In dentsu’s latest global advertising spend forecast edition, data from 56 markets has been compiled, providing insights into key media investment trends for 2025 and beyond. Despite a slowdown in economic growth, global advertising spend is projected to grow by 4.9%, reaching 992 billion US dollars. Digital advertising continues to dominate, accounting for 68.4% of the total advertising budget, with rapid growth in categories such as Retail Media (+13.9%), Paid Social (+9.2%), and Paid Search (+8.3%). Special attention is being given to algorithm-driven advertising, which could account for as much as 78.1% of total spend by 2027. The fastest-growing markets are India, Brazil, and the United Kingdom, which continue to drive innovation and digital growth.