Google Canada announced a 2.5% surcharge on ads on its platforms as of October 2024 due to the DST. Our digital ad spending forecast reflects slower growth in 2025 due to the DST. We expect 8.8% growth in the digital advertising market next year, down from 15.0% in 2024, due to the tax鈥檚 effect on media buying returns. Predictions.
US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV鈥攍ong a mainstay of political advertising鈥攚ill hold its own.
Google and Meta will account for just over 50% of worldwide digital ad spending in 2024, marginally higher than their 47% share in the US market. Amazon鈥檚 share will be much lower (8.8%)鈥攁lthough it will be among the leaders in revenue growth.