As 2025 nears the halfway level, three promoting forecasters—Magna, WPP Media, and Madison and Wall—have launched reviews outlining what they count on will occur through the second half of the yr. These are the largest traits reshaping the business.
Retail media will surpass tv
For the primary time, extra world promoting {dollars} will go to retail media than tv.
Media funding and intelligence agency Magna, a unit of IPG Mediabrands, estimates that retail media networks will generate $163 billion in 2025. Tv and streaming platforms, in the meantime, will herald $155 billion.
Final yr, Magna reported that retail media attracted $144 billion, trailing TV’s $163 billion.
WPP Media, a division of advert large WPP, tasks an identical final result: By the top of the yr, retail media will management 15.7% of all world promoting investments in comparison with TV and streaming’s 15.1% market share.
Regardless of retail media’s upward trajectory, advisory and consulting agency Madison and Wall expects the class to expertise “important deceleration” all through 2025 as a result of “anticipated penalties of upper tariffs.”
Consumer-generated content material will overtake skilled content material
In one other first, advert {dollars} connected to user-generated content material on platforms corresponding to TikTok and Instagram are set to overhaul these devoted to content material from conventional media firms, in response to analysis from WPP Media.
General, promoting investments in creators and influencers will hit $184.9 billion in 2025, up 20% in comparison with final yr. WPP Media expects that quantity to greater than double to $376.6 billion by 2030.
Whereas the road between novice {and professional} could be blurry—WPP Media, for instance, outlined MrBeast, who has greater than 400 million subscribers on YouTube, because the latter—the rise in sponsorships, model partnerships, and platform-based promoting centered on web personalities indicators a considerable evolution in the kind of content material individuals devour.
Throughout a name with reporters, Kate Scott-Dawkins, WPP Media’s world president of enterprise intelligence, described the shift as a “altering of the tides” second for media.
Commerce wars will harm advert {dollars}
Each Magna and WPP Media have downgraded their 2025 world advert spend forecasts from estimates made in December.
Magna now anticipates year-over-year promoting investments to rise 4.9% to $979 billion, down from a previous estimate of 6.1% development.
Based on Vincent Létang, EVP of world market analysis at Magna World, components contributing to the diminished prediction have been decreased optimism in financial forecasts and diminished enterprise confidence.
Likewise, WPP Media forecasts worldwide advert spend in 2025 will develop 6% to $1.1 trillion, excluding U.S. political promoting, from an earlier estimate of seven.7%. Causes for the revision embody financial de-globalization and disruption to worldwide commerce.
Madison and Wall estimates U.S. advert spend, minus political promoting, will improve 6% in 2025. Whereas this determine is up from a 3.6% development forecast revealed in March, it stays decrease than any of the agency’s annual predictions going again to 2020, when U.S. advert spend decreased 2.1%.
Brian Wieser, CEO of Madison and Wall, mentioned the adjustment was as a result of an American financial system that appeared wholesome through the first quarter when contemplating metrics corresponding to inflation and client spending.
On the identical time, Wieser warned ongoing commerce negotiations and financial insurance policies may hinder future development. His general outlook: “considerably pessimistic.”
