.7%
20%
WARC Media – more than Meta,
TikTok, Twitter, Snapchat and 9.12% 6.36%
10% 5.17%
Pinterest combined. It is, 4.15%

therefore, unsurprising that 0%

TikTok and Instagram are 2018 2019 2020 2021 2022 2023(f)
exploring how to monetise search
behaviour on their platforms. Note: 2023 data are WARC forecasts. Bing data unavailable before 2021.
Source: WARC Media
© Copyright WARC 2023. All rights reserved.
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Steady growth for Global, Search advertising spend growth

search, even in
tough times %, 10-year growth between 2014-2023
+124%
Amidst an ongoing digital ad China
market slowdown, search spend +267% Mainland

is proving to be resilient. Global ad UK

investment is forecast to grow

2.6% this year, while channels like
premium video decrease 1%. As
brands shift to performance +152%
Asia Pacific*
media, search media will benefit
and grow 6.2% in 2023. This
follows a huge 42% upswing in
search spend in 2021 and a +298%
12.5% increase last year,
according to WARC Media.
US
+313%
Global
This growth can be observed
across markets, where search ad
spend is consistently forecast to
grow faster than total ad
investment in the region.
Note: Countries and regions from Asia Pacific measured include Australia, India, Indonesia, Japan, Malaysia, New Zealand, Republic of Korea, Taiwan
Province, Thailand, Singapore
Source: WARC Media
© Copyright WARC 2023. All rights reserved.
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US paid search United States, Search advertising spend

investment nears
$100bn mark USD billions, nominal

The US comprises almost 40% of Google Other search platforms

the global search market. Indeed, 120
search is the leading channel in
the US market by ad spend. After
100
soaring growth (+32.8% year-on-
17.1
year) in 2021, WARC Media
16.6
forecasts slower yet robust 80
10.2
double-digit growth this year at
12%. This would take the US
60
search market to the cusp of the
$100bn-mark.
40 82.3
74.7
68.1
The increase in search spend
reflects a broader buoyancy in US 20 8.5
advertising, with total investment
16.5
forecast to rise 4.3% to $305.3bn
0
in 2023, only slightly behind the
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023(f)
growth forecasted in a revitalised
Chinese ad market.
Note: 2023 data are WARC forecasts.
Source: WARC Media
© Copyright WARC 2023. All rights reserved.
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Only 17% of APAC Asia Pacific, Search advertising spend

ad budgets goes
towards search USD, millions

As a highly mobile-penetrated 8,000

region with advanced social 7,280.8 7,370.2 Japan

commerce, a channel that also 7,000 Republic of

offers search potential, it’s no Korea
surprise to see APAC marketers 6,000 Australia
allocated one-third of budgets to
India
social last year. In comparison, 5,000 4,566.0
4,281.8
only 17% of APAC marketers’ New Zealand
budgets were spent on search, 4,000
3,128.4 Taiwan
ahead of OTT (9%) and audio Province
3,000
(5%), per WARC Media data. Indonesia
2,044.7
2,000 Singapore
This may in part be a result of the
1,206.6 1,152.3
rising popularity of Chinese-style Thailand
1,000
‘super-apps’, which combine social
networking, shopping and other Malaysia
0
utilities – and therefore attract 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023(f)
some of the spend that would
otherwise go towards search.
Note: All local currencies are converted to USD using International Financial Statistics (IFS) exchange rates.
Source: WARC Media
© Copyright WARC 2023. All rights reserved.
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Traditional search China, Search advertising spend

long been disrupted
in China RMB billions, nominal

Social media like Xiaohongshu Search Baidu

(RED) is the primary search engine
140 131.1
for many consumers in China. 127.0
Visual search has also been
120
trending in China for a while: 106.2
105.8
Douyin – TikTok’s Chinese version
100
– has earned additional revenue 86.3
through video search. Chinese
80
companies have also adapted 67.7
their products and services to
60
be more searchable on the app
and unlocked huge in-app
40
commerce potential.

