1、 2024 dentsu|all rights reservedGlobalAd SpendForecastsDecember 2024Global Ad Spend Forecasts|December 2024ForewordWelcome to the December 2024 edition of the dentsu Global Ad Spend Forecasts,wherein we share the most significant media investment trends observed across 56 markets and the key implica

2、tions for brands in 2025 and beyond.We have revised up our 2024 global forecasts to 6.8%as media investments have been boosted by a year of sporting events and elections,and we now project a 5.9%ad spend growth for 2025,outpacing the 3.2%global economic growth.1Media remains a key strategic lever to

3、 drive business growth for an overwhelming majority(88%)of CMOs,2and the latest forecasts suggest that planning is about to undergo a profound transformation as we enter a new era for media the algorithmic era.Our analysts estimate that an overwhelming majority(79.0%)of ad spend will be algorithm-dr

4、iven as soon as 2027.Brands looking to thrive in this expansive landscape must learn to master media craft to achieve the right outcomes from the algorithms.We hope this report will be helpful to inform your media investment strategy and fuel growth at the dawn of the algorithmic era.Start with The

5、Key Figures for a digest of the direction of travel or delve right away into The Briefing for more detailed insights.The dawn of the algorithmic era for media2Global Ad Spend Forecasts|December 2024 ContentsThe Key FiguresThe BriefingMethodologyReferencesAbout dentsu461920213Global Ad Spend Forecast

6、s|December 2024 Note for the reader:Ad spend in dentsu Global Ad Spend Forecasts is expressed in US dollars unless stated otherwise.Historical advertising spend figures have all been restated to constant September 2024 exchange rates.Full methodology is available on page 19.4Ad Spend 2024The Key Fig

7、uresGlobal Ad Spend Forecasts|December 2024 010203100405060708095The global advertising market is forecast to grow by$48.9 billion year-over-year to close 2024 at$772.4 billion.This 6.8%growth projection has been revised up following the return to double-digit growth(+10.7%)of digital ad spend,the i

8、mpact of sporting and political events,and improved outlooks across the United States,the United Kingdom,Brazil,and France.Ad spend growth is forecast to continue at a slower 5.9%in 2025,yet still outpace the global economy by 2.7 percentage points.The Americas region is expected to remain the most

9、dynamic region in 2025(+6.3%growth,47.0%share of global spend),followed by Asia-Pacific(+5.8%,31.0%)and Europe,Middle East and Africa(+5.0%,22.0%).Growth is driven by continual advertising innovation.Algorithmically enabled ad spend is estimated to reach 59.5%of total ad spend in 2024 and 79.0%in 20

10、27.In 2025,retail media,the leading driver of new ad dollars,is expected to expand by 21.9%,paid search by 6.7%,and paid social by 8.7%,bolstered by an integrated ecosystem.Television ad spend growth is forecast to show marginal growth of 0.6%in 2025,with connected television rapidly increasing(+18.

11、4%)thanks to ad-supported streaming and broadcast television declining(-2.5%).Online video advertising is projected to increase by 8.0%in 2025.After overtaking broadcast television in Australia and the United Kingdom in 2023,it is now forecast to do the same in India by 2027 and in the United States

12、 by 2028.Out-of-home is predicted to remain the most resilient traditional medium(+3.9%in 2025),thanks to continued traditional spend and the expansion of digital formats which are now a standalone solution in some markets.Finance(+6.4%),pharmaceutical(+5.8%)and travel and transport(+5.5%)are foreca

13、st to be the fastest growing sectors in 2025.Political spending should decline sharply following an exceptional 2024 year.The Key FiguresGlobal Ad Spend Forecasts|December 2024 Ad Spend 2024Ad spend grows twice as fast as the economy6The BriefingGlobal Ad Spend Forecasts|December 2024 7CMOs remain c

14、onfident despite underwhelming global growthThe global economy will grow by 3.2%in both 2024 and 2025,according to the latest World Economic Outlook by the International Monetary Fund(IMF).3While this forecast is consistent with the IMFs previous outlook,fortunes have changed throughout the world.Th

15、e 2025 projections for some of the largest European economies such as Germany(0.8%)and Italy(0.8%)have been revised down as they suffer from persistent weakness in manufacturing.The outlook for Sub-Saharan Africa(4.2%)and Middle East and Central Asia(3.9%)have also been lowered due to oil production

16、 cuts,conflicts,and extreme weather events.However,these downgrades are being offset by improved economic growth projections for the United States(2.2%),thanks to resilience of consumption,and for India(6.5%)and China(4.5%),as investments in artificial intelligence support demand for semiconductors.

