The GroupM collected data from thirty-five countries which revealed cumulative transactions worth $2.105 trillion, the growth of 17% over the prior year. GroupM predicts 15% growth in 2018 to $2.442 trillion or about 10% of all retail. The new report focuses on the impact of technology and digital capabilities on consumers and advertisers.
GroupM Global CEO Kelly Clark said: “Automation and talent are the big themes in advertising’s current revolution. One of the downsides of specialization is the increase in specialists who know more and more about less and less. We have to use automation to liberate brain-power, so talented people can look across the entire media ecosystem to help clients optimize short-term results and create long-term brand value.”