How healthy is the global ad market? With GroupM's Kate Scott-Dawkins

Each December, GroupM, the investment arm of WPP, releases its annual This Year Next Year report. The report highlights an all-encompassing view of the global ad market, summarizing both the past year, and looking forward to what we can expect from the next year and over the next five years.

This year’s report estimated global ad revenue growth to be 5.8% to total $889bn. GroupM anticipates next year will see a slight deceleration to 5.3%.

Kate Scott-Dawkins, the author of the report and GroupM’s global president of business intelligence, highlighted that, following years of volatility during and after the Covid-19 pandemic, she expects a normalization of growth over the next five years at a 5.6% compound annual growth rate.

Scott-Dawkins spoke with host Jack Benjamin about the latest expectations for the global ad market. The pair discussed key takeaways from the This Year Next Year report, the state of the UK ad market, the year in retail media, TV’s transition away from linear, how the sluggish Chinese economy has both helped and hurt the global ad market, and digital’s overall dominance.

"It seems a little bit funny to still be talking about the pandemic, but we're still working through the financial movements and implications that happened as a result of that," she said.

A full write-up of the This Year Next Year report can be found on themedialeader.co.uk.

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