17、Disinflation the slowing pace of price inflation is steady,but uncertainty over the economic outlook remains with potential supply disruptions due to factors such as climate and geopolitics.What do CMOs make of the economic situation?According to the dentsu CMO Navigator research,4 87%believe the ec

18、onomy will get better in the next 6 to 12 months,and only 26%report that the economy has negatively affected their organizations business.Looking further,59%estimate that,in five years time,at least half of their companies revenues will come from products,services,or businesses that dont yet exist.M

19、arketing executives in telecommunications,pharmaceuticals,and retail are expecting an even greater share of revenue disrupted by new offerings.To stay competitive,89%of CMOs anticipate marketing budgets to increase next year,with CMOs from North America and from companies larger than 1,000 employees

20、 being the most bullish about increases.Media will play a central role in their roadmaps,with 88%of respondents considering it as a strategic lever to drive business growth.However,only 55%of CMOs are confident in their organizations ability to make the most of ad spend increases.This highlights the

21、 need for true media specialists as brands enter the algorithmic era see Space to Watch on the next page.Lets now see whether and how the CMOs confidence in the opportunities ahead translate into the actual ad spend forecasts.Content continues on page 9 The BriefingDownload the latest Download the l

22、atest dentsu dentsu CMO NavigatorCMO Navigator to learn more to learn more about CMOs strategic prioritiesabout CMOs strategic priorities Global Ad Spend Forecasts|December 2024 Space to WatchFor decades,advertising has been dominated by the broadcast era,when the 30-second TV spot reigned supreme t

23、o build brands.Then,the precision era made the most of the booming AdTech ecosystem to make performance media centerstage.We are now entering a new era,when algorithms can help advertising create and capture more brand demand.Today,the infinite amount of information,entertainment,and shopping opport

24、unities people experience online in their day-to-day lives is already being curated by algorithms.We forecast this algorithm ubiquity will rapidly expand to media investments,with 79.0%of ad spend being algorithm-driven by 2027.For brands,it means that algorithm availability(i.e.,easy to see)will be

25、come as crucial as physical availability(i.e.,easy to buy)and mental availability(i.e.,easy to recall).Yet,if everybody uses the same algorithms in the same way,all audience experiences will become average and no one will stand out.This is why media craft will become increasingly pivotal to get the

26、right outcomes from algorithms by avoiding pattern reinforcement,exploiting curiosity,leveraging interests and intent,and beating best practices through constant experimentation a radical departure from traditional media planning.8Enter the algorithmic era Global Ad Spend Forecasts|December 2024 Ad

27、spend grows twice as fast as the economyAgainst a backdrop of innovation in the marketplace,our investment analysts have revised up their forecasts and now anticipate the global advertising market to increase by$48.9 billion to reach$772.4 billion in 2024.This represents a 6.8%increase year-over-yea

28、r,making ad spend growth in 2024 more than twice as fast as the global economy growth(3.2%).Digital ad spends return to double-digit growth(10.7%)is a key driver behind this investment surge,with global digital platforms such as Meta and Amazon reporting YOY growth in excess of 20%for the first thre

29、e quarters of the year.5The pace of growth is expected to slow to 5.9%in 2025 as the new year does not offer global events as significant as the UEFA Euro and the Olympics and Paralympics to boost investments.Yet,this growth rate will still outpace the global economy by 2.7 percentage points.The Ame

30、ricas region is forecast to be the fastest growing region in both 2024(8.0%)and 2025(6.3%)to reach$384.6 billion.In the US,where the Paris Olympics and Paralympics saw record setting spending and viewership,and where political ad spending reached unprecedented heights at an estimated$10.7 billion,20

31、24 is expected to close with a strong 6.7%growth to reach$319.2 billion.With streaming,retail media,paid search,and paid social continuing to garner increased investments,US ad spend growth is projected to grow at 5.0%in 2025.We also expect the Brazilian ad market to grow by 12.3%in 2024 making it t

