This year, WFA and Ebiquity partnered with 16 national advertiser associations to create both global and local benchmarks, with a view to providing industry support as marketers around the world are planning and evaluating their plans for the year(s) to come.

National associations in the WFA network that participated in this survey: AANA (Australia), ABG (UAE), ACA (Canada), ANZA (New Zealand), APAN (Portugal), ISA (India), ISBA (UK), JAA (Japan), Marketing Finland, MASA (South Africa), OWM (Germany), PAS (Pakistan), RVD (Turkey), SWA-ASA (Switzerland), Union des marques (France), UPA (Italy)

Global findings at a glance

• Media budgets tend to grow despite wider business caution
• Global marketers likely to prioritise performance activity, whilst local is more balanced
• Connected TV likely to dominate growth as traditional channels decline
• Strong desire for deeper integration between media and creative
• Outcome based agency remuneration models likely to become more prominent
• Retail media forecast to continue high growth trajectory