WPP（达邦）：2025年全球营销与媒体行业趋势预测报告（英文版）（13页）.pdf

1、DECEMBER 20252025 GLOBALEND-OF-YEAR FORECAST2025 GLOBALEND-OF-YEAR FORECASTOVERVIEW8.8%in 2025Global ad revenue growthex-U.S.political advertisingGlobal ad revenue will top$1.2 trillionSource:WPP Media7.1%in 20262026 MARKET FORECASTS2026 MARKET FORECASTS08Canada8.8%Ad Growth01U.S7.4%Ad Growth03U.K7.

2、0%Ad Growth05Germany3.6%Ad Growth06France4.9%Ad Growth02China6.9%Ad Growth10Australia6.5%Ad Growth04Japan4.5%Ad Growth09India9.7%Ad Growth07Brazil14.4%Ad GrowthDRIVERS OF FORECAST CHANGESDRIVERS OF FORECAST CHANGESDiminished tariffimpactsThe AI BoomRetailers,consumers andmanufacturers mitigatedthe e

3、ffects,and the U.S.administration softenedthe blow.Advances in AI have led to investment by techcompanies,and new AI-endemic advertisers.Source:Company Filings,WPP Media 2025CAPEX estimates based on company guidanceTYNY December 2024As these new AI companies and large established“incumbents”look to

4、grow their categories and consolidatemarket share,we expect many will rely heavily on marketingand advertising(as we saw with digital disruptors such asAirbnb,Uber,and Booking Holdings in the last decade).WE EXPECTED THIS GROWTHWE EXPECTED THIS GROWTHTYNY June 2025Upgrades to the December forecast c

5、ould come as aresult of:Technological innovation,investment,andrevenue that maintains or exceeds its current velocityFURTHERING THE SHIFT TO DIGITAL83.7%Digital in 2026Including the digital extensionsof TV,Audio,Print,OOHCommerce and Intelligencegaining shareSource:WPP Media59.0%Content-driven in 20

6、26INTELLIGENCEAs consumers utilizechat interfaces and AIplatforms become moreproactive,we expectshare gains and newkey players.TVConsolidationexpected as mediaowners fight linear losses and new platform gatekeepers.SOCIALAge restrictions and declining usage areheadwinds,but revenuegrowth suggests th