1. Executive Summary and Macroeconomic Context
The global advertising industry is undergoing one of the most fundamental structural transformations in its history as of 2024 and 2025. This report, prepared in light of data provided by leading global data and analysis organizations such as Dentsu, GroupM, Magna, and IAB, reveals that advertising spending has ceased to be merely a marketing activity and has turned into a fundamental macroeconomic indicator reflecting countries' digital maturity levels, the evolution of consumer behaviors, and the integration capacity of technological infrastructures.
By the end of 2024, the size of the global advertising market is positioned in the band of 772 billion to 1 trillion dollars, depending on the methodology used and currency fluctuations. This massive volume represents not only nominal growth but also a new "Algorithmic Media Age" where the power balance between media channels has irreversibly deteriorated in favor of digital.
The main thesis of the report is that digitalization is no longer a homogeneous process. While "super-scale" markets like the United States and China carry digital market share to 80% and above, pushing traditional media to a marginal position; rooted industrial economies like Germany and Japan tend to preserve hybrid models of traditional media (TV, Print, OOH) and digital.
2. Transformation of the Global Media Ecosystem: Trends and Triggers
2.1. Algorithmic Hegemony and Digital Consolidation
Looking at the distribution of the global advertising pie, the dominance of platforms called "Digital Pure Players" is an indisputable reality. According to 2024 data, the share of digital advertising spending in the total peaked with estimates ranging from 59.6% to 73.2% globally.
The most concrete indicator of this transformation is the market share of the quintet known as "Walled Gardens": Google, Meta, Amazon, Alibaba, and ByteDance (TikTok). According to GroupM data, these five companies control 77.7% of global digital advertising revenues.
2.2. Media Inflation and "Attention Economy"
Another important dimension of the increase in advertising investments is media inflation. As consumer attention fragments, unit reach cost (CPM) increases. Brands are no longer content with just buying "impressions"; they are trying to measure whether the ad is actually seen and the impact it creates on the consumer.
3. United States: The Peak of Digital Maturity
The US, the world's largest advertising market, is a laboratory for radical transformations in the media mix. 2024 went down in history as a turning point where digital video spending clearly surpassed traditional television.
3.1. US Media Channels Percentage Distribution (2024)
The most striking data in the US market is that digital's share in total spending reached 77.7%. Traditional media channels have been forced into niche areas.
3.2. Retail Media Networks (RMN): The Third Wave
The critical factor distinguishing the US market is the rise of "Retail Media Networks" (RMN). Retailers like Amazon, Walmart, and Target have transformed their e-commerce sites into advertising mediums. "Cookieless Future" concerns drive brands to this first-party data.
4. China: A "Mobile-Only" Universe
China is the second largest player in the global market but has a unique "Mobile-Only" character. In 2024, the Chinese advertising industry reached a size of approximately 208 billion dollars with 17.9% growth.
Internet advertising constitutes 86.5% of the total market, reducing all other mediums to the level of statistical error. However, Outdoor (OOH) remains the only strong traditional medium thanks to China's vertical architecture and mega cities.
5. United Kingdom: Europe's Digital Lighthouse
The UK is Europe's most sophisticated advertising market. In 2024, total spending reached 42.6 billion Pounds. Digital spending dominates more than 80% of the market, but the rise of hybrid formats like "Video Display" and "BVOD" is noteworthy.
6. Germany: Castle of the Traditional
Germany draws a more conservative picture unlike the UK and China. While digital market share remains around 50%, print media and Outdoor have shares well above global averages. OOH advertising exceeded the 3 billion Euro threshold with 12.7% growth.
7. Japan: Television Loyalty
In Japan, the world's third largest market, despite the social media explosion, television spending continues to grow (1.5%). High trust in TV by Japanese society and the aging population keep this medium alive.
8. Turkey: Inflationary Growth and Mobile Domination
The Turkish advertising market grew by 78.9% in 2024, reaching 253.6 billion TL. Turkey is a "mobile-first" market; digital's share is 74.2%, above European averages. Social media ads constitute 47% of total digital investments.
9. Future Projections (2025-2027)
Three main trends for 2025 and beyond: Automation of content production with AI, Retail Media surpassing TV budgets, and full integration of traditional mediums (TV, OOH) into digital infrastructures.