po polsku
illustration: Bing AIThe 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
Most medical influencer posts on TikTok are FALSE
KFi
Researchers from East Carolina University Health Medical Center analysed 120 TikTok videos tagged with hashtags such as #naturalparenting, #antivaccine, and #holistichealth. The results of their study leave no doubt.
Dead internet theory is a fact. Bots now outnumber people online
Krzysztof Fiedorek
Already 51% of global internet traffic is generated by bots, not people. As many as two-thirds of accounts on X are likely bots, and on review platforms, three out of ten reviews weren't written by a human. Do you feel something is off online? It's not paranoia. In 2025, it's a reality.
The most valuable female personal brands in Polish fashion. IMM report
KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.
See articles on a similar topic:
Radio Fanatics. Who Listens for One-Third of the Day?
Bartłomiej Dwornik
One in five listeners now spends over 8 hours daily listening to the radio, according to data from the Radio Track study. Since the beginning of the year, the number of these avid listeners has grown by 300,000.
First Trillion Dollars. Advertising Market 2024 and Forecasts for 2025
DUG
GroupM, 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.
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.
The Deadliest Year for Journalism. 124 Fatalities in 2024
Krzysztof Fiedorek
The year 2024 was the deadliest for media professionals since the Committee to Protect Journalists began tracking these statistics. The tragic figures, published in CPJs latest special report, reached record highs in most monitored categories.
