A summer forecast of global ad revenue sees a nearly 9% growth by year’s end, hitting the $1.3 trillion mark and part of what the analysis is calling “the 21st century’s ‘Gold Rush.’”
“Amid a challenging backdrop, including conflict in the Middle East, elevated oil prices, persistent geopolitical fragmentation, and negative consumer financial sentiment,” WPP Media’s Kate Scott-Dawkins writes, “every major technology company is racing to achieve greater intelligence (and monetizable interfaces) via an investment cycle of historic proportions.”
(Photo Source: WPP Media)
WPP Media’s forecast of generative search in particular sees the channel exceeding $100 billion in just 6 years, faster than retail media, social media, or traditional search ever did. Generative and traditional search together will make up 21.6% of total advertising revenue this year.
“Ultimately, the kind of brand recognition that will matter most in an increasingly AI-mediated world — the salience that determines whether a brand is named in a chatbot response, recommended by an agent, or recalled in a moment of decision — is unlikely to be built primarily inside two-second social clips or a chatbot conversation,” writes Scott-Dawkins. “It will be built where it has always been built: in environments that command engagement, deliver context, and earn trust.”
“For advertisers, this means the stakes around media decision-making are rising, not falling. Content is changing. The economics are changing. The case for thoughtful, human-led media decisions has never been stronger.”
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