Kate Scott-Dawkins

Thanks to mitigated tariff effects and the AI boom, WPP Media’s 2025 ad spend forecast has good news for marketers.

For proof of the uncertainty facing marketers in 2025, look no further than the industry’s ping-ponging projections for ad spending. WPP Media’s revised forecast is just the most recent example.

GroupM and Magna release their global year-end industry growth forecasts, sharing their 2024 outlook for CTV, retail media and the advertising industry overall.

With a feared recession yet to materialize, GroupM is feeling somewhat optimistic. The holding company predicts in its midyear forecast, released on Monday, that global advertising is on track to grow 5.9% in 2023, in line with its projection from December.

For much of 2022, business leaders have been bracing for a downturn. But if a recession does hit, advertisers are unlikely to pull back on performance spend as they continue to chase consumer attention amid changing media consumption habits.