Dentsu – Global Ad Spend Forecasts, Dec 2025
Summary
The main theme of the report is global ad spend forecasts.
In 2026, global advertising spend is projected to grow by 5.1%, reaching $1.04 trillion despite macroeconomic uncertainty. Growth in 2026 is expected to be slower than in 2025 (5.5%) but will still exceed the projected global economic growth (3.1%). The Asia-Pacific region will remain the fastest-growing region in 2026 with a growth of 5.4%. Algorithm-driven advertising will account for 71.6% of total spend in 2026, increasing to 76.0% by 2028. Retail media will remain the fastest-growing digital channel with an increase of 14.1% in 2026.
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