Dentsu’s 2025 Media Trends Report and Global Ad Spend Forecasts highlight how quickly the advertising world is changing. From the rise of retail media networks to shifts in how people consume content, these insights offer important opportunities for brands to stay ahead.
The global advertising market showed steady growth in 2024, with a 5.9% increase predicted for 2025. This growth is happening because digital ad spending keeps increasing, there are big global events, and regions like the Americas and Asia-Pacific are doing really well. Retail media networks are now a big player in advertising. By going through shopper data, these platforms help brands make more focused and successful campaigns.
This sector is expected to grow by 21.9% in 2025. Connected TV (CTV) is significantly changing the way audiences consume content. In 2024, there was a notable shift towards ad-supported streaming platforms among viewers. This trend is anticipated to stay, as CTV advertising expenditures are projected to increase by 18.4% in 2025. Conversely, traditional television is experiencing a decline, with a forecasted decrease of 2.5% for the same timeframe.
Digital advertising continues to dominate, capturing 62.7% of global digital ad spend in 2025. Programmatic advertising, which now accounts for over 70% of digital spending, grew by 11.1% in 2024. Paid social ads and online video ads also saw steady growth, increasing by 8.7% and 8.0%, respectively.
Certain industries stood out for their ad spend growth in 2024, reflecting changing consumer needs. The finance sector increased spending by 6.4%, pharmaceuticals by 5.8%, and travel by 5.5%. Additionally, the online gaming industry became an exciting space for advertising, offering creative ways for brands to engage audiences through virtual worlds and in-game promotions.
Advertising trends varied by region. In the Americas, a 6.3% growth is expected in 2025, driven by investments in digital and streaming platforms, particularly in the U.S. and Brazil. Asia-Pacific is forecasted to grow by 5.8%, with India taking the lead in adopting new advertising strategies. In Europe, the Middle East, and Africa, growth is projected at 5.0%, led by the UK’s advancements in digital advertising.
Dentsu’s report emphasizes the need for brands to remain adaptable and embrace new trends in advertising. The growth of retail media, connected TV, and digital platforms offers plenty of opportunities for brands to reach their audiences in fresh and effective ways.
As Will Swayne, Dentsu’s Global Practice President – Media, states, “The changing media landscape is creating new opportunities for brands to connect meaningfully with their audiences.” For brands, 2025 is a chance to lead the way and find innovative methods to stay ahead in a fast-paced advertising world.
