At Wavemaker we believe there is always a better way to grow. We know that growth models of the past will not serve the future. Established approaches and traditional thinking are being exploded in every sector, in every market. But exceptional growth requires uncomfortable change – and this change demands courage, from our clients and from our people. That’s why we’ve built Provocative Planning, a way of working powered by our spirit of restless enquiry in pursuit of better outcomes. It rejects traditional linear planning in favour of a modular approach, fusing machine learning and human intelligence in a unique way that gets the best from both. The three growth modules in Provocative Planning – Unlock, Maximize and Transform – provoke growth at different speeds, for today, ongoing, and for tomorrow. Positive Provocation empowers our people every bit as much it does our clients. It inspires us to be well-informed, careful listeners with the confidence and knowledge to ask tough questions. We become more confident, more courageous, more capable. When we positively provoke, we Grow Fearless. We shape consumers’ brand decisions and experiences through media, content and technology. Wavemaker’s Provocative Planning is fuelled by the world’s most powerful consumer decision-making data. This means we know where and how you can win customers. The intelligent insight this provides feeds our world-class precision capabilities in every area of our business, from planning and activation, to our integrated practices such as ecommerce and content – provoking growth for many of the world’s leading brands and businesses. #GrowFearless #PositiveProvocation
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Your social feed is turning into the world’s biggest shopping mall. 🛒📱 WPP Media’s This Year Next Year forecast shows social & other digital platforms will pull in $413B in ad revenue this year (+12.8%), climbing to $445.4B in 2026 (+7.8%). Why? Short-form videos you can’t stop watching, creators doubling as shopkeepers, and AI that knows your cart before you do. See where social media is headed in WPP Media’s TYNY Forecast: https://ow.ly/JBzo50XXieS #ThisYearNextYear
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What do queue culture, AI-safe spaces, and 10-minute creator videos all have in common? They’re signals of how marketing will evolve in 2026 — and they’re already taking shape. The Goat Agency’s Unfiltered report revealed the key shifts — from IRL-first experiences to AI’s integration into creator workflows. In our latest breakdown, WPP Media maps these creator marketing trends to clear priorities for brands in the year ahead.
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🚀 From boxing robots to “zero-labor” home visions, CES 2026 showed us how quickly the future is moving — and how soon these technologies could change the way we live, work, and advertise. In our latest WPP Media Intelligence Podcast, Kate Scott-Dawkins, Jeff Foster, and Nidhi Shah unpack: 🤖 The explosion of robotics across consumer and B2B sectors 📺 Micro RGB TVs that redefine color and thinness 📊 Shifts in global ad spend concentration & the evolving creator economy 🌍 How new regulations could reshape social media and AI adoption From futuristic tech on the CES show floor to the macro forces shaping media and marketing in 2026, this episode is packed with insights on what’s coming — and what brands should prepare for. Read a quick recap here ⤵️
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Content accounts for 58% of global ad revenue, with social and digital platforms as the primary growth engine, reaching $413.0 billion in 2025 (+12.8%). Streaming video and gaming also contribute, with gaming the fastest‑growing content channel from a smaller base. 📉 Legacy channels like linear TV continue slipping, though sports rights deals and ad‑supported streaming are cushioning the fall in some markets. Print is evolving into multimedia brand experiences, while digital audio gains ground with podcasts and streaming services. 📍 Globally, audiences are shifting from passive viewing to interactive, creator‑driven, short‑form content — from China’s booming microdramas to influencer commerce on Instagram and TikTok. Take a look at our latest numbers: https://ow.ly/k4aE50XNSM2 #ThisYearNextYear
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As 2025 draws to a close, we’re reflecting on what’s been a truly defining year for WPP Media ✨ This year, we built real momentum with our teams coming together across markets and disciplines to deliver intelligent growth for our clients and help shape the future of our industry, through ambition, collaboration, and a connected approach. Thank you to our people for the energy and drive you bring every day, and to our clients and partners for your trust and partnership. Wishing you a joyful holiday season and a strong start to 2026 🚀
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Location-based advertising holds about 5% of global ad revenue — that’s $56.9B in 2025 — and Out‑of‑Home (OOH) still leads the charge. Growth is fuelled by the return of commuters, world‑stage moments like the FIFA World Cup and Olympics, and fresh infrastructure investment worldwide. Digital OOH (DOOH) is the standout engine: +9.0% in 2025 to $22.2B, and a further 8.6% in 2026 as transit hubs, city centres, and landmark sites become dynamic, data‑driven canvases for brands. Cinema advertising keeps its premium, high‑engagement edge (+5.5% in 2025), but box‑office revenues still trail pre‑streaming peaks — even with blockbuster releases. Explore more in WPP Media’s latest TYNY Forecast: https://ow.ly/KiZI50XLBHp #ThisYearNextYear
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Commerce — retail media, travel, and financial services media networks — commands 15.6% of global advertising revenue, overtaking television for the first time according to our latest TYNY Forecast. 🛍️ Retail media is the driving force, projected to grow 11.3% in 2025 to $174.2B as platforms like Amazon, Mercado Libre, Walmart Connect, and local chains turn loyalty data into powerful advertising networks. ✈️ Behind the headlines, travel media (+22.9%) and financial services media (+25.6%) are scaling quickly from smaller bases, adding new channels to the commerce mix and expanding opportunities for targeted campaigns. Check out the latest TYNY forecast figures: https://ow.ly/Rxjv50XL5ms #ThisYearNextYear
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Athletes aren’t just players. They’re media powerhouses, entrepreneurs, and community builders. The brands winning in 2025 know how to co-create from day one.
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According to our latest figures, the Intelligence category (search + emerging AI formats) accounts for 21% of global ad revenue. Traditional search still leads, but proactive tools like AI answer engines, chatbots, and “zero‑click” results are shifting how people (and algorithms) discover products. 📍 Global shifts: • U.S. – Bots starting journeys once led by retail sites • China – Search lives inside closed commerce ecosystems • U.K. – Tightening data rules could reshape targeting This evolution may pull spend from retail media while creating new opportunities to reach audiences earlier in their journey. Learn more here: https://ow.ly/mqxh50XKsuG #ThisYearNextYear
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Our This Year, Next Year 2025 forecast highlights sharp regional contrasts in advertising growth. Latin America is set to grow 14.3% this year, propelled by Brazil and Mexico, which account for more than 70% of the region’s revenue. The Middle East and Africa are projected to deliver the fastest long-term increase through 2030. North America remains the largest market at 39.8% share. Rising e‑commerce adoption and expanding media infrastructure underpin much of this growth: https://ow.ly/eLJF50XHg1o #ThisYearNextYear
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