Welcome 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 implications for brands in 2025 and beyond.

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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.

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Media remains a key strategic lever to drive business growth for an overwhelming majority (88%) of CMOs, and the latest forecasts suggest that planning is about to undergo a profound transformation as we enter a new era for media – the algorithmic era.

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Our analysts estimate that an overwhelming majority (79.0%) of ad spend will be algorithm-driven 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.

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We hope this report will be helpful to inform your media investment strategy and fuel growth at the dawn of the algorithmic era.

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Start with The Key Figures for a digest of the direction of travel or delve right away into The Briefing for more detailed insights.

• The Key Figures
• The Briefing Methodology
• References
• About dentsu