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=== Dentsu Forecast === | === Dentsu Forecast === | ||
==== December 2024 ==== | |||
Dentsu's Global Ad Spend Forecasts project a 6.8% year-over-year increase in global advertising spend for 2024, reaching $772.4 billion. Growth is expected to continue at 5.9% in 2025, outpacing the global economy by 2.7 percentage points. Key drivers include the resurgence of digital ad spend, major sporting and political events, and stronger economic conditions in the US, UK, Brazil, and France.<ref>https://www.dentsu.com/news-releases/global-ad-spend-forecasts-2025</ref> | |||
'''Regional Insights:''' | |||
* '''Americas:''' Expected 6.3% growth in 2025, driven by the US and Brazil, with strong digital and streaming investments. | |||
* '''Asia-Pacific:''' Projected 5.8% growth, with AI-driven ad placements boosting digital ad spend, particularly in India. | |||
* '''EMEA:''' Forecasted to grow by 5.0%, led by digital expansion in the UK. | |||
'''Media Channel Trends:''' | |||
* '''Digital:''' Forecasted to grow by 9.2% in 2025, reaching $513 billion and representing 62.7% of global ad spend. Retail media (+21.9%) and paid social (+8.7%) will drive growth, with paid search increasing by 6.7%. | |||
* '''Programmatic Advertising:''' Expected to grow by 11.1% and represent over 70% of digital ad spend by 2027. | |||
* '''Television:''' Marginal growth of 0.6%, with connected TV surging (+18.4%) while traditional broadcast TV declines (-2.5%). | |||
* '''Other Media:''' Print continues to decline, while cinema and out-of-home (OOH) advertising show moderate growth (+3.2% and +3.9%). | |||
'''Key Sectors:''' | |||
* Finance (+6.4%), pharmaceuticals (+5.8%), and travel and transport (+5.5%) are set to see significant ad spend increases, adapting to changing consumer demands. | |||
'''Strategic Insights:''' Dentsu emphasizes the rise of the "algorithmic era," where data-driven, algorithmically enabled ad spend will shape media strategies, reaching 79% of total ad spend by 2027. This shift will continue reshaping how brands engage with consumers, especially in digital-first environments. | |||
==== June 2024 ==== | ==== June 2024 ==== | ||