A Campaign Red report has found that global adspend surpassed the trillion dollar mark for the first time in 2024. This followed a 5.3% growth in real-terms investment, a rebound following two successive years of decline.
More than half of this total was spent with just five companies: Google, Meta, ByteDance, Amazon and Alibaba. However, the report also found that adspend was the only area of marketing budgets in growth, with spend on agencies declining.
UK adspend was previously forecast to grow by 6.3% this year, surpassing £45bn, according to the Advertising Association. However, as noted in the Q1 IPA Bellwether Report, UK marketing budgets are now declining for the first time in four years.
