Global Ad Trends: The Adspend Outlook

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts by medium, market, platform and product category.
  • Global adspend is expected to rise by 7.1% to $659.6bn in 2020, but an economic recession looms.
  • Underlying ad growth stable at 5.6%; dollar growth is set to be boosted by US quadrennials.
  • The Alphabet and Facebook 'duopoly' is now worth more to advertisers than TV.
  • Programmatic is approaching 70% of online display at $126bn.
  • Traditional media to record first growth since 2011.
  • Next gen TV reaches two in five, but addressable advertising is yet to take flight....

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