
Dr. Sanjay Gupta: The Answer to Pain May Lie in Your Brain
For something that’s a universal experience, pain has been pretty hard to measure, treat and even understand. That’s what Dr. Sanjay Gupta decided to write…
Thought Leader: Sanjay Gupta
After years of pandemic-driven volatility, the global ad market is finally expected to normalize over the next five years, according to new forecasts.
Why it matters: Uncertainty in the ad market led to a record number of job cuts across the media and entertainment sectors over the past year.
State of play: The global ad market is expected to grow 5.3% this year, down from 5.8% growth in 2023, according to a year-end forecast from GroupM, one of the largest global advertising agencies.
Between the lines: For both global and North American forecasts, the ad market will still grow in real-terms, but slower growth rates mean publishers that rely on ad revenue will need to temper their expectations.
How we got here: For years, the advertising industry grew at roughly the same rate as gross domestic product (GDP).
State of play: Heading into 2024, analysts predict mid-single-digit ad growth for the foreseeable future, thanks in large part to the maturity of the digital ad market.
Zoom in: All 2024 forecasts suggest spending on traditional media, such as print, radio and television, will decline year-over-year in annual growth, but their digital alternatives aren’t expected to make up for those losses.
Be smart: Some of the factors causing consistent slower growth for the next few years are still linked back to the pandemic.
The big picture: The current trends are expected to continue to favor large, global tech platforms, thanks to their global reach and investments in AI-driven marketing tools.
What to watch: In addition to politics and sports, the automotive, travel, pharmaceutical and consumer package goods (CPG) industries are expected to post strong advertising growth next year, per Magna.
Dr. Sanjay Gupta: The Answer to Pain May Lie in Your Brain
For something that’s a universal experience, pain has been pretty hard to measure, treat and even understand. That’s what Dr. Sanjay Gupta decided to write…
Thought Leader: Sanjay Gupta
Ian Bremmer: Who Is in Charge of the World?
Leaders of the world’s great industrial nations will gather in Canada at the G7 over the weekend. As the tectonic plates of international relationships continue…
Thought Leader: Ian Bremmer
Patrick McGee: How Apple Helped China Become a World Leader in Electronics
Apple sent engineers to China to make its sophisticated products cheaply. The company sent engineers to train workers and paid for expensive specialized equipment at…
Thought Leader: Patrick McGee