GroupM’s 2024 global advertising forecast projects a robust 9.5% growth in total advertising revenue, driven by digital transformation and evolving consumer behavior. The report highlights the resilience and evolution of advertising sectors, with digital channels continuing to dominate the landscape. Performance-based digital advertising, including search and social media, remains a primary growth driver as brands seek measurable outcomes in their campaigns.

Out-of-Home (OOH) advertising, particularly its digital subset (DOOH), emerges as a key player in the forecast. DOOH is expected to account for 42% of global OOH revenues by 2025, leveraging advancements in programmatic advertising, dynamic content capabilities, and urban digital infrastructure. Its integration with smart cities and sustainability initiatives positions DOOH as a future-proof advertising medium, offering brands high visibility and contextually relevant messaging in public spaces.

Retail media also gains prominence, with advertisers investing heavily in networks that connect directly to consumer purchase behavior. Emerging markets are another bright spot, with increasing access to digital technologies contributing to advertising growth. GroupM’s report underscores the continued expansion and innovation within the global advertising ecosystem, marking 2024 as a pivotal year for the industry’s evolution.

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