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Global advertising spend to surpass $1trn for first time this year

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2 years ago

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WARC
Projected 10.7% rise in global spend this year equivalent to an additional $104bn in advertiser investment, the second-highest absolute rise on record

One in five dollars (22.1%) spent on ads outside of China is paid to Google; DOJ ruling now threatens $32.9bn of potential growth over the next two years

Advertisers are due to spend $299bn this holiday season, with online platforms such as Amazon ($16.9bn in holiday-season ad revenue) set to be the biggest beneficiaries

WARC Global Ad Spend Outlook 2024/25 – November 2024 update
27 November 2024 – A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 10.7% this year to a total of $1.08trn – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded. The new forecast, published today, represents a 0.2 percentage point (pp) upgrade on WARC’s last global forecast in August.  
 Ad spend growth is also anticipated next year (+7.6%) and in 2026 (+7.0%), culminating in a global advertising market worth $1.24trn. Global ad investment has more than doubled over the last decade and has grown 2.8x faster than global economic output since 2014.WARC’s latest global projections are based on data aggregated from 100 markets worldwide. New for this edition, WARC is leveraging a proprietary neural network which projects advertising investment patterns based on over two million data points, spanning macroeconomic data, media owner revenue, marketing expenses from the world’s largest advertisers, media consumption trends and media cost inflation. It is believed to be one of the most comprehensive advertising market models available to the industry today.While the headline growth rate is mostly being driven by online media, a good year for TV has also made a notable contribution. Linear TV spend is expected to end the year 1.9% higher, at $153.6bn, following two years of decline. TV has been boosted by political advertising – particularly in the US – during the fourth quarter and both the Paris Olympics and the Euro 2024 football tournament in the third. Linear TV now accounts for just 14.3% of global advertising spend, however, down from a peak of 41.3% in 2013.Building upon a solid performance for legacy media, pure play internet, which encompasses advertising revenue among online-only businesses such as Alphabet, Amazon and Meta, is poised to grow by 14.1% to a total of $741.4bn – over two thirds (68.8%) of all ad spend.Social media is the largest individual sector within pure play internet – and the largest advertising medium of all by extension – with a total of $252.7bn this year equivalent to 23.5% of the global ad market. Prospects for the social market have been revised upwards this year to +19.3%, owing mostly to stronger-than expected results for Facebook, Instagram and TikTok over the first nine months of the year.James McDonald, Director of Data, Intelligence and Forecasting, WARC, and author of the research says: “Our latest forecast anticipates $104bn in incremental advertising spend worldwide this year, the largest rise in history if the post-pandemic recovery year of 2021 were discounted.“Whether this boom will sustain remains unclear, however, as 2025 presents a sliding doors moment due to heightened regulatory pressures on Google and TikTok – together a quarter of the ad market outside of China. This, alongside an increasingly challenging geopolitical climate, may spell uncertain times ahead for the businesses that rely on advertising trade.“By leveraging WARC’s proprietary neural network, which delivers timely and precise insights based on over two million datapoints, practitioners can navigate these dynamic conditions and plan ahead for a rapidly evolving advertising landscape.”Key themes outlined in WARC’s Global Ad Spend Outlook 2024/25 Q4 update are:GOOGLE’S 90% SHARE OF SEARCH MARKET IS A MONOPOLY, DOJ RULESOne in five dollars (22.1%) spent on advertising outside of China is paid to Google for its search services. Further, at an expected $197.7bn in 2024 (+13.0% year-on-year), Google alone accounts for 90.1% of all search advertising (excluding China). These commanding shares are similar in the US, leading the Department of Justice (DOJ) to rule last week that Google has an effective monopoly on the search market.The court believes that Google also uses its search dominance to inflate the cost per click (up by approximately 7.5% this year) and maintain superior targeting, effectively blocking competitors from offering viable alternatives.Outcomes from the ruling range from Google ceasing payments to handset manufactures and others for default preference – at a cost of