Global Advertising Market Continues to Grow, Digital Platforms Emerge as Major Winners
The global advertising market has remained heated in recent years. According to the latest data from WARC, global advertising expenditure is expected to grow significantly by 7.4% by 2025, reaching approximately $1.17 trillion, which is 1.2 percentage points higher than the estimate in June of this year. Interestingly, digital platforms are set to be the biggest winners in this growth wave, with 90% of advertising growth revenue directed toward online media. When zooming in, the three tech giants—Meta, Alphabet (Google’s parent company), and Amazon—now account for more than 55.8% of global advertising spending, and this ratio is expected to exceed 60% by 2030. In the realm of social media alone, the ad spending growth rate is 14.9%, reaching $306.4 billion; Meta alone is anticipated to capture 60% of this market share. James McDonald, WARC’s data director, states that the advertising industry has demonstrated resilience amid an unstable post-pandemic economy. As consumer purchasing power declines and global trade faces obstacles, brands are becoming more willing to invest in online giants like Meta, Alphabet, and Amazon, while emerging social platforms like TikTok are also rapidly on the rise, showing impressive growth despite their smaller size at present. Notably, global advertising expenditure is poised to reach $1.27 trillion by 2026 as the pace of digitalization continues to advance endlessly. For advertisers, strategizing around digital platforms is no longer an option but a crucial key to success. Whether targeting social media, search, or retail media, seizing online battlefield resources and innovations will be imperative in the coming years.
