Advertiser spending on retail, travel and financial services media channels will surpass the amounts spent globally on television this year, according to new projections from WPP.
The company’s latest global ad spend forecasts predict that commerce media will account for 15.6% of global ad spend in 2025, compared with the 14.6% spent on linear and connected TV.
It’s a sign of advertising’s altered geology. Amazon’s Q3 ad revenues ran just short of $18 billion this year, an increase of 24% on the same period in 2024. According to WPP’s projections, retail media networks – such as those operated by Carrefour, Target or Tesco – account for the majority of the commerce media segment; worth $174.2 billion this year, the company expects growth of 11.3% in 2026.
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