Advertising forecast upgraded
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Nine in ten dollars of ad market growth this year are going to online-only platforms. Growth forecasts for advertising spend have been upgraded this year (+1.2pp to +7.4%) to $1.17trn
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Vast majority of European ad companies use AI tools
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85% of European advertising companies use AI tools for marketing, most commonly for targeting (64%) and content generation (61%). Around three-quarters also plan to maintain or increase their investment in
More joining the fight for TV ad dollars
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Television media is changing as audiences shift from linear TV to connected TV. At $143.9bn, linear TV represents just 12.4% of global ad spend this year, down from 41.3% in
AI transforming advertising models
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Artificial intelligence is transforming advertising models driving hyper-personolised ads. Advertising spend will grow three times as fast (6.1%) as consumer spending of entertainment and media (2%). Global entertainment & media
A downgrading of global ad spend
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Expected global advertising spend has been downgraded. It is now forecasted to grow 6.2% this year to $1.16trn, a downgrade of half a percentage point from March due to growing
Geopolitical tensions darken forecast for digital advertising
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The European digital advertising market achieved double-digit growth last year surpassing €118.9 billion in annual revenue for the first time in constant currency terms. The forecast for 2025 is less
A long way to go for AI influencers
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AI influencers are new tools in marketing. Brands are exploring how they can use AI-generated personas versus human influencers. A new study shows that just 15% of members of the
Worldwide media ad spend to reach $ 1 trillion this year
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Worldwide total media ad spending will cross the $1 trillion threshold in 2025, according to a forecast by marketing consultancy eMarketer. The company is referring to accelerating growth in 2023
Connected TV advertising to grow 15.8% in 2025
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The average time spent per day with connected TV (CTV) will grow 6.9% this year, while time spent with desktops and laptops will fall by 3.8%. In 2025, advertising spend
Advertisers increasingly avoiding hard news stories
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Advertisers are increasingly avoiding news content. Today’s abundance of hard news stories – from trade wars to armed conflicts – draw audiences but not ad dollars to content publishers and