MAM
dentsu’s global ad spend report predicts 6.8 per cent growth for 2024
MUMBAI: Advertisers, marketers and media establishments around the globe can bring out the bubbly. dentsu’s latest Global Ad Spend Forecasts has revealed a projected buoyant 6.8 per cent growth in global advertising spend for 2024, reaching $772.4 billion. This growth projection has been revised upwards following the return to double-digit growth (+10.7 per cent) of digital ad spend, the impact of sporting, political events and improved outlooks across the US, UK, Brazil & France.
Ad spend growth is forecast to continue at 5.9 per cent in 2025. The American region is expected to lead in 2025 with 6.3 per cent growth, driven by rich US and Brazilian markets where digital and streaming see sustained investments. The Asia-Pacific market is forecast to increase by 5.8 per cent, with AI-driven ad placements contributing to the increase in digital ad spend in markets like India. Lastly EMEA (Europe, the Middle East and Africa) has projected growth of five per cent, with strong digital performance in key markets including the UK. As the industry enters what dentsu identifies as the algorithmic era, data-enabled advertising will increasingly shape media strategies, with algorithmically enabled ad spend forecast to reach 79 per cent of total ad spend by 2027.
Artificial intelligence (AI) is no longer confined to experimental phases. It has become an integral tool for creating personalised, one-to-one consumer experiences. Generative AI applications like OpenAI’s GPT models are embedding themselves in everyday services, from Duolingo’s AI-driven tutor to Spotify’s personalised AI DJ. These advancements mark a new era of micro-moments that enhance user engagement by delivering tailored interactions at scale.
As algorithms increasingly gatekeep content visibility, brands are tapping into niche communities and fandoms to drive meaningful connections. Influencers, from content creators like Mr Beast to hyper-localised niche experts, are key to cutting through the digital noise. Additionally, connected television’s growing reach provides fertile ground for cross-platform storytelling, combining scale with intimacy. Paid social is forecast to grow by 8.7 per cent in 2025 (7.8 per cent three-year CAGR to 2027), supported by an integrated ecosystem that blends shopping, video, search, and gaming capabilities. This channel remains critical for engaging younger audiences, with 79.7 per cent of gen Z using Instagram monthly and 42 per cent of CMOs planning to boost influencer marketing investments. Paid search is expected to increase by 6.7 per cent (6.5 per cent three-year CAGR 2027), driven by continuous advancements in AI-powered features that sustain relevance amid the rise of social and retail search.
Retailers are stepping beyond traditional advertising, transforming their platforms into data-rich media ecosystems. Amazon leads this charge with a $50 billion ad revenue engine, while others like Walmart and TikTok are innovating through acquisitions and self-serve advertising solutions. This convergence is reshaping how brands measure success and optimize campaigns, fostering a holistic view of the consumer journey. From a media channel standpoint, the report highlighted that digital is expected to remain the fastest-growing channel, with a projected increase of 9.2 per cent in 2025 (8.8 per cent three-year CAGR to 2027) to reach $513.0 billion and capture 62.7 per cent of global ad spend. Significant growth is anticipated across key digital segments, with retail media leading the way at +21.9 per cent year-over-year (19.7 per cent three-year CAGR to 2027) as advertisers capitalise on the high value of retailer consumer data and increasingly invest in offsite advertising, including connected TV.
In a world flooded with content, quality emerges as a non-negotiable factor. Advertisers are increasingly prioritising transparent, sustainable programmatic supply chains and investing in impactful creatives to capture attention in crowded digital environments.
Attention metrics, such as “attentive seconds,” are now as critical as traditional ROI measurements, signaling a shift towards more meaningful audience engagement. Online video advertising is projected to rise by 8.0 per cent as advertisers continue to seek out high attention and trusted environments. Programmatic advertising is set to grow by 11.1 per cent and will account for more than 70 per cent of digital ad spend, with sustained momentum (10.9 per cent three-year CAGR to 2027).
Television ad spend growth is forecast to show marginal growth of 0.6 per cent in 2025, with connected television rapidly increasing (+18.4 per cent) thanks to ad-supported streaming, and broadcast television declining (-2.5 per cent). Meanwhile, print media continues to contract, while cinema and out-of-home (OOH) advertising continue to grow by 3.2 per cent and 3.9 per cent, respectively.
Significant ad spend increases are anticipated in finance (+6.4 per cent), pharmaceutical (+5.8 per cent), and travel and transport (+5.5 per cent) as these sectors adapt to meet evolving consumer needs.
Says dentsu’s global practice president- media Will Swayne: “Our 2025 forecast underscores the pivotal role of media in today’s economy. Data-driven and digital-first media investment strategies continue to reshape how brands connect with consumers. The surge in algorithmic media capabilities will drive fresh opportunities for brands to engage meaningfully and effectively with existing and new customers.Media investment strategy is key to transformation and growth as brands keep pace with evolving consumer behaviors.
“As digital channels continue to lead the way, the global advertising landscape is entering a new phase of growth and innovation. The projected 9.2 per cent increase in digital ad spend for 2025, driven by segments like retail media and connected TV, underscores the immense value of data-driven strategies. As algorithmic media capabilities take center stage, brands have an unprecedented opportunity to connect with consumers in more personalised and meaningful ways. The future of advertising is not just digital – it’s deeply connected, data-empowered, and poised for transformative growth,” added dentsu chief executive officer – media South Asia Anita Kotwani.
Despite technology’s global proliferation, access remains uneven. From regulatory hurdles to the high costs of advanced AI features, digital divides are becoming more pronounced. Brands must adopt nuanced, locally informed strategies to ensure inclusivity while navigating fragmented markets.
The algorithmic era promises opportunities for innovation in media and marketing. However, success will hinge on a brand’s ability to adapt to evolving consumer behaviors, leverage cutting-edge AI tools, and balance global aspirations with local sensitivities.
This year of impact calls for brands to be bold, innovative, and deeply attuned to the digital zeitgeist. The possibilities are infinite, but the imperative is clear: in 2025, making an impact is not optional—it’s the only way forward.
(Picture generated using Dall-E 3 generative AI tool)
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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