approximately $30bn per annum – to the selling off of its Chrome business to a third party.One potential suitor – Bing – still struggles with adoption and advertiser investment despite Microsoft’s $100bn investment, accounting for just 5.9% of search spend outside of China. Bing’s ad revenues are expected to be up just 5.1% this year – compared to a rise of 11.9% for total search and 13.0% for Google – to a total of $12.9bn.Apple already makes $5.1bn from search ads, mostly via its app store, per Omdia Advertising Intelligence estimates, and could create its own search engine given its financial and distribution resources. The device manufacturer may hesitate to proceed, however, due to the high costs associated with maintaining a search business aside a general strategic misalignment. A leftfield entrant – perhaps Elon Musk’s X on the lookout for new revenue streams after losing $5.9bn in ad revenue since its 2022 takeover – may materialise, but on the whole natural successors to Google remain unclear.With the ongoing uncertainty around the practicalities of the DOJ ruling, and the probability that Google will appeal it vigorously in the coming months, WARC is maintaining its growth forecast of +9.0% next year and +7.0% in 2026 for the company while the situation develops, leaving a potential $231bn ad business and $32.9bn of growth in the balance over the next two years.HOLIDAYS ARE COMINGAdvertisers the world over are expected to spend $299.2bn during the final quarter of the year, well over half of which will be spent during the holiday season. This represents a 10.2% rise from the previous year, up marginally (+0.2pp) from our August forecast.The fourth quarter is crucial for retailers, typically accounting for over 30% of annual ad spend within the sector which represents the intense battle for consumer salience and share of wallet each year. Retailers will spend $45.6bn on advertising during Q4 2024, up 5.0% compared to last year. TV is set to attract 15.9% of this spend, at $6.8bn, with nearing a quarter (23.3%) of this – $1.6bn – spent on ads delivered via connected TVs (CTV) so as to leverage the additional targeting capabilities these devices can afford advertisers.Advertising on retail media platforms is also set to peak during the fourth quarter as brands vie to reach consumers close to the point of purchase. Globally, retail media spend is forecast to rise 16.4% in Q4 2024 to a total of $46.2bn – a new high. Amazon alone is expected to net $16.9bn from advertisers at this time, up 18.0% from the previous year.The technology and electronics sector is expected to spend most in online retail media environments during the fourth quarter, with an anticipated total of $7.2bn up 18.7% from last year. For context, this is over three times more than the sector spends on TV.It’s also a big time of year for fast-moving consumer goods (FMCG) brands, with the alcoholic drinks (+13.5% to $3.9bn), cosmetics (+13.8% to $5.2bn), food (+19.4% to $5.4bn) and soft drinks (+22.0% to $4.5bn) sectors all increasing retail media spend and allocating an increasing share of their ad budgets to online retail platforms this year.Overall, retail media ad spend is forecast to reach $154.8bn this year, with a further rise of 14.8% expected next year and 13.5% in 2026, by when the market would be worth $201.6bn.CANADA CALLS TIME ON TIKTOKThis month, the Canadian government ordered TikTok Technology Canada, Inc. to wind up its Canadian operations under the Investment Canada Act, citing national security concerns. This move forces TikTok to halt sales operations in Canada but does not block Canadians’ access to the app or its content creation capabilities. TikTok has vowed to challenge the order in court.There are few signs that advertisers are reining in their TikTok budgets; WARC believes TikTok’s ad billings grew by 27.1% to $17.8bn over the first nine months of 2024, even as the prospect of tighter regulation comes into sharper focus.Globally, TikTok’s audience is now almost at parity with Instagram, but users spend twice as long with TikTok. A ban is most likely to be to the benefit of Instagram, Snap and, to a lesser extent, YouTube thanks to its analogous Shorts format, mostly due to the migration of content creators.Brian Wieser of Madison & Wall estimates that some C$500m annually will be up for grabs if TikTok were to exit Canada. This scenario has not yet been factored into WARC’s forecasts pending the appeal process; indeed, WARC now expects TikTok to generate $24.6bn in advertising revenue (excl. China) this year, a rise of 25.9% from 2023 but equivalent to just 9.1% of all social advertising spend.A complimentary executive summary by WARC’s James McDonald, author of the report, is available to read here. WARC subscribers can read the article and access additional data here.

