The Key Figures
The global advertising market is forecast to grow by $48.9 billion year-over-year to close 2024 at $772.4 billion.
This 6.8% growth projection has been revised up following the return to double-digit growth (+10.7%) of digital ad spend, the impact of sporting and political events, and improved outlooks across the United States, the United Kingdom, Brazil, and France.
Global ad spend growth is forecast to continue at a slower 5.9% in 2025 but will still outpace the global economy by 2.7 percentage points.
Globally, growth is driven by continual advertising innovation. Algorithmically enabled ad spend is estimated to reach 59.5% of global ad spend in 2024 and 79.0% in 2027.
In Asia-Pacific, ad spend is projected to grow by 5.8% in 2025, trailing behind the Americas (+6.3%) and ahead of EMEA (+5.0%), likely due to a marked decrease in major events to boost ad spending this year.
Digital ad spend is expected to grow by 9.3% (vs 9.8% in 2024), to reach $171.6 billion in 2025. Programmatic will be the leading driver and is expected to expand by 23.6%, paid search by 3.9%, and paid social by 9.9%, bolstered by an integrated ecosystem.
Among the big 4 in Asia-Pacific (China, India, Japan and Australia), we will see fastest growth in digital ad spend from India (+20.2%), especially from paid social, video, and AI-driven ad placements.
APAC online video advertising is projected to increase by 4.6% in 2025. After overtaking broadcast television in Australia in 2023, it is now forecast to do the same in India by 2027.
APAC out-of-home is predicted to remain the most resilient traditional medium (+3.3% in 2025), thanks to continued traditional spend and the expansion of digital formats which are now a standalone solution in some markets.
Media & Entertainment (+9.9%), beverages (+9.9%) and travel and transport (+9.7%) are forecast to be the fastest growing sectors in 2025.
