1、 2023 dentsu|all rights reservedGlobalAd SpendForecastsMay 2023ForewordThe media landscape is investing in its reinventionIn this midyear follow-up to the December 2022 edition of the dentsu Global Ad Spend Forecasts,we share the most significant trends that have materialized from the data collected

2、 by our investment analysts across 58 markets and the key implications for media decision makers.We still expect global advertising spend to grow despite the economic uncertainty.However,media price inflation is the true driver of this increase and hides the more lackluster reality:2023 will be a fl

3、at year for ad spend.Something interesting is happening in the digital space.This year,digital is not forecast to experience double-digit growth.This has only happened twice in the last 20 years:in 2009(financial crisis consequences)and in 2020(COVID-19 pandemic).Digital ad spend is expected to grow

4、 by a mere 6.6%three-year compound annual growth rate(CAGR)to 2025.The future will tell if this is a temporary slowdown or a true inflection point toward a structural slower growth pace for digital.This does not mean everything is dark and gloomy.First,because we forecast ad spend growth will accele

5、rate again in 2024.But most of all because the media landscape is investing in its reinvention.Facing climate emergency,the industry is investing in effective carbon management solutions to reduce its carbon impact for more sustainable media.Amidst uncertain economic context,new ad-funded video on d

6、emand plans are making content accessible to more viewers and boosting TV investments.The industry is already experimenting with generative AI to increase media effectiveness.From retail media solutions to brand assurance,innovation is everywhere and drives progress everywhere.Whether you are an adv