The latest global projections from WARC indicate that the global advertising spend is expected to grow by 10.7% this year, reaching a total of $1.08 trillion. This growth rate is the strongest in six years and the largest absolute rise on record, excluding the post-Covid recovery of 2021. The forecast also predicts further growth in ad spend next year and in 2026, leading to a global advertising market worth $1.24 trillion. The projections are based on data collected from 100 markets worldwide and utilize a neural network to analyze over two million data points related to advertising investment patterns. The increase in ad spend is primarily driven by online media, with TV also showing positive growth. Linear TV spend is expected to increase by 1.9% this year, boosted by political advertising and major sporting events. Social media remains the largest sector within online advertising, with platforms like Facebook, Instagram, and TikTok contributing to the overall growth. Despite the positive outlook, uncertainties around regulatory pressures on major players like Google and TikTok could impact the advertising landscape in the future. The holiday season is also expected to drive ad spend, particularly in the retail sector, with a significant portion allocated to online platforms. Overall, the advertising industry is experiencing significant growth, with opportunities and challenges on the horizon.

Person: James McDonald, Elon Musk, Brian Wieser
Company Names: WARC, Alphabet, Amazon, Meta, Microsoft, Bing, Apple, Google, Omdia Advertising Intelligence, Facebook, Instagram, TikTok
Titles: Global Ad Spend Outlook 2024/25 Q4, Moana 2, Matbakh Manal Al Alem: Halawiyat, Dubai Motorcycle Film Festival, Film industry leaders, Red Sea Souk, TwoFour54, Global Media Congress, All Women Sports Network

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