Unveiling 2024: Key insights into global advertisers media budget
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The 2024 media budget survey reveals a market poised for strategic realignment in the face of economic uncertainty. Amidst a challenging environment, major brands are demonstrating a commitment to adapt, with an increased focus on strategic brand advertising over pure performance metrics.
This year’s study not only reflects spending patterns, but also delves into the strategic initiatives advertisers are taking to navigate and mitigate the barriers to growth.
Key decision-makers from across the globe, responsible for directing more than $50Bn in annual advertising spend, have contributed to this year’s insights.
This year’s insights underscore the advertising sector’s ability to persist and adapt, signaling an industry prepared for emerging trends as it anticipates a shift in economic fortunes. The data suggests advertisers are gearing up for 2024 with a fortified, brand-centric advertising strategy, suggestive of an industry on the cusp of a recovery.
The annual survey conducted by the WFA and Ebiquity seeks to reveal the strategic planning and budgetary intent of global advertising leaders.
In this edition, we assess budgeting strategies amidst fluctuating economic conditions and investigate how advertisers are tackling prominent media challenges that could hinder growth.