17.12.2024 Media industry
First Trillion Dollars. Advertising Market 2024 and Forecasts for 2025
DUG
GroupM (part of WPP), in its cyclical report "This Year Next Year," summarizing the past year and predicting trends for the next, has published the latest forecasts for global advertising markets. The estimated advertising market growth rate in 2024 is as high as 9.5%, bringing its value globally to over 1 trillion dollars in 2024 (excluding political advertising spending in the US) – a symbolic barrier the advertising market has crossed for the first time in history.

The annual value of the global advertising market has surpassed the 1 trillion dollar mark for the first time in history this year, following a year-on-year growth of 9.5%. Such high global growth dynamics are driven, among others, by the strong performance of the largest ad sellers, recovery in key markets (led by China and the US), and, above all, the rapid development of the digital channel.
- For 2025, GroupM analysts forecast a global growth rate of 7.7%
- and the global market to exceed 1.1 trillion dollars by the end of 2025.
Digital advertising remains the strongest channel – the report estimates its growth in 2024 reached 12.4% globally. In 2025, digital will account for 72.9% of the global advertising pie. Within digital, retail media is growing particularly dynamically, projected to reach a value of $176.9 billion in 2025, for the first time surpassing television (including streaming).
Out-of-home advertising (OOH) grew by 10.5% in 2024 and maintains its stable share in the global advertising industry (around 5% of the total media mix) – mainly due to rapid growth in DOOH (Digital OOH), which is expected to account for 42% of total OOH revenues in 2025. Global audio advertising revenues will remain stable in 2025, while print advertising will continue to experience declines due to increasing digitization and the growing influence of AI.
All 10 of the largest advertising markets recorded growth in 2024, although to varying degrees. The US and China remain the two largest markets, with total advertising revenues at the end of 2024 expected to be up year-on-year by 9.0% and 13.5%, respectively. The UK holds third place, just ahead of Japan. Germany and France maintain their positions, followed by Canada, Brazil, India, and Australia.
COMMERCIAL BREAK
New articles in section Media industry
Algorithmic personalization study. Who and how understands digital media
KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.
Digital media addiction. Why the brain can’t cope
KFi
Digital media can hijack the brain's reward system in ways similar to drugs and alcohol, warned psychiatrist and author Anna Lembke. She emphasized that compulsive use of digital platforms can become a serious addiction. Not just a bad habit or risky behavior.
Women in media 2025. Editorial power knows no equality
KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.
See articles on a similar topic:
Future of Public Media. Who Will Be Data Ethicists and VR Designers?
KFi
How does the future of work in media look? Here are professions that do not yet exist but will soon become essential. The report "Future Jobs at PSM: Competencies and Professions for the Media of Tomorrow," prepared by the European Broadcasting Union (EBU) and Rai Ufficio Studi, outlines key changes awaiting the public media sector in the coming years.
Reading Industry Magazines in Poland 2024: PBC Report
Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.
Television, Trends, and Viewer Habits. EBU Report
Krzysztof Fiedorek
Young Europeans watch television for an average of only 72 minutes a day, and in some countries, less than 30 minutes. Traditional television is giving way to TikTok, Netflix, and YouTube. Viewer habits are changing dramatically before our eyes. What does this mean for the future of media?
Social Media and Relationships. Interesting Research from Palestine
KFi
What does love look like in the digital age? Does technology bring people closer or push them apart? In an era where Facebook and Instagram replace dinner table conversations, social media has become a new space for marital relationships. Researchers from An-Najah National University examined how technology can build bonds but also sow uncertainty.