32、he most dynamic of the top 12 largest markets worldwide thanks to high growth in broadcast and streaming channels,digital,and out-of-home.However,slower growth is anticipated for 2025 at 5.2%.The projection for Canada has been revised up to 4.2%for 2024,with broadcast television remaining strong due

33、 to live sports drawing advertisers and video and paid search fueling digital investments.For 2025,growth is predicted to be more moderate at 3.6%in this market.Ad spend across Asia-Pacific is forecast to grow by 5.4%in 2024 and 5.8%in 2025 to reach$253.4 billion.In China,the ad market is projected

34、to rise by 4.6%to reach$123.0 billion in 2024.Continued growth in digital(7.5%)is supported by a double-digit increase in paid social(13.0%)as platforms further integrate with commerce.Advertising in this market is expected to continue growing by 4.2%in 2025.The Indian ad market is expected to grow

35、by 6.3%in 2024 and 6.5%in 2025 to overtake Brazil as the fastest paced among the top 12 markets that year.Innovation plays 9The BriefingAmericas$384.6BEMEA$179.7BAsia-Pacific$253.4BFIGURE 1 AD SPEND REGIONAL OVERVIEW,2025Fof global ad spend47.0%6.3%9.9%ad spend growthdigital ad spend growthof global

36、 ad spend22.0%5.0%7.6%ad spend growthdigital ad spend growthof global ad spend31.0%5.8%9.3%ad spend growthdigital ad spend growthGlobal Ad Spend Forecasts|December 2024 10a big part in the forecasts for India,with AI-driven ad placements contributing to the increase in digital ad spend(21.1%in 2024

37、and 20.2%in 2025).Expectations for the Australian ad market have been revised up to 4.0%for 2024 based on significant growth in search,social and video.Continued growth is forecast in 2025 at 3.8%with a boost of government and political ad spend expected in the lead up to the federal election.The Ja

38、panese ad market is expected to steadily expand by 3.7%in 2024 and 3.8%in 2025 with increases across digital,television,out-of-home,radio and magazines,and marketing activities ramping up in response to a stronger economic outlook.The Europe,Middle East and Africa region is forecast to grow by 6.1%i

39、n 2024 and 5.0%in 2025 to reach$179.7 billion.In the United Kingdom,ad spend is predicted to increase by 7.5%in 2024 and by 5.7%in 2025 to reach$51.7 billion,thanks to strong growth from digital media.The performance of the English national team during the UEFA Euro boosted television investments in

40、 June and July 2024.Major sports events have also boosted 2024 ad spend forecasts in France(5.6%growth with the Olympics and Paralympics adding an extra 200 million)and Italy(6.2%growth with the UEFA Euro adding an extra 110 million).Increases for these markets are expected to be slower for 2025 in

41、the absence of such sporting events,with 2.3%and 2.0%rates respectively.Growth in Germany has been moderate at 3.1%in 2024.Key sports events have no real impact on above-the-line media in this market as the public channels broadcasting them only offer limited advertising.Digital retail media and vid

42、eo content will be key drivers of growth in Germany,with a further 3.3%growth forecast in 2025.In terms of global ad spend forecasts by industry,we expect strong growth from advertisers in Finance(6.4%)and Pharmaceutical(5.8%)in 2025.This surge in financial advertising is driven by a rebound in insu

43、rance spending as companies regain confidence following a pause in large-scale campaigns in previous years.Similarly,growth in the pharmaceutical sector is fueled by ongoing demand for healthcare solutions and innovation in medical treatments.Travel and Transportation completes the set at 5.5%growth

44、 in 2025,while government,social and political organization spending is expected to drop significantly YOY following the multiple elections in 2024.Whilst it is difficult to predict future ad spend in the current macro environment,we expect 2026 to benefit from the investment boosts of the Milano Co

45、rtina Winter Olympics and Paralympics and of the FIFA Football World Cup hosted in Canada,Mexico and the United States,with a further 5.9%growth projected.6.4%5.8%5.5%5.1%5.0%4.8%4.7%4.6%4.3%3.2%1.8%-14.1%FinancePharmaceuticalTravel&TransportationCosmetics&Personal CareRetailTechnologyMedia&Entertai

