Media Budgets 2025
Annual WFA & Ebiquity Survey
Media Budgets 2025
WFA and Ebiquity present the 2025 Media Budgets Survey, capturing strategies from 134 global brand leaders, including seven of the world’s top 10 advertisers. With $66 billion in annual ad spend represented, this survey provides an essential guide to the evolving priorities, challenges and innovations shaping media planning in 2025.
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Performance Marketing, AI and Sustainability
Facing economic challenges, brands are increasingly focusing on performance marketing, driven by retail media, to achieve measurable, short-term results. AI is also set to play a larger role in media planning and creative processes, as brands explore ways to optimise campaigns and drive efficiencies. Meanwhile, sustainability is solidifying as a priority, with brands embedding responsible practices into their media strategies to align with evolving expectations.
Key Insights into Global Advertiser Media Budget Decisions and Market Sentiment for 2025
- 50% of brands plan to increase media budgets, with stronger confidence in EMEA
- Increased focus on performance marketing and retail media channels
- AI expected to drive change across creative and campaign optimisation
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It is encouraging to see an upturn in European
sentiment following difficult years. With AI already
impacting media planning & buying, it is no surprise
expectations are high.
Nick Waters, Ebiquity CEO
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