Global advertising spend reached a historic milestone in 2024, surpassing $1 trillion for the first time. According to WARC’s newly released The Future of Media 2025 report, this momentum is set to continue, with ad spend forecasted to grow by 10.7% this year, reaching $1.08 trillion. Over the past decade, ad investments have grown 2.8 times faster than global economic output, fueled by a rapidly expanding array of media channels.
The report highlights key trends transforming media and advertising strategies, emphasizing opportunities for marketers to adapt and thrive in an ever-evolving ecosystem. From shifts in search dynamics to the growing role of AI and commerce media, WARC provides actionable insights to navigate this complex landscape.
Key Trends from "The Future of Media 2025"
Planning Amid Media Abundance
The increasing diversity of media channels presents new opportunities for short- and long-term brand growth. Success hinges on holistic planning, where advertisers balance media quality, reach, and cost to craft optimal channel combinations. Emerging platforms, such as social media, podcasts, and gaming, require innovative approaches to brand building that align with fleeting attention spans and evolving algorithms.
Search Evolution: From Information to Intent
With $220 billion expected to be spent on generic search globally in 2025, traditional players like Google dominate, but social platforms are gaining ground, particularly among younger audiences. AI advancements are shifting search from a focus on information to consumer intent, demanding new optimization strategies like Large Language Model Optimization (LLMO). Brands must adopt diverse search strategies that account for fragmented experiences across social, retail, and other platforms.
Commerce Media's Expanding Role
Commerce is becoming ubiquitous, with retail media expected to reach $154.8 billion in ad spend by 2024, rising another 14.8% in 2025. Commerce media is now integral to the digital advertising ecosystem, bridging awareness and conversion. New platforms and the growth of social commerce are driving this transformation, enabling brands to connect with consumers throughout the purchase journey.
Paul Stringer, Managing Editor of Research & Insights at WARC, underscores the significance of these changes:
“Today’s media landscape is vast, complex, and ever-changing, making this an exciting time for media planners. Digital advertising has matured to prioritize quality and long-term brand effectiveness. With the rise of AI and commerce media, we aim to help marketers navigate these challenges and seize opportunities to drive growth.”
The Future of Media 2025 is based on data and insights from WARC, including WARC’s Marketer’s Toolkit global survey of 1000+ marketing executives, and external research. It is part of WARC’s Evolution of Marketing programme helping marketers address major industry shifts to drive effective marketing, and follows the recent publication of WARC’s The Voice of the Marketer 2025, The Marketer’s Toolkit 2025 and The GEISTE report.
For more detailed insights, visit the "The Future of Media 2025" report and explore how media planning, search strategies, and commerce media will shape the future of advertising.
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