46、nmentAutomotiveFoodTelecommunicationsBeveragesGov.,Soc.,Pol.Org.FIGURE 2 AD SPEND PER INDUSTRY,2025FYear-on-Year%growth at current prices The Briefing*Based on markets Australia,Brazil,Canada,China,France,Germany,India,Italy,Japan,Spain,UK,USGlobal Ad Spend Forecasts|December 2024 112024f2025f2026f2

47、027fGLOBAL($B)*772.4817.7866.2916.0YOY Growth(%)6.85.95.95.8AMERICAS($B)*361.9384.6410.5437.3YOY Growth(%)8.06.36.76.5United States($B)319.2335.2352.9370.7YOY growth(%)6.75.05.35.1Brazil($B)15.616.417.618.5YOY growth(%)12.35.27.75.0Canada($B)11.011.411.812.3YOY growth(%)4.23.63.53.6EMEA($B)*171.1179

48、.7189.2198.7YOY growth(%)6.15.05.35.0United Kingdom($B)48.951.754.657.8YOY growth(%)7.55.75.75.8Germany($B)34.135.236.337.5Share of total spend(%)3.13.33.13.2France($B)18.619.019.519.9Magazines($B)5.62.32.52.0Italy($B)9.09.29.710.0YOY growth(%)6.22.05.03.0Spain($B)7.07.37.57.6YOY growth(%)4.83.62.32

49、.1AsiaAsia-Pacific($B)Pacific($B)239.5253.4266.5280.0YOY growth(%)5.45.85.25.1China($B)123.0128.3132.9137.1YOY growth(%)4.64.23.63.2Japan($B)50.252.153.555.2YOY growth(%)3.73.82.63.3Australia($B)13.413.914.414.8YOY growth(%)4.03.83.53.2India($B)12.112.913.815.0YOY growth(%)6.36.57.28.0FIGURE 3 AD SP

50、END PER REGION AND TOP 12 MARKETS,2024-2027F*In the December 2024 edition of the dentsu Global Ad Spend Forecasts,Argentina and Turkey ad spend figures are adjusted for inflation due to the high inflation in market.The BriefingGlobal Ad Spend Forecasts|December 2024 12Digital captures increasing mar

51、ket shareDigitalIn 2025,digital ad spend is expected to increase by 9.2%(8.8%three-year CAGR to 2027)to capture 62.7%of the total advertising market.Retail media is the fastest growing digital channel,expected to surge by 21.9%in 2025(19.7%three-year CAGR to 2027).As advertisers value retailers unri

52、valed access to consumer data,they look to strengthen relationships with these platforms,and increasingly turn toward off-site advertising,especially on connected TV.Eighty-seven percent of CMOs declare they intend to maintain or increase their investments in retail media networks in the next 12 mon

53、ths.6 Paid social,bolstered by an integrated ecosystem that combines shopping,video,search and gaming capabilities,is anticipated to grow by 8.7%in 2025(7.8%three-year CAGR to 2027).Despite rising costs and regulatory scrutiny,social platforms remain vital for reaching younger audiences,with eight o

54、ut of ten(79.7%)Gen Z having used Instagram during the last month,7 and 42%of CMOs intending to increase their investment in influencer marketing.8Paid search is forecast to grow by 6.7%in 2025(6.5%three-year CAGR 2027),due to a constant flow of new AI-powered features that keep SERPs relevant to us

55、ers despite the growing success of social and retail search.Online video advertising is expected to increase by 8.0%in 2025(7.1%three-year CAGR to 2027).Buying costs are going up as advertisers compete for attention a trend that may intensify as CMOs intend to boost investments in short-form content

56、 on platforms like TikTok or Instagram.9Programmatic advertising is projected to grow by 11.1%in 2025 to account for more than 70%of digital ad spend,with a steady pace expected in the following years(10.9%three-year CAGR to 2027).Download the 2025 Media Trends report to explore 10 trends that will

57、shape 2025.The BriefingGlobal Ad Spend Forecasts|December 2024 13CONSIDERATIONS FOR BRANDSThird-party cookies were set to be finally removed from the Chrome browser by the end of 2024,bringing it in line with other browsers like Safari and Firefox,but Google announced in July an updated approach wit

