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

2、our investment 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.1In Australia,we have r

3、evised our media investment forecast down to 1.8%from 2.3%in response to uncertain economic conditions driven by high inflation and high interest rates.A slow ad market in the first half also contributed,however we are expecting some improvement in the second half of 2024 as tax cuts implemented fro

4、m July begin to affect consumer sentiment.The outlook for 2025 is on the increase,as we are now expecting growth of 2.6%as a federal election,due by May 17 2025,is anticipated to generate growth in government spending.The year has started at a faster pace than previously anticipated,and we predict s

5、pend 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 everyone tries to strengthen their market positi

6、on 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.In Australia,the explosion of retail media will continue across the remainder of the year,with digital platforms also expected to co