Global advertising investment has gained momentum in the final stretch of the year and will finally end 2024 with a growth of 6.8% to reach 772.4 billion dollars. This is the conclusion of a recent Dentsu report in which advertising spending has been revised upwards thanks to the growing momentum of digital advertising, which has returned to double-digit growth figures (+10.7%), the impact of major political and sporting events in recent months and the improvement in growth prospects in the United States, the United Kingdom, Brazil and France. With its sights already set on 2025, Dentsu anticipates a 5.9% growth in global advertising investment, which is expected to reach 817.7 billion dollars next year. Over the next twelve months, global advertising spending growth will be led by the Americas region thanks to the robustness of the US and Brazilian markets, where investment in digital channels and streaming video platforms will remain extraordinarily strong. Advertising investment will also grow strongly in Asia-Pacific (+5.8%), where AI-powered advertising will act as a springboard for advertising spending in markets such as India. Advertising spending will be slightly weaker in the EMEA region (+5%), where the enormous push for digital advertising in key markets on the old continent such as the United Kingdom will stand out. In its study, Dentsu anticipates the inauguration of the new algorithmic era in the advertising industry, an era in which data-driven advertising will increasingly lead media strategies. According to Dentsu, algorithm-driven ad spend will swallow up 79% of global spend by 2027. Ad spend growth will be driven by digital channels in 2025 Digital will establish itself as the fastest growing channel in 2025 over the next 12 months. Digital will see a 9.2% increase next year, reach a spend volume of $513 billion and account for 62.6% of global ad spend. Within the digital segment, retail media will grow with particular vigor, with a growth of 21.9% in 2025. The paid social area will also grow by 8.7% in 2025 thanks to an integrated ecosystem that seamlessly combines shopping, video, search and gaming. Paid social will be an absolutely crucial channel next year for forging connections with young people. Not in vain, 79.7% of young people belonging to Generation Z use Instagram on a monthly basis and 42% of CMOs also plan to boost investment in the increasingly buoyant influencer marketing. The paid search channel will grow by 6.7% over the next twelve months thanks to constant advances in the field of AI, which are giving search engines back some of the prominence they once lost as a result of the huge push from advertising on social networks and retail media. If we look at online video, this channel is expected to grow by 8% in 2025, driven by advertisers' search for trusted advertising environments. Programmatic advertising will also grow strongly next year (+11%), which will account for more than 70% of global advertising investment in 2025. Television will see marginal growth of 0.6% next year thanks to the push from CTV (+18.4%), but will continue to be hampered by the decline in advertising on linear television (-2.5%). Advertising spending in print media will continue to spiral downwards in recent years, while cinema and outdoor advertising will see increases in investment of 3.2% and 3.9% respectively. By sector, the sectors where the greatest growth in advertising investment on a global scale is projected are in the financial sector (+6.4%), the pharmaceutical industry (+5.8%) and the travel and transport sector (+5.5%).