58、h cookies remaining for the time being.10While there is no direct and universal substitute for third-party cookies that works across all online environments to date,continuous advancements in identity solutions and measurement are still expected to lead to their inevitable yet probably more gradual

59、decline.Also,the exponential progress seen in the artificial intelligence space in recent months could possibly offer new roads into matching data signals for campaign attribution sooner than later.Each week now brings new advancements in how advertisers can use generative AI to optimize their inves

60、tments on platforms,such as Amazons recently launched AI creative studio.11 However,these applications,bound to specific platforms,are only the tip of the iceberg,and we expect more advertisers to explore AI potential across the entire media value chain,from dynamic scenario planning to predictive i

61、nsights to real-time optimizations across channels.Custom algorithms,where brands can bring together,for example,platform metrics,CRM data,and brand assurance,could become a new standard.For example,KLM built a model factoring its flight carbon emissions to reallocate marketing investments to routes

62、 with lower emissions without compromising overall marketing efficiency.12 These custom algorithms could give advertisers more control over business outcomes at a time when the lack of transparency from closed tech platforms is seen as a top challenge of media transformation by CMOs.13 Content conti

63、nues on page 15 FIGURE 4 CMOS INTENT ABOUT MEDIA INVESTMENT IN THE NEXT 12 MONTHS 31%33%36%36%38%41%41%41%42%43%43%45%45%50%45%43%42%40%42%46%41%36%39%40%16%14%15%17%16%15%14%10%14%16%16%13%I n t e g r a t i o n i n t o g a mi n gA d v e r t i s i n g i n V OD p l a t f o r msI n t e g r a t i n g w

64、i t h i d e n t i t y p l a t f o r msOr g a n i z i n g o r s p o n s o r i n g v i r t u a l e v e n t sI n t e g r a t i n g i n t o l i v e s t r e a m c o n t e n tOr g a n i z i n g o r s p o n s o r i n g l i v e e v e n t sD y n a mi c c o n t e n t o p t i mi z a t i o nR e t a i l me d i a

65、 n e t wo r k sI n f l u e n c e r ma r k e t i n gP r o d u c t i o n a n d s p o n s o r i n g o f o r i g i n a l c o n t e n t (T V s h o ws,mo v i e s,e t c.)S o c i a l c o mme r c eS h o r t-f o r m c o n t e n t (T i k T o k,r e e l s o n I n s t a g r a m,e t c.)Increasing investmentSame le

66、vel of investmentDecreasing investmentNot applicable to our brandShort-form content(Tik Tok,reels on Instagram,etc.)Social commerceProduction&sponsoring of original content(TV,movies)Influencer marketingRetail media networksDynamic content optimizationOrganizing or sponsoring live eventsIntegrating

67、into livestream contentOrganizing or sponsoring virtual eventsIntegrating with identity platformsAdvertising in VOD platformsIntegration into gamingDentsu,CMO Navigator Media edition,November 2024The BriefingGlobal Ad Spend Forecasts|December 2024 Spaces to WatchAfter consistently recording double-d

68、igit growth figures in recent years,retail media is set to reach new heights,overtaking some of the most established media channels.In the United States,the largest advertising market by far,retail media spend is expected to reach$64.7 billion in 2024,surpassing the biggest traditional medium,broadc

69、ast television($55.3 billion).The next key milestone is forecast to happen in 2027,with retail media then overtaking one of the most proven digital channels,paid search($112.2 billion vs.$109.5 billion).This growth is supported by an expanding range of retailers,including specialized ones,entering t

70、he media space.For example,CVS Pharmacy has recently partnered with The Trade Desk to enable self-serve advertising.14 Even non-retailers are trying to emulate the retail media success story by venturing into the media business,with PayPal freshly announcing it is building a new advertising platform

71、.15Retail media data is now disrupting all channels and will play a crucial role in the evolution of advertising,including measurement and attribution.The space is evolving so rapidly that retailers could not only dominate the retail media category in the future but dictate the entire advertising ma

72、rket.14Retail media shakes up the ad spend hierarchy Global Ad Spend Forecasts|December 2024 CONSIDERATIONS FOR BRANDSWith more commercials and live content,connected television increasingly looks like broadcast television.Ad-supported video on demand(AVOD)is popular among subscribers and does not s

