GroupM's Rupert McPetrie on media outlook for 2025 and spirit of entrepreneurialism Artwork

Marketing Connected

Marketing Connected is your weekly low-down on the inspiring stories across Southeast Asia's marketing, advertising, and media industry.Visit our website at www.marketing-interactive.com for the latest updates in the marketing and advertising industry.

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Marketing Connected

GroupM's Rupert McPetrie on media outlook for 2025 and spirit of entrepreneurialism

January 24, 2025 • Marketing Interactive • Season 1 • Episode 25

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.