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Today, algorithms influence what people see, like and buy to such an extent that if your brand does not find a way to break through them, one might increasingly wonder whether your brand exists at all for consumers.
In this Algorithmic Era, media serves as the bridge between your brand’s world and your consumers’ world, transforming every touchpoint into a limitless opportunity to connect, shop, share, experiment and belong. As a result, media has become a key growth engine for 86% of CMOs, as they seek to thrive amid economic uncertainty.
With the year ahead rich in major sporting events such as the Olympic Winter Games and the FIFA World Cup, our analysts forecast global advertising spend to increase by 5.1% and reach $1.04 trillion in 2026. It will be slower than in 2025 (5.5%) but still outpace the projected 3.1% global economic growth.
Today, nearly one in three CMOs (28%) cite their organization’s inability to react quickly enough to market changes as a top challenge for the coming year.
This December 2025 edition of the dentsu Global Ad Spend Forecasts, based on data from 56 markets, will help guide your media investment strategy in the Algorithmic Era. Start with The Key Figures for a snapshot of the direction of travel or dive into The Briefing for deeper insights.
Today, algorithms influence what people see, like and buy to such an extent that if your brand does not find a way to break through them, one might increasingly wonder whether your brand exists at all for consumers.
In this Algorithmic Era, media serves as the bridge between your brand’s world and your consumers’ world, transforming every touchpoint into a limitless opportunity to connect, shop, share, experiment and belong. As a result, media has become a key growth engine for 86% of CMOs, as they seek to thrive amid economic uncertainty.
With the year ahead rich in major sporting events such as the Olympic Winter Games and the FIFA World Cup, our analysts forecast global advertising spend to increase by 5.1% and reach $1.04 trillion in 2026. It will be slower than in 2025 (5.5%) but still outpace the projected 3.1% global economic growth.
Today, nearly one in three CMOs (28%) cite their organization’s inability to react quickly enough to market changes as a top challenge for the coming year.
This December 2025 edition of the dentsu Global Ad Spend Forecasts, based on data from 56 markets, will help guide your media investment strategy in the Algorithmic Era. Start with The Key Figures for a snapshot of the direction of travel or dive into The Briefing for deeper insights.
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