Analysis of the dynamics of the global advertising market: growth drivers and development prospects
Notice bibliographique
Résumé
The results of a study of the dynamics of the global advertising market are presented. The conclusion is made about the existing positive dynamics: in 2024, the market volume exceeded the forecast value and reached $933 billion, demonstrating the highest growth rate in recent years. The market growth is driven by a number of cyclical events, including elections in individual countries, the Summer Olympics, and the European Football Championship. In the future, the market will continue to grow: in 2025, its size, according to one scenario, will reach $990 billion, according to another scenario – $1.16 trillion. In 2024 North America has become the leader among regions in terms of advertising spending ($327.5 billion). The trend will continue in 2025, with the region's expenditures increasing to $384.6 billion. The Asia-Pacific region is in second place, with expenditures of $240.9 billion. The analysis of countries by the level of advertising expenses from the total GDP of the country is carried out. Among the countries with the highest spending levels are the United Kingdom, the United States, Japan, China and Australia; among the countries with the lowest spending levels are Pakistan, Saudi Arabia, and Turkey. Russia ranks 41st in this list. Digital advertising sales (71% of total sales) in 2024 exceeded advertising sales through traditional media channels (29%). This trend will continue by 2029, with digital advertising sales exceeding 76% of total sales. By region, the majority of digital advertising spending is in North America (78.1%) and the Asia-Pacific region (71.4%). France and the United States became the most dynamic markets in 2024, while China, Germany and Australia showed more restrained growth. According to experts, in 2025, high growth in advertising spending will be noted in Brazil, Canada and China. The lowest growth is expected in France, Germany, Japan and Australia. Among the countries with the highest per capita advertising spending are the United States and the United Kingdom, while in Pakistan and Thailand these figures are significantly lower. The development of the global advertising market is driven by a number of factors, the key growth trends are listed. The results of a study of the dynamics of the Russian advertising market are presented. The conclusion is made about the existing positive dynamics: during the research period, the market has almost doubled in rubles, but decreased in foreign currency, due to the departure of many foreign brands. The analysis of market dynamics by segment is carried out: the highest level of revenue is generated by online advertising (311.1 billion rubles). The largest growth rate in 2024 was demonstrated by the OOH advertising segment (+35%). The analysis of the dynamics of the budgets of the largest advertisers was carried out, the top 3 of which included Sber, Ozon and Yandex by the end of 2024.
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,000 | 0,000 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,000 | 0,001 |
| Études des sciences et des technologies | 0,000 | 0,001 |
| Communication savante | 0,000 | 0,000 |
| Science ouverte | 0,000 | 0,001 |
| Intégrité de la recherche | 0,000 | 0,000 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule tête enseignante, pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».