The global advertising market is set to experience robust growth, with a projected year-on-year increase of £38.6 billion, reaching an impressive £609 billion by the end of 2024, according to Dentsu’s latest global ad spend forecast.
This marks a significant 6.8% growth compared to 2023, fueled by the resurgence of digital ad spend, influential global events, and strengthened market conditions in key regions such as the United States, United Kingdom, Brazil, and France.
The Driving Forces Behind the Growth
Digital advertising is leading the charge, returning to double-digit growth of 10.7%. Major sporting events, such as international tournaments, and high-profile political campaigns have further boosted spending.
These developments underline how dynamic shifts in consumer engagement and global activities are shaping the advertising landscape.
As global markets stabilize post-pandemic, regions like the Americas are poised to dominate ad spend growth, contributing 47% of total global expenditures by 2025. The Asia-Pacific region follows with 31%, while Europe, the Middle East, and Africa (EMEA) are forecasted to account for 22%.
Looking Ahead to 2025
Although growth is expected to temper slightly in 2025, with a forecasted increase of 5.9%, it will still outpace the global economy by 2.7 percentage points.
According to Dentsu’s global media practice president, this sustained growth emphasizes the critical role media investments play in economic transformation. As brands adapt to evolving consumer behavior, data-driven and digital-first strategies are becoming essential to meaningful consumer engagement.
Furthermore, algorithmic media capabilities are set to revolutionise how brands interact with their audiences, opening doors to innovative and effective engagement strategies.
The surge in retail media, predicted to grow by 21.9% in 2025, demonstrates this shift. Similarly, paid social media (+8.7%) and paid search (+6.7%) are set to gain traction as brands prioritise digital channels.
Sector-Specific Insights
With the conclusion of a significant international election year, political ad spend is expected to decrease sharply in 2025.
In contrast, the finance sector is forecasted to lead the way as the fastest-growing category (+6.4%), followed by travel and transport (+5.5%).
This highlights how industries are recalibrating their strategies to capitalise on consumer trends and global mobility recovery.
Conclusion: An Industry on the Rise
The global advertising market’s resilience and adaptability reflect its pivotal role in today’s economy.
As brands leverage data-driven strategies and embrace digital advancements, the sector is set to continue its upward trajectory. While 2025 may bring slightly moderated growth, the industry’s capacity to outpace global economic expansion underlines its dynamism.
With retail media, algorithmic capabilities, and strategic investments reshaping how brands connect with consumers, the future of advertising is not only promising but transformative.
