This Year, Next Year: A Categorically Different Ad Industry Forecast

Media Intelligence

Kate Scott-Dawkins, Jeff Foster, and Nidhi Shah from the WPP Media Intelligence team discuss key highlights from their newly released advertising forecast report, This Year, Next Year, MidYear Forecast. The podcast covers global advertising trends, including market projections, shifts in media consumption, and the transformative impact of AI on the industry.

Check out an interactive overview of the report here: http://www.wppmedia.com/news/tyny-midyear-2025?utm_source=podcast&utm_campaign=tyny

Takeaways:

• Global advertising revenue is forecasted to reach $1.08 trillion by 2025.
• Retail media is expected to surpass total TV revenue by 2025.
• The advertising market shows resilience despite economic uncertainties.
• Search advertising continues to grow globally at 7.4%.
• Content-driven advertising is now the largest segment of media.
• User-generated content has surpassed professionally produced content in ad revenue.
• AI is transforming the advertising landscape significantly.
• Marketers need to consider how to engage with bots in the future.
• Trust and transparency are crucial in AI-driven advertising.
• The advertising industry is rapidly evolving with new technologies.

00:00 - Introduction and Rebranding
01:01 - Global Advertising Forecast for 2025
02:16 - U.S. Market Insights: Retail Media vs. TV
04:38 - UK Trends and Digital Growth
06:29 - Introducing the New Media Taxonomy
10:49 - Industry Feedback on the New Framework
13:08 - User-Generated Content Surpasses Professional Content
14:17 - The Creator Economy and Revenue Streams
16:07 - AI’s Transformative Impact on Advertising
19:48 - Marketing to Bots and the Future of Web Traffic
23:20 - Ethical Considerations for AI in Advertising
24:46 - Closing Thoughts and Upcoming Episodes