73、eem to hurt user engagement,with Netflix reporting 50%of sign-ups opting for the ad plans in countries offering them and similar levels of hours watched.19Advertisers benefited from an important price correction in 2024,with AVOD cost decreasing by 10%to 25%in markets like the United States.Amazons

74、decision to add advertising by default to its Prime Video offer has been the catalyst for that price reset,boosting market supply through a big increase in inventory.Despite streaming platforms now offering advertisers better value and more self-service opportunities through demand-side platforms th

75、an a year ago,the fragmentation of the video landscape is still an issue in terms of measurement and planning.Almost half of respondents to the dentsu CMO Navigator are still not sure whether the new video marketplace delivers as effectively as broadcast television,and four out of ten are not sure i

76、n which channels they should invest.Streaming companies will have to double down on their efforts to demonstrate their impact in 2025 if they are to continue capturing impressions from broadcast television.15TelevisionThe television marketplace returned to growth in 2024(+1.6%),following two years o

77、f declining ad spend.Broadcast television has been down only slightly(-1.2%)thanks to the plethora of elections in multiple markets and major sporting events such as UEFA Euro and the Olympics and Paralympics.With no comparable events on the horizon,broadcast television is forecast to decline faster

78、(-2.5%)in 2025.Despite this downward trend,broadcast television still accounts for the majority of television ad spend globally,and its potential to capture large audiences,especially for major events,maintains its relevance for advertisers.Meanwhile,connected television is expected to continue boas

79、ting double-digit ad spend growth(18.4%in 2025,13.5%three-year CAGR to 2027)as platforms like Netflix16 and Prime Video17 expand their ad offerings to attract more viewers.With premium on-demand content increasingly including live sports,streaming will solidify its role as a go-to platform for video

80、 consumption,utilizing both programmatic and direct investment strategies to broaden access for advertisers.The importance of connected television is likely to increase in the future,as only a quarter of Gen Z(24.5%)now watch live TV at least daily(vs.50.1%of Gen X).18Thanks to the fast growth of co

81、nnected television,overall television ad spend is projected to stay afloat at 0.6%growth in 2025.34%37%42%43%48%It is hard to understand the value of the new video marketplaceNot sure which channels we should be investing inNot enough education/knowledge is available to my organizationWe are not sur

82、e how to measure new video marketplaceopportunitiesIt is difficult to understand whether it will deliver as effectivelyas broadcast televisionFIGURE 5 BIGGEST CHALLENGES IN NAVIGATING THE NEW VIDEO MARKETPLACE FOR CMOS Dentsu,CMO Navigator Media edition,November 2024The BriefingGlobal Ad Spend Forec

83、asts|December 2024 16Other mediaPrint spend is expected to continue to decrease(-2.5%in 2025,-2.2%three-year CAGR to 2027).While the enduring demand for authoritative news brands makes print a critical ad environment for some industries,the growth of digital print spend(+0.6%in 2025)cannot make up f

84、or the declining traditional spend(-4.3%in 2025).After recovering to pre-pandemic levels in most of the largest spending markets,out-of-home(OOH)advertising is now set to grow by 3.9%in 2025(3.9%three-year CAGR to 2027).While traditional OOH still maintains the majority share of ad spend globally,in

85、 some markets,such as the United Kingdom,digital OOH now dominates two-thirds(67.1%)of investments.Thanks to the growth of both the traditional and digital segments that offer enhanced targeting capabilities and flexibility for advertisers,OOH is on course to overtake print in 2026($46.2 billion vs$

86、44.1 billion).Audio ad spend shows resilience,with 1.8%growth projection for 2025(1.6%three-year CAGR to 2027).Local political advertising,digital audio including podcasts(+5.3%in 2025),and the retail sector that is keen to leverage radios proximity to point of sale,remain three key growth drivers.C

87、inema is forecast to increase by 3.2%in 2025(3.0%three-year CAGR to 2027).While competition from streaming content could hinder significant growth,we anticipate a strong lineup of movies in 2025,with studios now able to release films previously delayed by the 2023 writers strikes.Brands looking for

