In an increasingly unpredictable world, where economic turbulence and political uncertainty have become the norm, advertising remains a resilient pillar of global commerce. According to WPP Media Group’s 2025 Global Midyear This Year, Next Year forecast, the international advertising industry is on a stable growth trajectory, albeit slightly tempered compared to earlier predictions.
Source: WPP Media Group’s 2025 Global Midyear This Year, Next Year
Despite the challenges, total global ad revenue is projected to reach $1.08 trillion in 2025, growing at a compound annual growth rate (CAGR) of 5.4% through 2030. While this is a slight adjustment from December’s 6.4% five-year CAGR projection, it still reflects strong momentum in an evolving media landscape.
Source: WPP Media Group’s 2025 Global Midyear This Year, Next Year
Key Forces Shaping the Future of Advertising
WPP identifies three macro themes underpinning this forecast:
- Globalisation, Interrupted: Trade disruptions and political realignments are reshaping global commerce, creating new opportunities—and challenges—for advertisers targeting regionally aligned “economic blocs.”
- Future Perfect: AI & Autonomy: The growing role of AI, particularly agentic and generative models, is reshaping everything from content creation to audience targeting. Media that leverages these tools to enhance engagement, such as programmatic audio, will have a strategic edge.
- A Change Would Do You Good: Adapting to change is now a competitive necessity. Brands and media players that embrace innovation, agility, and experimentation will be best positioned to thrive.
Top 5 ad markets to watch in 2025:
- USA: $404.7B (+5.6%)
- China: $211.6B (+6.8%)
- UK: $50.5B (+6.5%)
- Japan: $38.0B (+4.0%)
- Germany: $30.7B (+5.5%)
Audio Advertising: Holding Steady, Poised to Evolve
Audio advertising is forecast to remain flat in 2025 at $26.5 billion, with streaming audio growth offsetting a 1.7% decline in terrestrial radio. But the story doesn’t end there.
At AdTonos, we view this stability as an opportunity: the formats may be holding their ground, but the technology behind them is transforming. With podcasting, dynamic creative, and addressable audio gaining traction, we believe audio is entering a new era of personalisation and precision—one that will unlock significant value for advertisers in the years ahead.
Retail Media & Commerce-Driven Channels
Retail media remains a standout. Narrowly defined, this segment is projected to reach $169.6 billion in 2025 and surge to $252.1 billion by 2030, representing a compound annual growth rate (CAGR) of 8.2%. However, WPP notes that true “commerce-driven media” extends beyond retailers to sectors such as travel and finance, areas where audio plays a crucial role in customer journeys.
At AdTonos, our technology already powers programmatic campaigns that align media to commerce moments—whether that’s influencing purchase decisions during a podcast or through real-time audio ads during a mobile app experience.
Intelligence: The Future of Search is Not Search
The “intelligence” category—primarily search—remains strong, with a 7.4% growth rate forecast for 2025, reaching $226.2 billion. But a transformation is underway. Consumers are increasingly searching outside of traditional engines, relying on answer engines like ChatGPT and Gemini. This creates new interfaces for advertising, where contextual and conversational audio could become key.
With audio search and voice commerce on the rise, platforms like AdTonos are uniquely positioned to capitalise on the next wave of “search-like” behaviour.
Out-of-Home (OOH) and Cinema: A Digital Future
OOH remains remarkably resilient, expected to grow steadily and reach $68.2 billion by 2030, with digital OOH accounting for 41% of the sector by 2025. Cinema, while smaller, is projected to grow modestly at 5.1% in 2025.
These channels may not traditionally be audio-first, but the integration of dynamic audio with DOOH is already gaining traction, merging visuals and sound to create immersive, multisensory brand experiences.
2030: Realistic Optimism for a Tech-Led Future
A non-random sample of more than 60 media industry experts, polled by WPP, suggests a future marked by technological integration, particularly in the areas of AI and biometrics. At the same time, expectations for large-scale shifts in consumer behaviour or global regulatory harmony are subdued.
For audio, this means continued evolution—from static ads to intelligent, real-time messaging. The future won’t just be digital; it will be contextual, adaptive, and auditory.
As the global ad market grows, audio’s role is more relevant than ever. With strong trust, unmatched intimacy, and increasing addressability, it’s not just about being heard—it’s about being remembered.
If you’re ready to take your audio strategy to the next level—whether you’re preparing for 2025 or planning for 2030—we’re here to help.
Based on the WPP Media Group article, and WPP Media Group’s 2025 Global Midyear Report, Next Year.
