The global ad market seems to be staying on a stable track as 2023 enters its final stretch, a turnaround from a rocky first half and a positive sign for CMOs planning for the new year. Still, marketers will likely remain cautious in the months ahead amid intense conflict, including the Israel-Hamas war, and inflamed political tensions that have created a walking-on-eggshells moment with consumers.
Magna predicts that easing inflationary pressures and the return of major cyclical events, such as the Olympics and a U.S. presidential election, will drive ad revenues up 7.2% to $914 billion in 2024.
