South Africa, Oct. 8 -- This growth is being bolstered by significant corporate AI investment and major events including the Olympics, FIFA World Cup, and US mid-term elections. While the economy has remained resilient to date, further escalations of global tensions pose potential downside risks.

"These are unusual times for advertising," says Suzy Young, head of Warc Media Data. "Investment is accelerating even as many consumers face cost-of-living pressures and become more cautious with spending. This apparent contradiction reflects an increasingly uneven economy, where growth - particularly from the AI boom - is benefiting some companies, sectors and consumers more than others."

Performance priority

Social media, search and retail m...