88、high-attention experiences could benefit from this favorable schedule.CONSIDERATIONS FOR BRANDSAs they look to compensate for declining ad revenues,print publishers explore new ways to monetize their trusted brands.New alliances are being forged with AI companies around content and training data,inc

89、luding OpenAIs deals with titles including The Financial Times,20 The Atlantic,21 and TIME.22 These partnerships show the continued importance of print in creating quality and authoritative content.Other deals to buy titles,such as the 100m acquisition of the weekly title The Spectator23 in the Unit

90、ed Kingdom,show that print can still be very influential.Audios growth comes from digital,where ads can generate high attention,and Spotifys growing number of monthly active users24 demonstrates the mediums value and prevalence for audiences.OOHs continuous growth indicates that medium is an essenti

91、al way to reach audiences including travelers and commuters,and the success of films like Inside Out 2,which has taken nearly$1.7bn at the box office,25 shows the power of cinema,albeit with global box office revenues still below 2019 levels.The BriefingGlobal Ad Spend Forecasts|December 2024 Space

92、to WatchSustainability,in its many shapes and forms,is becoming increasingly prominent in advertising.This is true for the type of products and messages advertised,with,for example,the share of automotive ad spend promoting electric vehicles increasing by 9.0%over the previous year.*This is also tru

93、e when it comes to limiting the direct environmental impact of running advertising operations.According to the latest dentsu CMO Navigator,26 planning media for both business performance and sustainability goals is now one of the most oft-quoted challenges for CMOs.As a response,45%of respondents de

94、clare their organization has already taken action to mitigate the carbon emissions of their media activity,47%are considering acting,and only 8%declare they do not intend to act yet.Among those who have acted,measuring emissions with a carbon calculator is the most widespread technique,while most pi

95、lots are currently being run around the definition of new metrics.Soon,custom algorithms designed to optimize ad spend according to both business outcomes and carbon emissions could become a new norm for the industry.17Sustainability is gaining ground*Average across Australia,China,France,Italy,Indi

96、a,Spain,United KingdomGlobal Ad Spend Forecasts|December 2024*For total display,paid search,and classified,the figures are based on the markets where the breakdown of digital spend is available.Therefore,the combined spend of total display,paid search,and classified may differ from the total digital

97、 spend.Total advertising spend includes“Other which is not itemized in this table.18The Briefing2024f2024f2025f2025f2026f2026f2027f2027fTotal advertising spend($B)*772.4817.7866.2916.0YOY Growth(%)6.85.95.95.8Digital($B)*469.8513.0558.2605.6Share of total spend(%)60.862.764.466.1YOY growth(%)10.79.2

98、8.88.5Total Display($B)*239.5257.2276.0295.8Share of digital spend(%)51.050.149.448.8YOY growth(%)9.97.47.37.2Paid Search($B)*159.2169.9181.1192.1Share of digital spend(%)33.933.132.531.7YOY growth(%)7.76.76.66.0Classified($B)*19.320.520.219.2Share of digital spend(%)4.14.03.63.2YOY growth(%)-0.76.2

99、-1.5-5.0Television($B)167.4168.4170.6171.8Share of total spend(%)21.720.619.718.8YOY growth(%)1.60.61.30.7Print($B)46.345.144.143.2Share of total spend(%)6.05.55.14.7YOY growth(%)-2.9-2.5-2.1-2.0Newspapers($B)27.026.425.725.2Share of total spend(%)3.53.23.02.7YOY growth(%)-2.5-2.4-2.4-2.1Magazines($

100、B)19.318.718.418.1Share of total spend(%)2.52.32.12.0YOY growth(%)-3.5-2.7-1.7-1.8Out-of-Home($B)42.644.346.247.8Share of total spend(%)5.55.45.35.2YOY growth(%)4.83.94.33.4Audio($B)35.736.436.937.4Share of total spend(%)4.64.44.34.1YOY growth(%)0.81.81.41.4Cinema($B)2.62.62.72.8Share of total spend

101、(%)0.30.30.30.3YOY growth(%)7.13.22.92.9FIGURE 6 AD SPEND PER MEDIUM,2024-2027FGlobal Ad Spend Forecasts|December 2024 Methodology19Advertising expenditure forecasts are compiled from data collated from dentsu agencies until October 2024 and based on local market expertise.Dentsu uses a bottom-up ap

