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.
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The Big Get Bigger: Five Companies Now Attract Half of All Ad Spend
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