电通-全球广告支出预测（英）-33页_8mb

报告摘要

Global advertising spend is expected to increase by 4.6% in 2024 (to US$752.8 billion), outpacing the forecasted 2.9% economic growth.
Ad spend is projected to peak at 5.5% in Q3 2024, driven by major sports events (Paris Olympics/Paralympics, UEFA Euro).
Third-party cookies are forecasted to be deprecated in a major web browser (Google Chrome) by the second half of 2024.
Generative AI is predicted to play a major role in media for 2024, influencing everything from audience insights to media planning and campaign optimization.

Digital Dominance: Digital ad spend is projected to grow at 6.3% CAGR to 2026 (reaching US$499.7 billion) and capture over 60% of global ad spend for the first time in 2026. Retail media growth is particularly strong (17.2% 3-year CAGR), and search advertising (e.g., Meta, Google) remains a key driver.
TV Resurgence: TV ad spend is forecasted to grow by 2.9% in 2024 after declines in 2022/2023. Connected TV (CTV) growth is rapid (projected 30.8% growth), and Amazon Prime Video's default ad-supported model is expected to significantly expand the CTV audience.
Other Media Trends:
- Print: Slower contraction rate (-2.6% 3-year CAGR) compared to recent years.
- Out-of-Home (OOH): Strong growth (4.6% 3-year CAGR), driven by digital OOH increase (DOOH).
- Audio: Digital audio continues its growth trajectory.
- Cinema: Revised growth upwards projected (up to 3.4% in 2025 vs. previous forecast).

Americas (most dynamic): Expected 5.8% growth in 2024 (US$353.1B) due to strong contributions from the US (5.8% growth) and Brazil (8.1% growth).
EMEA: Projected growth is 2.7% in 2024 (US$158.7B), driven by the UK (Positive ad spend growth from 1.4% in 2023 to 3.5% in 2024) and broadcast events. Share of global spend is expected to decline slightly.
Asia-Pacific: Forecasted 4.0% growth in 2024 (US$240.9B). Larger markets like China (4.7% growth) and Japan (2.5% growth) are still significant, though China's growth is slightly moderated. Digital share continues to increase.

Selected industries expected high growth in 2024: Travel and Transport (7.5%) and Pharmaceuticals (7.4%).

Brand safety becomes increasingly critical due to political instability and societal polarization.
Ad spend per capita continues to rise ('ad pressure'), reinforcing the need for attention-based media strategies.
Climate emergency is pushing towards carbon media efficiency.
Navigating reduced data points and stricter privacy regulations (including cookie deprecation) poses a challenge; programmatic marketplaces and carbon calculators offer potential solutions.
Generative AI presents opportunities (e.g., globalizing audio content) but also risks (e.g., making print harder) and requires societal discussion on governance.

展开完整摘要