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1、 2023 dentsu|all rights reservedGlobalAd SpendForecastsDecember 2023ForewordA year of big media momentsWelcome to the December 2023 edition of the dentsu Global Ad Spend Forecasts,where dentsu investment analysts share the key ad spend trends and what they mean for brands for 2024 and beyond.In 2024

2、,advertisers will operate within a challenging macroeconomic background as global growth is projected to slow.Yet,it will be a year of big media moments,with global sports events,such as the Paris Olympics and Paralympics,and major local events,including the US presidential election,boosting investm

3、ents.In that context,we forecast global advertising to increase by 4.6%,outpacing the 2.9%economic growth.In 2024 we will see interesting developments for media across the board.It is expected to be the year when third-party cookies are finally deprecated after having been an inherent part of target

4、ing and measurement since the inception of digital advertising.It is the year when Amazon will truly enter the video ad segment with a new ad-supported plan by default for Prime Video,which holds promising prospects for closing the media loop.It is also a year when a barrage of franchise blockbuster

5、s is forecast to fuel cinema advertising momentum.In 2024,generative AI applications will become more concrete and scalable,opening exciting perspectives for channels like audio,where domestic podcasts could become global hits thanks to generative AI powered translation,but also contributing to new

6、threats for channels like print,with Made for Advertising websites.We hope this report will help you navigate the complex media landscape to drive business growth.Start with The Briefing for a digest of the direction of travel or delve right away into our Outlooks for more detailed insights.2Global