The global ad industry appears healthy, with GroupM’s upwardly revised forecast predicting revenue to exceed $1 trillion this year. However, growth is largely driven by just five companies: Google, Meta, Amazon, ByteDance, and Alibaba.
UK ad market grew 8.3% despite uncertainty, while US political advertising totaled $15.1 billion. Advertisers have become accustomed to managing uncertainty over the past five years and expect continued growth in areas like retail media and streaming TV.
Global ad industry growth is expected at 9.5% this year, with revenue flowing mainly to tech giants. OOH ads reached £1 billion in revenue so far this year, while UK TV exports fell 2% despite strong US demand.
Source: https://uk.themedialeader.com/why-uncertainty-is-the-new-normal-with-groupms-kate-scott-dawkins