Five companies are expected to attract over half of global advertising spend in 2023 and 2024, according to WARC. Advertising revenue among this group of five is expected to grow by 9.1% in 2023 and by 10.7% in 2024.
Global ad spend is forecast to grow by 4.4% in 2023 to reach a total of $963.5 billion, and by 8.2% in 2024. Social media, CTV, and retail media are expected to be the fastest-growing channels in 2024.
The US is forecast to account for almost a third of global spend in 2023, with politics-related ad spend growing by 504% in 2024. The research was based on data from 100 markets and 40 media owners.
... continue reading below
The Big Get Bigger: Five Companies Now Attract Half of All Ad Spend
Don't worry ... it's FREE!
Programmatic ads carry a hidden environmental cost. Learn about practices that not only reduce waste and run cleaner but also result in more efficient ad campaigns. Read more.
CTV advertising isn't just for awareness—it's also a performance channel, even for B2B. Discover targeting, retargeting, and measurement tactics that drive conversions. Read more.
Global podcast ad spend is expected to top $5 billion in 2025, according to recent research from WARC.
Social media and digital display/video are the top media channels marketers plan to increase spend on in 2025, according to recent research.
The exit of Oracle's Moat from the market is an opportunity to challenge the traditional paradigm of ad verification and brand safety. Discover how a new approach can reshape brand safety. Read more.
Most business decision-makers say B2B ads on LinkedIn have clear messaging but lack emotional appeal, according to recent research.