20
Eyeing the opportunity AI can
provide for search, Baidu –
0
equivalent to Google in China –
2017 2018 2019 2020 2021 2022 2023(f)
is rumoured to be launching a
bilingual chatbot this year.
Note: 2023 data are WARC forecasts.
Source: WARC Media
© Copyright WARC 2023. All rights reserved.
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Social – used right – Global, Clothing and accessories, Ad spend on search and social
can fuel search
ad effectiveness USD, millions

Food, fashion and beauty Google Douyin Baidu TikTok Bing

categories increasingly rely on
social platforms to fuel search
4,708.6
effectiveness. However, as a
1,480.2
result of limited data insights and 2023(f) 436.6
formats within each platform, it is 354.3
354.0
often hard to pinpoint the spill-
over moment when a keyword
4,322.0
takes off on Google.
1,282.4
2022 405.4
For now, sectors like clothing and 244.0
accessories still invest heavily in 303.4

Google compared to social media.

3,926.4
However, as platforms like TikTok
968.8
and Instagram harness their first- 2021 388.4
party data to enhance audience 100.8
targeting, the value of using social 233.8

platforms for search advertising is

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
likely to grow.
Note: 2023 data are WARC forecasts.
Source: WARC Media ad spend, WARC Media product categories ad spend
© Copyright WARC 2023. All rights reserved.
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TikTok has a long United States, Google search and TikTok advertising spend
way to go to catch
up with Google USD, billions

Nearly half (49%) of all internet Google TikTok

users say they mainly use search
90
engines when finding brand or
product information, while 44% 80
use social networks, according to
70
GWI. However, Google has
maintained its dominance when it 60
comes to search spend: US ad
50
investment in TikTok is only 3% of
what is spent on Google search. 40

30
As big tech companies – many
headquartered in the US – suffer 20
from revenue decline and layoffs,
Alphabet is likely to see higher ad 10

revenue growth from search than

0
YouTube, despite efforts to 2020 2021 2022 2023(f)
revamp and compete with TikTok
through its Shorts format.
Note: 2023 data are WARC forecasts.
Source: WARC Media
© Copyright WARC 2023. All rights reserved.
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Intention to spend Google, Advertisers’ investment intentions

with Google %, all respondents
remains strong
Over half (53%) of global Increase Stay the same Decrease
advertisers surveyed by WARC
100%
for The Marketer’s Toolkit 2023 7%
report said they plan to increase 90%
ad investment with Google this
80% 33% 31%
year. While down from 59% 12 41% 38%
39% 43%
months previously, and some way 70%
short of its peak of 65% in 2020,
60%
it remains a healthy picture for the
search platform in a cooling 50%
digital ad market: only YouTube
40%
(57%) and TikTok (76%)
30% 65% 65%
performed better in the survey. 56% 59%
54% 53%
20%
More broadly, 56% of
10%
respondents said the plan to
increase spend in online search in 0%
2023, with only 5% anticipating a 2017 2018 2019 2020 2021 2022
decrease in investment.
Note: Based on a survey of more than 1,700 marketers worldwide. Survey question asked “How do you expect investment in the following digital
platforms to change in 2023?”, which has been rephrased to incorporate the previous years’ data.
Source: WARC, The Marketer’s Toolkit 2023
© Copyright WARC 2023. All rights reserved.
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A third of users Global, Use of social platform to find information about brands
search for products
on Meta platforms %, all internet users

There has been an 11% drop

among consumers saying they Facebook / Facebook Messenger 34.0%
trust online reviews, according to
GWI data. Young people in Instagram 32.7%
particular tend to use social
media to find information. GWI TikTok 24.6%
revealed that, in 2020, 19.2% of
internet users turned to TikTok to Twitter 13.3%
search and find info; last year, the
number was 27.5%. Pinterest 9.8%

This shift in search is not Linkedin 6.2%

necessarily one-way: Microsoft,
long overshadowed by Apple and Snapchat 5.3%
Google in mobile search, is
reportedly taking inspiration from Reddit 3.8%
WeChat and looking to build a
super-app that incorporates 0% 5% 10% 15% 20% 25% 30% 35% 40%
shopping, search and more.
Note: Question asked “Which platforms/services do you use to do the following (to follow/find information about products and brands)? ” Data span
from Q1 2020 to Q4 2022.
Source: GWI
© Copyright WARC 2023. All rights reserved.
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Project Name