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Venezuela Energy Week Confirms 19 August Date for Houston Industry Showcase

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7 hours ago

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August 10, 2026

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Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the Houston Industry Showcase will take place on 19 August, convening U.S. energy leaders ahead of Venezuela Energy Week 2027 in Caracas

HOUSTON, United States of America, August 10, 2026/APO Group/ –The organizers of Venezuela Energy Week (VEW) have confirmed that the Houston Industry Showcase will take place on 19 August 2026 at The Post Oak Hotel. Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the event will bring together U.S. energy companies, investors and policymakers to explore commercial opportunities ahead of Venezuela Energy Week 2027 in Caracas in February.

The showcase will feature Minister of Hydrocarbons Paula Henao as a keynote speaker, providing an update on Venezuela’s energy priorities, investment agenda and opportunities for international partnership. Her participation underscores the country’s commitment to strengthening engagement with global industry as it seeks to expand production and unlock new upstream investment.

Bringing together exploration and production companies, independent operators, oilfield service providers, engineering firms, technology companies and financial institutions, the Houston Industry Showcase will examine opportunities across exploration, production optimization, infrastructure rehabilitation and field development.

As Venezuela works to increase oil and gas production, demand is expected to grow for the technical expertise of U.S. service providers in drilling, well intervention, completion services, production optimization, artificial lift, digital oilfield technologies and infrastructure rehabilitation. Houston-based industry leaders – including SLB, Halliburton, Baker Hughes, Weatherford and a broad network of EPC contractors, equipment manufacturers and specialized service companies – are well positioned to support the modernization of mature fields, improve operational efficiency and deliver the technologies and services needed for future upstream projects.

The Houston event follows a successful Industry Showcase in London, which brought together international investors, operators and energy service companies to explore Venezuela’s evolving investment landscape. Building on that momentum, the Houston edition will deepen engagement with the U.S. energy industry and strengthen commercial dialogue ahead of Venezuela Energy Week 2027.

Venezuela Energy Week – the country’s largest energy investment platform to date – has been confirmed for 22–25 February 2027 in Caracas. Organized by Energy Capital & Power, the event will bring together government leaders, investors and industry stakeholders from across the global energy value chain.

To register for the Houston Industry Showcase on August 19, visit https://apo-opa.co/4g0TncR. To learn more about delegate, sponsorship and partnership opportunities for the showcase or to secure your place at Venezuela Energy Week 2027 in Caracas, contact info@venezuelaenergyweek.com.

Supporting Venezuela’s Earthquake Recovery
Our thoughts are with the people and communities affected by the recent earthquakes in Venezuela. As the country begins the long process of recovery, we encourage members of the global energy community to support relief and reconstruction efforts through the CAF Recovery and Reconstruction Fund for Venezuela, which channels contributions from individuals, companies and organizations to emergency assistance, essential services and long-term rebuilding efforts.

To learn more or make a contribution, please visit the CAF Recovery and Reconstruction Fund for Venezuela (https://apo-opa.co/4hkvteE).

Distributed by APO Group on behalf of Energy Capital & Power.

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Islamic Development Bank Institute (IsDBI) Secures New Patent for Smart Stabilization System from Intellectual Property Office of Singapore

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7 hours ago

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August 10, 2026

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IsDBI

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility

JEDDAH, Saudi Arabia, August 10, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org) is pleased to announce that the Intellectual Property Office of Singapore (IPOS) has granted a new patent for its innovative Smart Stabilization System.

