According to the latest global advertising investment forecast from WARC MediaRetail Media advertising investment is expected to equal that of linear television this year and surpass it by 2025. It is estimated that investment in this sector will grow by 21.3% this year and 13.8% in 2026reaching the $201.3 billionBy comparison, linear TV ad spending is forecast to reach $153.6 billion this year, though it is likely to will decrease to 147.1 billion of dollars by 2026.
In percentages, advertising investment in Linear TV to grow 1.9% this yeardriven by international sporting events such as the Olympic Games, the UEFA Champions League and the US presidential elections. However, this growth will be one of the few since 2016, highlighting the transformation of the advertising market towards more digital platforms. It is expected that the Linear television investment growth is negative by -5.3% by 2025, followed by a modest 1.2% increase in 2026.
Instead, CTV is showing steady growth. Investment is expected to rise from $35.3 billion this year to 40.7 billion in 2026By that year, global investment in CTV will also surpass total investment in traditional publishing, such as magazines and newspapers.
The increase in investment in Retail Media It is attributed to the Trust in first-party data and standardization of metricsallowing brands to more accurately measure the effectiveness of their campaigns, according to WARC’s analysis. An example of this trend is the collaboration between streaming services and Retail Media, such as the recently announced partnership between Paramount+ and Walmart.
In addition, a Criteo study reveals that the 69% of global publishers plan to prioritize Retail Media revenue over the next 12 to 18 monthsThis shift reflects the growing importance of advertising on digital platforms and their ability to reach specific audiences more accurately and effectively.
