2025年全球年终预测报告

2025 GLOBALEND-OF-YEARFORECAST2025 GLOBALEND-OF-YEARFORECAST OVERVIEW 8.8%in 2025 Global ad revenue growthex-U.S. political advertising Global ad revenuewill top $1.2 trillion7.1%in 2026 2026 MARKET FORECASTS2026 MARKET FORECASTS DRIVERS OF FORECAST CHANGESDRIVERS OF FORECAST CHANGES Diminished tariffimpacts Retailers, consumers andmanufacturers mitigatedthe effects, and the U.S.administration softened The AI BoomAdvances in AI have led to investment by techcompanies, and new AI- WE EXPECTED THIS GROWTHWE EXPECTED THIS GROWTH TYNY December 2024As these [new AI] companies and large established “incumbents” look to grow [their] categories and consolidatemarket share, we expect many will rely heavily on marketingand advertising (as we saw with digital disruptors such as TYNY June 2025 Upgrades to the December forecast could come as aresult of: Technological innovation, investment, and FURTHERING THESHIFT TO DIGITAL 83.7%Digital in 2026 Including the digital extensionsof TV, Audio, Print, OOH Commerce and Intelligence59.0%Content-drivenin 2026 gaining share INTELLIGENCE TV SOCIAL COMMERCE Consolidationexpected as mediaowners fightlinear losses and As consumers utilizechat interfaces and AIplatforms become moreproactive, we expectshare gains and new Age restrictionsand declining usage areheadwinds, but revenue Closed-loop measurementholds appeal, and benefitsfrom shift out of TV/otherdigital, but AI-platforms PRINT GAMING OOH AUDIO While fast-growing,multiple headwindsconstrain opportunity: Strength in transitand airport inventory isfueling growth, in addition Publishers neednew monetization modelsin the zero-click world, Terrestrial declines won’tfully offset by streaminggains. Measurement remains THE INEVITABLE OUTCOMETHE INEVITABLE OUTCOME Consolidate or collapse TV -National (ITV, Nexstar), regional (MFE), and global(WBD, Netflix) media owners are looking at mergers asa way to compete with global platforms. COMMERCE -The “messy middle” of retail networksmust merge (Valiuz), partner (Etsy/OpenAI), or cede PRINT -Traditional media owners face regulatory hurdlesin scaling for the new era of advertising - i.e. Redbird IMI’s NOW ISTHE AI ERA OFADVERTISINGNOW ISTHE AI ERA OFADVERTISING THE FUTURE OF ADVERTISING IS...THE FUTURE OF ADVERTISING IS... Personalized -uses quality and quantity of Pervasive -engages across multiplesurfaces, contexts and need states Proactive -offers suggestions that are FUTURE OF ADVERTISING INTELLIGENCEFUTURE OF ADVERTISING INTELLIGENCE A WPP Media Framework THANKYOUTHANKYOU