Search advertising Global, Search advertising cost-per-click (CPC)

costs ease after
peaking in Q4 2021 USD

The surge of advertisers $0.80

increasing spend during the
pandemic helped to drive
significant inflation in search ad
costs. Brands were determined to $0.70 0.68
0.67
maintain ‘digital availability’ at a 0.65 0.65
time when other forms of 0.62
commerce and interaction with 0.59 0.60
consumers were challenged by $0.60

COVID restrictions.
0.52
The good news for marketers is
$0.50
that data from Skai shows that
search ad cost-per-click (CPC)
peaked in 2021, and has edged
downwards over the past few
$0.40
quarters – dropping 12% over the Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022
course of 2022.

Note: Data drawn from a population of approximately $9bn in advertising spend, comprising more than 3,000 advertiser and agency accounts across
40 vertical industries and more than 150 countries.
Source: Skai
© Copyright WARC 2023. All rights reserved.
25
 Chapter 3

Latest market intel

Global Ad Trends
© Copyright WARC 2023. All rights reserved.
Project Name

Global GMI: Headline Index

Search ad spend set to overtake Technology sector to spend $2bn

total premium video in 2023 on TikTok in 2023
read more read more

Amazon’s 2023 ad revenue to Automotive ad spend to decline

rival the entire global publishing 12.4% in 2023
ad market read more

read more
DOOH ad spend to grow to
Global Android users spend $11.5bn this year, outpacing
Global Marketing Budgets
nearly 24 hours on TikTok per other media channels
month read more

read more

Brand marketing key to paid

Digital advertising may be search
reaching the top of its ‘S’ curve read more

read more

Note: An index value above 50 indicates growth, below 50 indicates decline.

Source: WARC Data Global Marketing Index
© Copyright WARC 2023. All rights reserved.
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Europe, Middle East and Africa GMI: Marketing budgets by region

Italy’s ad market braced for 0.5% OOH ads that include location
decline in 2023 messaging encourage search
read more read more

Western Europe’s leading ad Connected TV to be key growth

markets to expand to €100bn this driver of programmatic investment
year in 2023
read more read more

UK audiences watch 17 min ads per European telcos allowed to Europe Marketing Budgets
day, 83% go to broadcast TV challenge big tech dominance of
read more online ads
read more

German ad market set for 3%

growth in 2023 Personalisation key to data-sharing
read more for addressable ads
read more

Note: An index value above 50 indicates growth, below 50 indicates decline.

Source: WARC Data Global Marketing Index
© Copyright WARC 2023. All rights reserved.
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Asia Pacific GMI: Trading conditions

Australia’s ad spend to reach Netflix ad tier slow to take off in

A$23bn in 2023 Australia
read more read more

China’s Gen Z internet users grow to Three e-commerce trends in

342 million, consuming seven hours Southeast Asia
of online media per day read more

read more

Xiaohongshu wields ‘grassplanting’

power Asia Pacific Marketing Budgets
More than 70% of FAST, AVOD and read more
SVOD viewers engage with ads in
India Why APAC marketers need to
read more master three balancing acts
read more

Marketing budgets in all regions slip

into decline, first time in two years
read more

Note: An index value above 50 indicates growth, below 50 indicates decline.

Source: WARC Data Global Marketing Index
© Copyright WARC 2023. All rights reserved.
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Project Name

Americas GMI: Staffing levels

US ad spend to grow 4.3% in US viewers spend half of all CTV

2023, led by search time watching ad-supported
read more content
read more

Affluent Americans expected to

drive economic recovery in 2023 The Americas saw its global
read more trading conditions and staffing
levels slump
Walmart’s 30% ad growth read more

contrasts with cooling consumer Americas Marketing Budgets

environment Alphabet slowdown spooks digital

read more advertising
read more

Netflix ad tier begins to deliver for

brands Reduced spending and inflation
read more concerns persist in Canada
read more

Note: An index value above 50 indicates growth, below 50 indicates decline.

Source: WARC Data Global Marketing Index
© Copyright WARC 2023. All rights reserved.
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Project Name

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