Advertising Spend Increasing Globally: Including Search

As we head into 2025, the global advertising landscape is set for significant growth—expected to jump by 10.5%, driven by:

• Retail Media and CTV: Retail media is booming with a 21.3% projected growth rate, closely followed by Connected TV (CTV) at 19.6%. As consumers shift their spending online and to streaming platforms, advertisers are following suit.
• Social Media and Search: Social media remains a powerhouse, set to grow 14.2%. However, search advertising is rebounding stronger than expected, growing at 12.1%.
• Traditional Media Decline: While digital media thrives, legacy platforms like print, radio, and linear TV continue to see declines, with magazine brands down by 3.4%. PwC expects the reduced competition in traditional media advertising space to lower customer acquisition costs, enhancing profitability

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