"WPP Media says the advertising market looks more resilient than previously anticipated as the industry manages disruptions stemming from tariffs and capitalizes on the artificial intelligence boom, according to a blog post. The media-investment arm of WPP revised its full-year forecast upward, expecting global ad revenue will grow 8.8% to $1.14 trillion versus prior estimates of 6% growth. Momentum will extend into 2026, when ad revenue is projected to grow 7.1% during a year that includes the next Winter Olympics and FIFA World Cup."
"WPP Media is in alignment with other forecasters that have seen the ad market less battered by factors like tariffs than originally expected, leading to upward revisions in macro spending expectations for 2025. AI has continued to play a leading role as well, acting as both a magnet for investment and disruptor of myriad aspects of marketing. AI is shaking up content creation, media planning, measurement and consumer interaction, according to WPP Media, but the industry's established integrations with machine learning have it well-positioned to tackle the sea change. The agency recently swapped out its "search" category classification for "intelligence" as AI reshapes the digital economy."
WPP Media raised its full-year forecast, expecting global ad revenue to grow 8.8% to $1.14 trillion in 2025, up from prior 6% estimates. The firm expects momentum to continue into 2026 with projected 7.1% growth during a year that includes the Winter Olympics and FIFA World Cup. Channel shifts toward ad-supported streaming, retail media, the creator economy and AI-powered search are redirecting investment. Brands are reallocating budgets into emergent channels like retail media and gaming despite softer consumer sentiment. AI is reshaping content creation, media planning, measurement and consumer interaction, and WPP is prioritizing AI across its strategy.
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