Global advertising industry has experienced moderate growth overall in recent years.  This trend is expected to continue throughout the forecast period. The advertising industry is highly consolidated, with four major groups dominating the competitive landscape. Companies such as Interpublic Group and Omnicom Group account for a large share of industry revenues and are highly acquisitive.

The global advertising industry had total revenues of $101,588.0m in 2017, representing a compound annual growth rate (CAGR) of 3.1% between 2013 and 2017. In comparison, the Asia-Pacific and US industries grew with CAGRs of 5% and 1.9% respectively, over the same period, to reach respective values of $31,898.0m and $42,174.0m in 2017.

Globally, the increase in smartphone penetration has caused a shift in the advertising industry to a more digital field. The average amount of time an individual spends on their mobile phone in a single day is approximately 90 minutes, which equates to 23 days over the course of a year, making digital advertising a lucrative avenue to achieve growth.

The food, beverage & personal/healthcare segment was the industries most lucrative in 2017, with total revenues of $28,237.5m, equivalent to 27.8% of the industry's overall value. The retailer segment contributed revenues of $13,278.5m in 2017, equating to 13.1% of the industry's aggregate value. 

The digital channel has become a key way for advertisers to reach the largest possible audience. Advertising through social media platforms such as Facebook and Instagram has proved fruitful for advertisers looking to target millennials, whereas advertising on websites and search engines has helped heighten exposure to older internet users.