What's Happening?
Commerce media is projected to account for 15.6% of global ad revenue in 2025, reaching $178.2 billion, according to WPP Media's report. This marks an 11.6% increase and positions commerce media to overtake
total TV ad revenue for the first time. The report, which evaluates the advertising market based on media owner revenue, has expanded to include finance and travel media under commerce media. Meanwhile, TV ad revenues are expected to reach $167.4 billion in 2025, with its share of global ad revenue declining from 15.8% in 2024 to 14.6% in 2025, and further to 13.9% in 2026.
Why It's Important?
The shift in advertising revenue from traditional TV to commerce media reflects changing consumer behaviors and the growing influence of digital platforms. This transition could significantly impact the advertising strategies of businesses, pushing them to invest more in digital and commerce media channels. Companies that adapt to this shift may gain a competitive edge, while those reliant on traditional TV advertising might face challenges. The inclusion of finance and travel media under commerce media suggests a broadening of the digital advertising landscape, potentially offering new opportunities for targeted marketing and consumer engagement.
