South Africa, Sept. 26 -- Doubling in size

A further rise of 8.1% is forecast next year, to $1.27, while growth of 7.1% in 2027 would push the market's value to $1.36tn - a doubling in size since the pandemic.

James McDonald, director of Data, Intelligence & Forecasting, Warc, and author of the report, says: "Global ad spend is growing rapidly, with digital-first platforms capturing almost all the new money. Despite economic headwinds, including disruption to global trade and reduced purchasing power among consumers, brands are doubling down on Meta, Alphabet and Amazon, while emerging players like TikTok are growing fast but from smaller bases. The global market is set to nearly double in value since the pandemic, underscoring the resi...