 

The patent was granted on 10 July 2026 under Singapore Patent No. 10202250873B for the invention titled “A Computer Network Stabilization System and Method.” The patent application was filed on 1 September 2022 and was formally granted following a comprehensive review process.

This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility. Leveraging sophisticated algorithms and advanced simulation models, the system is designed to anticipate supply and demand imbalances and implement programmable stabilization measures before they escalate into market disruptions.

Unlike traditional stabilization mechanisms that rely on capital reserves, buffer funds, or external interventions, the Smart Stabilization System introduces a next-generation framework for achieving autonomous market stabilization through proactive and programmed stabilization mechanisms. By incorporating distributed ledger technology and cryptographic trust mechanisms, the platform enhances transparency, trust, and operational resilience for digital asset and commodity markets.

The successful patent grant reflects IsDBI’s growing contribution to technological innovation and its commitment to developing knowledge-based solutions that address contemporary economic and development challenges.

Since filing the patent application back in 2022, the Institute has continued to advance the Smart Stabilization System through ongoing development and testing, aimed to expand its practical applications and support future capitalization opportunities. These advancements have positioned the system as a potentially transformative solution for enhancing stability and resilience in increasingly digital and interconnected economies.

Commenting on this occasion, Dr. Sami Al-Suwailem, Acting Director General of IsDBI, said, “The grant of this patent by the Intellectual Property Office of Singapore further strengthens the Institute’s position as a leader in developing innovative knowledge-based solutions that leverage modern technologies to address complex development challenges. This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development.”

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

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Liberia to Preview Next Oil & Gas Licensing Round Strategy at Houston Investor Day

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3 days ago

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August 7, 2026

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The Liberia Petroleum Regulatory Authority will host operators, investors and partners in Houston on August 19 to preview future licensing opportunities and showcase the exploration potential of its offshore basins

HOUSTON, United States of America, August 7, 2026/APO Group/ –The Liberia Petroleum Regulatory Authority (LPRA) will present its strategy for the country’s next offshore licensing round at Liberia Investor Day Houston on August 19, bringing together international exploration companies, investors, service providers and energy leaders to discuss the next phase of Liberia’s upstream development.

Hosted in partnership with Energy Capital & Power, the event will provide a platform for the LPRA, led by Director General Hon. Marilyn T. Logan, to outline Liberia’s regulatory framework, investment priorities and plans to attract new participation across the country’s offshore sector. Discussions will focus on upcoming licensing opportunities, exploration prospects and the subsurface data supporting future investment decisions.

Liberia’s offshore sector is entering a new phase of exploration activity, with renewed international participation and a growing pipeline of opportunities. Following the award and ratification of eight Production Sharing Contracts in 2025, Liberia has re-established itself as a frontier exploration destination, with international operators advancing work programs designed to further evaluate the country’s petroleum potential. TotalEnergies is progressing exploration activities that include offshore geochemical surveys, 3D seismic acquisition and seabed mapping, while Oranto Petroleum has also signed contracts to explore Liberia’s offshore.

At the Liberia Investor Day Houston, the LPRA will provide industry stakeholders with insight into the priorities shaping the next licensing round, including the anticipated process, qualification requirements, available acreage and access to technical data. The engagement will give prospective investors a clearer view of Liberia’s exploration landscape and the opportunities emerging across its offshore basins.

The event will also facilitate direct dialogue between LPRA and the global upstream community, connecting companies with policymakers and industry stakeholders involved in shaping Liberia’s next chapter of petroleum development.

As exploration companies continue to seek new frontier opportunities, Liberia Investor Day Houston will highlight the role of regulatory certainty, data availability and strategic partnerships in unlocking long-term investment across Liberia’s offshore sector.

Registration is now open for attendees. Companies interested in Liberia’s emerging offshore opportunities are invited to join LPRA, investors and upstream leaders in Houston for insights into the country’s licensing strategy and exploration outlook. For more information contact info@energycapitalpower.com.

Distributed by APO Group on behalf of Energy Capital & Power.

 

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