Dentsu’s recently published Global Ad Spend Forecast reveals an optimistic outlook for the advertising industry in 2024 and 2025, showcasing significant growth across media channels and global territories. The semi-annual report offers an updated analysis of global ad spend trends, highlighting the increasing dominance of digital channels and the evolving landscape of consumer engagement.
Key Projections for 2024 and 2025
The report anticipates global ad spend to grow by 6.8% in 2024, reaching an impressive $772.4 billion. Momentum is expected to carry into 2025 with a projected growth of 5.9%, outpacing the forecasted 3.2% global economic growth. These figures underscore the critical role of advertising in driving economic activity and shaping brand-consumer interactions.
Regional Breakdown of Growth
Territorial insights reveal distinct trends:
- The Americas are poised for a 6.3% increase in ad spend by 2025, reflecting strong confidence in digital advertising’s return on investment.
- Asia, driven by advancements in AI-powered ad placements, is forecast to grow by 5.8%, with India leading the way.
- EMEA (Europe, Middle East, and Africa) is expected to see 5.0% growth, with the Netherlands and Belgium trailing slightly at 4% and 3%, respectively.
The Benelux region’s growth is primarily attributed to the rising investment in social media in the Netherlands and digital advertising in Belgium. Notably, TV advertising in these markets is set for a modest resurgence. Connected TV and on-demand streaming platforms are driving this shift, with total TV ad spend (including linear, on-demand, and fast channels) projected to rise by 0.6%.
The Connected TV Revolution
Connected TV is a standout growth driver, transforming how consumers interact with media. Streaming platforms like Amazon Prime Video are reshaping the advertising landscape, particularly in markets such as the Netherlands, where ad-supported streaming will launch in late 2025. In Belgium, local streaming platforms with higher penetration rates are also playing a critical role. These developments are enabling advertisers to leverage larger TV screens for targeted, data-driven campaigns.
Digital Channels Lead the Way
Digital media remains the fastest-growing channel, projected to increase by 9.2% in 2025, accounting for 62.7% of global ad spend. Three pillars underpin this growth:
- Social Media: Platforms like Instagram continue to attract younger audiences, with 79.7% of Gen Z users engaging monthly. Influencer marketing investments are set to rise, as 42% of CMOs plan to allocate more budget to this area.
- Retail Media: Advertisers are capitalizing on the high-value consumer data held by retailers, driving a surge in retail media spending.
- Online Video: Video advertising is expected to grow by 8.0%, bolstered by increased consumer demand for video content.
AI is playing a transformative role in advertising, with algorithmically-supported ad spend projected to account for 79% of total ad expenditure within three years. This trend underscores the industry’s shift toward data-driven, digital-first media investments that enhance targeting and engagement.
Looking Ahead
Dentsu’s 2025 forecast highlights the advertising sector’s resilience and adaptability in a rapidly evolving economy. With digital channels leading the charge, brands are leveraging innovative tools and strategies to connect with consumers more effectively than ever. The full report provides a comprehensive analysis of these trends, offering valuable insights into the future of advertising.