Dentsu forecasts global 5.9% increase in adspend in 2025

Dentsu has forecast a 5.9% growth in global adspend in 2025, to reach $817.7 billion.

It follows the network’s predictions for the close of 2024, in which it forecast that the ad market’s growth would increase by 6.8% year on year to reach $772.4 billion.

For 2025, the report estimates that the Americas, accounting for nearly half of global adspend, will lead the regions with 6.3% growth, followed by Asia-Pacific at 5.8% representing 31% of the global total, while EMEA will increase by 5% accounting for 22% of the global adspend. The latter equates to $179.7 billion.

Dentsu noted in paticular that algorithmically enabled adspend is expected to reach 59.5% ($459.6 billion) of total adspend by the end of 2024 and by the end of 2027, 79% ($723.6 billion).

Will Swayne, global practice president, media, at Dentsu, said: "Data-driven and digital-first media investment strategies continue to reshape how brands connect with consumers. The surge in algorithmic media capabilities will drive fresh opportunities  for brands to engage meaningfully and effectively with existing and new customers.”

In addition, across the different media channels, the network predicted that digital will remain the fastest-growing channel, with a projected increase of 9.2% in 2025 to reach $513 billion.