Analysis of the dynamics of the global advertising market: growth drivers and development prospects

The results of a study of the dynamics of the global advertising market are presented. The conclusion is made about the existing positive dynamics: in 2024, the market volume exceeded the forecast value and reached $933 billion, demonstrating the highest growth rate in recent years. The market growth is driven by a number of cyclical events, including elections in individual countries, the Summer Olympics, and the European Football Championship. In the future, the market will continue to grow: in 2025, its size, according to one scenario, will reach $990 billion, according to another scenario – $1.16 trillion. In 2024 North America has become the leader among regions in terms of advertising spending ($327.5 billion). The trend will continue in 2025, with the region's expenditures increasing to $384.6 billion. The Asia-Pacific region is in second place, with expenditures of $240.9 billion. The analysis of countries by the level of advertising expenses from the total GDP of the country is carried out. Among the countries with the highest spending levels are the United Kingdom, the United States, Japan, China and Australia; among the countries with the lowest spending levels are Pakistan, Saudi Arabia, and Turkey. Russia ranks 41st in this list. Digital advertising sales (71% of total sales) in 2024 exceeded advertising sales through traditional media channels (29%). This trend will continue by 2029, with digital advertising sales exceeding 76% of total sales. By region, the majority of digital advertising spending is in North America (78.1%) and the Asia-Pacific region (71.4%). France and the United States became the most dynamic markets in 2024, while China, Germany and Australia showed more restrained growth. According to experts, in 2025, high growth in advertising spending will be noted in Brazil, Canada and China. The lowest growth is expected in France, Germany, Japan and Australia. Among the countries with the highest per capita advertising spending are the United States and the United Kingdom, while in Pakistan and Thailand these figures are significantly lower. The development of the global advertising market is driven by a number of factors, the key growth trends are listed. The results of a study of the dynamics of the Russian advertising market are presented. The conclusion is made about the existing positive dynamics: during the research period, the market has almost doubled in rubles, but decreased in foreign currency, due to the departure of many foreign brands. The analysis of market dynamics by segment is carried out: the highest level of revenue is generated by online advertising (311.1 billion rubles). The largest growth rate in 2024 was demonstrated by the OOH advertising segment (+35%). The analysis of the dynamics of the budgets of the largest advertisers was carried out, the top 3 of which included Sber, Ozon and Yandex by the end of 2024.