GroupM’s latest forecast projects that global ad revenue will exceed $1 trillion in 2024, with an additional 7.7% growth in 2025, reaching $1.1 trillion.
Key drivers?
• Digital dominance: Digital platforms will account for 81.7% of revenue by 2025.
• The big five: Google, Meta, ByteDance, Amazon, and Alibaba are set to claim half of all ad spend.
But it’s not all digital. Here are some trends worth noting:
Streaming overtakes linear TV
• Streaming TV revenue is growing at 12.9% annually, while linear TV is shrinking.
• Still, linear remains the giant—for now—representing 72.6% of TV ad revenue in 2025.
Retail media surpasses TV
• Retail media ad spend is forecasted to hit $176.9 billion in 2025, outpacing TV for the first time.
AI tools transforming ad strategies
• Top platforms like Amazon and Google are heavily investing in AI, setting the stage for new ad innovations.
What does this mean for marketers?
The advertising landscape is evolving fast. To stay ahead, focusing on digital mastery, AI adoption, and multi-channel strategies will be crucial.