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Advertising Industry: Difference between revisions
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==== June 2024 ==== | ==== June 2024 ==== | ||
* Global advertising spend is now forecast to grow by 5.0% in 2024 (vs. 3.3% in 2023) to reach $754.4 billion, as spend prospects improve in the UK, Germany, US, Japan, and France.<ref>https://info.dentsu.com/AdSpendMay2024</ref> | |||
* Digital is beating previous growth expectations and is now predicted to increase by 7.4% to capture 59.6% of global spend in 2024, with double-digit growth for retail media and paid social. | |||
* Substantial ad spend increases are forecast for retail media (+32.0% YOY, 17.7% three-year CAGR to 2026), paid social (+13.7% YOY), and programmatic (+10.9% YOY), while paid search (+7.7% YOY) and online video (+6.7% YOY) are set to maintain strong growth. | |||
* The US presidential election alone is forecast to account for about a third ($11 billion) of the incremental ad spend in 2024. | |||
* In the top 12 markets,** inflation-adjusted growth is projected at 2.6% in 2024 (vs. 5.2% at current prices), as media inflation shows signs of coming down but remains high, especially for TV and sought-after digital video formats such as social video. | |||
[[File:Ad Spend Per Medium 2022-2026.png|center|thumb|712x712px|https://www.dentsu.com/news-releases/ad-spend-growth-tracks-ahead-of-the-economy#:~:text=Ad%20spend%20growth%20tracks%20ahead,forecasts%20to%205.0%25%20for%202024&text=Global%20advertising%20spend%20is%20now,US%2C%20Japan%2C%20and%20France.]] | |||
[[File:Ad Spend Per Region 2022-2026.png|center|thumb|732x732px|https://www.dentsu.com/news-releases/ad-spend-growth-tracks-ahead-of-the-economy#:~:text=Ad%20spend%20growth%20tracks%20ahead,forecasts%20to%205.0%25%20for%202024&text=Global%20advertising%20spend%20is%20now,US%2C%20Japan%2C%20and%20France.]] | |||
===== December 2023 ===== | ===== December 2023 ===== | ||
[[File:Share of global spend by channel.jpg|center|thumb| | [[File:Share of global spend by channel.jpg|center|thumb|747x747px|https://info.dentsu.com/dentsuGlobalAdSpendForecasts_December2023]] | ||
Latest forecast, covering 58 markets across the globe, is that '''advertising spend will expand by $33.0 billion in 2024 to reach $752.8 billion. This represents a 4.6% growth year-over-year for the ad industry – much faster than the pace seen in 2023 (+2.7% vs. 2022).'''<ref>https://info.dentsu.com/dentsuGlobalAdSpendForecasts_December2023</ref> | Latest forecast, covering 58 markets across the globe, is that '''advertising spend will expand by $33.0 billion in 2024 to reach $752.8 billion. This represents a 4.6% growth year-over-year for the ad industry – much faster than the pace seen in 2023 (+2.7% vs. 2022).'''<ref>https://info.dentsu.com/dentsuGlobalAdSpendForecasts_December2023</ref> | ||