The media landscape has come across big changes in the past year and 2025 will drive towards a fully addressable, shoppable and accountable media ecosystem, marking a shift into the “New Era of Media”.

According to GroupM’s 2024 Global End-of-Year Forecast, the global ad industry has surpassed US$1 trillion in total revenue in 2024 and climb 7.7% in 2025 to US$1.1 trillion. Advertising on digital platforms, which includes retail media as a segment, is what’s driving that increase.

The rapid integration of AI across the media value chain has also transformed how brands interact with consumers.

In a conversation with MARKETING-INTERACTIVE, Rupert McPetrie (pictured), CEO, GroupM China, also shared his optimism about the outlook of the media industry in 2025.With more elections concluded in 2024 than ever before, there is now more confidence and certainty, leading to greater optimism for 2025. He believes there’s a terrific opportunity for industry players in 2025 and it’s crucial for them to protect the spirit of entrepreneurialism.

Happy Friday MARKETING-INTERACTIVE listeners and welcome back to the weekly roundup. This marks our last episode for the year, so strap up as we take you through the top three stories you loved in 2024.

Happy Friday MARKETING-INTERACTIVE readers and welcome back to the weekly roundup. This week there were plenty of talks around town including a blackface incident, a burning Christmas tree and more. Tune in!