Global advertising revenues are set to grow 4.9% from 2024 to A$969 billion according to IPG’s MAGNA.
This is down from the estimated 6.9% in December of 2024. However, MAGNA Australia's head of product and innovation said the revised estimate is indicative of early H1 recovery and geopolitical uncertainty.
“Early recovery in H1 and strong market fundamentals despite some dark clouds of geopolitical upheaval and tariff uncertainty,” she said.
“Digital platforms dominate the Australian market, taking over three-quarters of ad revenue.
“Renewed positivity for Traditional Media Owners – including their digital assets – with stabilisation of TV audiences, growth [in] streaming and podcasting, and a standout market for OOH vendors.”
In Australia, 2025 net ad revenue growth was forecast at 5.4%, down from last year’s 5.7%.
Mid-year estimates show Australian ad spend hitting around A$29.9 billion, making it the seventh largest market in the world.
Trade wars have been noted as a threat causing uncertainty for brands, however, there have been signs of hope, particularly in the digital brands sector.
“With fewer cyclical events in 2025, the projected global growth of +4.9% in 2025 is still noteworthy,” IPG Mediabrands APAC chief investment officer Paul Waller said.
“As MAGNA reports, digital continues to be the engine of expansion and in APAC will represent 82% of total budgets by 2029.
“Powered by mobile-first consumers and retail media innovation, especially in China, strategic allocation to these dynamic channels will be critical for brands navigating future complexities, ensuring sustained ROI and market relevance in an increasingly digital-first APAC.”
Digital media is expected to expand with revenue up 6.7% to A$23 billion.
Traditional media revenue is expected to rise 1.1% to A$6.9 billion.
The country in the Asia-Pacific region with the largest growth in 2025 is Taiwan, with a 12.9% increase in ad revenue.
It is likely that the global ad market will re-accelerate in 2026 as the world economy stabilises and major events like the Winter Olympics, FIFA World Cup and U.S. Midterms occur. It is predicted that the global ad market will surpass US$1 trillion for the first time.
