Alphabet, Amazon, and Meta now draw over half of global ad spend outside China, and they are forecast to account for the bulk of ad market growth this year, according to recent research from WARC.
The report was based on data aggregated from 100 markets worldwide, with the researchers using a proprietary neural network that projects advertising investment patterns based on over two million data points.
The researchers forecast that Alphabet, Amazon, and Meta will draw 56% of all ad spend outside of China in 2025, and that their total share of ad spend will be over 60% by 2030.
The three companies are forecast to account for almost two-thirds of global ad market growth in 2025.
Nine in ten dollars entering the ad market will go toward online-only platforms this year, with social media platforms drawing 41% of new spend, according to WARC.
The researchers forecast that the global ad market will double in value between 2020 and 2027, with Alphabet, Amazon, and Meta on course to grow five times faster than all other media owners combined.
Among the 19 industry sectors monitored by WARC, clothing and accessories brands are set to have increased ad spend the most since the pandemic, whereas media and publishing brands are the only ones on course to have a decline in spend.
About the research: The report was based on data aggregated from 100 markets worldwide, with the researchers using a proprietary neural network that projects advertising investment patterns based on over two million data points.
