2025 Forecasts: Key Advertising Spend Trends
Based on analysis of market data and industry reports, eight key forecasts for advertising spend in 2025 can be identified. Below is a detailed discussion of these forecasts, based on data from reports by research institutes such as Dentsu Group, GroupM, and institutes specializing in advertising market research.
1. Global advertising spend growth of 5.9%
According to the "Global Ad Spend Forecasts" report published by Dentsu Group in December 2024, global advertising spend is expected to grow by 5.9% compared to 2024, reaching approximately $815 billion. The main drivers of this growth are the dynamic development of digital advertising and increasing investment in advertising technologies (adtech).
2. Dominance of digital advertising
Digital advertising dominates
Digital advertising will continue to dominate the market, accounting for approximately 79% of all advertising spend by 2027, according to the Dentsu report. This segment includes areas such as search advertising, social media advertising, programmatic advertising, and online video. Growth is driven by the increasing adoption of streaming platforms and personalization of advertising content, which effectively attracts advertisers' budgets.
3. Retail media sector on a wave of dynamic growth
Retail media grows dynamically
Retail media will be one of the fastest-growing segments of the advertising market. According to GroupM's "This Year Next Year" report from December 2024, spend growth in this sector will reach 21.9% year over year. The main beneficiaries will be e-commerce platforms such as Amazon and Alibaba, which are investing in developing their own advertising ecosystems.
4. Paid social media advertising to grow by 8.7%
According to forecasts, paid social media advertising will grow at a rate of 8.7% annually. The dynamic development of influencer marketing and the integration of various platforms — such as Instagram, TikTok, Facebook, and YouTube — will support this growth. Brands are investing more and more in campaigns that combine traditional advertising with influencer activities, enabling effective reach to younger target groups.
5. Dynamic growth of Connected TV (CTV)
Advertising on Connected TV (CTV) platforms is gaining increasing importance in response to the growing popularity of streaming services such as Netflix, Disney+, and Amazon Prime Video. According to reports, growth in CTV advertising spend will be approximately 18.4%. More and more brands recognize the potential of this channel, particularly in terms of real-time targeting and personalization of ads.
6. Asia-Pacific region as growth leader
Asia-Pacific at the center of growth
The Asia-Pacific region will remain one of the most dynamically developing advertising markets. Forecasted spend growth in this region is approximately 4%. Countries such as China, India, and Indonesia will continue to be driving forces, thanks to rapidly developing economies and a growing number of internet-using consumers.
7. Impact of inflation on advertising spend
Inflationary pressure may affect real advertising spend, particularly for traditional media such as television, radio, and print. Forecasted cost growth is between 2 and 3%, which will force brands to optimize budgets and seek more effective solutions in digital advertising.
8. Stabilization of the out-of-home (OOH) advertising market
The out-of-home advertising market (OOH) is beginning to stabilize after the period of turbulence caused by the pandemic. Forecasted spend growth in this segment is 5%. Digital out-of-home advertising (DOOH) is gaining importance, offering the ability to dynamically change content and track campaign effectiveness in real time.
2025 promises to be a dynamic period for the advertising industry, with clear dominance of digital channels and growing popularity of new technologies such as CTV and DOOH. At the same time, macroeconomic factors such as inflation will exert pressure to optimize budgets. The retail media and social media sectors remain in the spotlight, driving innovation and changes in how brands communicate with consumers. Thanks to these trends, brands will be able to effectively adapt their strategies to maximize return on advertising investment.
