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1、 2024 dentsu|all rights reservedGlobalAd SpendForecastsMay 2024Global Ad Spend Forecasts|May 2024 ForewordWelcome to the May 2024 edition of the dentsu Global Ad Spend Forecasts.In this mid-year follow-up to the December 2023 edition that detailed the key ad spend trends shaping 2024,our investment

2、analysts provide updated advertising forecasts in the context of a slow economic recovery.We have revised up our global media investment forecasts to 5.0%,still expecting global advertising growth to beat the low by historical standards 3.2%global economic pace.1The year has started at a faster pace

3、 than previously anticipated,and we predict spend to keep momentum in the second half of the year with major sports events such as the Paris Olympics and Paralympics just a few weeks away.So far,2024 has been marked by some defining new alliances and partnerships between media and tech actors as eve

4、ryone tries to strengthen their market position by reaching critical mass,securing data and content licensing,or improving their solutions to advertisers a trend we expect to continue in the remainder of the year.We hope this mid-year reforecast will help you better understand the major dynamics hap

5、pening across the global advertising landscape and better drive your media investment strategy.Start with The Key Figures for a digest of the direction of travel or delve right away into The Briefing for more detailed insights.Ad spend set to outpace economic growth 2Global Ad Spend Forecasts|May 20

6、24 ContentsThe Key FiguresThe BriefingMethodologyReferencesAbout dentsu461516173Global Ad Spend Forecasts|May 2024 Ad Spend 2024Note for the reader:Ad spend in dentsu Global Ad Spend Forecasts is expressed in US dollars unless stated otherwise.Historical advertising spend figures have all been resta