102、proach,with forecasts provided for 56 markets covering the Americas,Europe,Middle East,and Africa,and Asia-Pacific by medium:digital,television,print,out-of-home,audio,and cinema.Digital specifically references pure play digital platforms and does not include ad spending on the digital extensions of

103、 traditional media(e.g.,digital print)which are accounted within media channel totals(e.g.,digital print is accounted within print).As the media landscape changes at pace,we continue to evolve how we collect digital spend data.The advertising spend figures are provided net of negotiated discounts an

104、d with agency commission deducted,in current prices and in local currency.Global and regional figures are centrally converted into US dollars at the September 2024 average exchange rate.The forecasts are produced biannually with actual figures for the previous year and latest forecasts for the curre

105、nt and following years all restated at constant exchange rates.More than 1,900 marketing leaders from 13 countries were surveyed as part of the dentsu CMO Navigator research referenced in this report.Data was collected by B2B International in August 2024.This report is protected by copyright and all

106、 rights are reserved.This report,either in whole or part,may not be reproduced or transmitted whether by photocopying or storing in any medium of electronic means,without the written permission of the copyright owner.Every precaution has been taken to ensure the contents of this report are accurate

107、at the time of publication,but dentsu does not guarantee nor can it be held liable for its accuracy.This report has been produced to give dentsus view and should not be relied upon or taken as giving advice.Global Ad Spend Forecasts|December 2024 References201.International Monetary Fund,Policy Pivo

108、t,Rising threats,October 2024 2.Dentsu,CMO Navigator Media edition,November 20243.International Monetary Fund,Policy Pivot,Rising threats,October 20244.Dentsu,CMO Navigator Media edition,November 20245.Meta Investor Relations,Meta Reports Third Quarter 2024 Results,October 2024 and Amazon Investor R

109、elations,A Announces Third Quarter Results,October 20246.Dentsu,CMO Navigator Media edition,November 20247.Foresight Factory,Global Average:Social media usage by Generation,March 20248.Dentsu,CMO Navigator Media edition,November 20249.Dentsu,CMO Navigator Media edition,November 202410.Google,A new p

110、ath for Privacy Sandbox on the web,July 202411.Amazon,Amazon Ads launches new AI tools for advertisersheres your first look at the beta,October 202412.Think with Google,Fasten your seatbelts,KLM takes flight with carbon-conscious marketing strategy,July 202413.Dentsu,CMO Navigator Media edition,Nove

111、mber 202414.CVS Media Exchange,CMX programmatic self-service page as accessed on October 16,202415.PayPal,PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation,May 202416.Netflix Investors,2024 Quarterly Earnings,Third Quarter Earnings,Letter to Sh

112、areholders,October 202417.Amazon Ads,unBoxed 2024:Advertising on Prime Video shows and movies to be introduced in Brazil,India,Japan,the Netherlands,and New Zealand in 2025,October 202418.Foresight Factory,Frequency of Watching Live TV,March 202419.Netflix Investors,2024 Quarterly Earnings,Letter to

113、 Shareholders,October 202420.Financial Times,Financial Times announces strategic partnership with OpenAI,April 202421.OpenAI,A content and product partnership with The Atlantic,May 2024 22.OpenAI,Strategic Content Partnership with TIME,June 202423.The Spectator,The Spectators new owner and new era,S

114、eptember 202424.Spotify,Spotify Reports Second Quarter 2024 Earnings,July 2024 25.Box Office Mojo,2024 Worldwide Box Office,October 202426.Dentsu,CMO Navigator Media edition,November 202421About dentsuDentsu is an integrated growth and transformation partner to the worlds leading organizations.Found

115、ed in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-en

116、d experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.Find out more:Authors:Dan CalladineHead of Me

117、dia Futures,Media,dentsuAurlien LoyerGlobal Thought Leadership Director,Media,dentsuLin LiuResearch Director,Media,dentsuJosh ThorpeGlobal Media Market Analyst,Media,dentsuFor further information please contact:Data inquiriesData Press inquiriesPress 2024 dentsu|all rights reservedGlobalAd SpendForecastsDecember 2024