Key Insights from the WFA 2025 Media Budgets Survey

The latest World Federation of Advertisers (WFA) Media Budgets Survey provides a compelling glimpse into how top global brands are adapting their strategies to address economic uncertainty, technological advancements, and shifting consumer expectations.

With insights from 134 brand leaders representing $66 billion in annual ad spend, this survey highlights the priorities and challenges shaping media investment decisions for the coming year.

Here are my key findings from the survey and what they mean for advertisers looking to stay ahead.

Media Budgets are on the Rise

Despite economic headwinds, 50% of the brands surveyed plan to increase their media budgets in 2025.

Notably, advertisers in the Europe, Middle East, and Africa (EMEA) region are particularly confident, reflecting a regional resurgence in media investment. This contrasts with more cautious growth projections in North America and Asia-Pacific, where economic challenges continue to temper optimism.

This confidence reflects a recognition of the critical role that media investment plays in driving growth during uncertain times. Advertisers understand that cutting back on media spend can harm long-term brand equity, particularly in competitive markets.

For advertisers, this signals an increasingly crowded marketplace. With greater competition for media inventory, brands must plan strategically to maximise the impact of their budgets.

Those who leverage data-driven insights to optimise their campaigns and media mix will be best positioned to stand out.

A Shift towards Performance Marketing

As economic pressures mount, performance marketing is becoming a focal point for brands aiming to deliver measurable results.

The survey highlights a marked shift towards performance marketing, with 42% of these budgets earmarked for performance-driven marketing initiatives, a significant jump from 21% in 2024.

However, while the shift to performance marketing is understandable, it comes with a caveat. Over-focusing on short-term results can undermine the brand-building efforts needed for sustainable growth.

Advertisers must strike a careful balance, ensuring their media strategies support both immediate returns and long-term objectives.

AI: A Game-Changer for Media Planning

AI adoption is accelerating, with 58% of respondents planning to increase their use of AI tools in media planning.

Key applications include campaign optimisation, predictive analytics, and creative personalisation. These technologies promise not only to enhance efficiency but also to deliver deeper insights into consumer behaviour.

Yet, while the opportunities are vast, advertisers must proceed with caution. The survey highlights that 41% of advertisers feel underprepared to implement AI-driven solutions, citing concerns around data privacy, algorithmic bias, and the need for upskilling teams.

Those who invest in AI-driven tools and upskill their teams to harness this technology will gain a significant competitive advantage.

The Importance of Sustainability

Sustainability continues to climb the agenda, with 64% of advertisers committing to integrating sustainability goals into their media strategies.

This includes reducing carbon emissions from media supply chains and prioritising partnerships with environmentally responsible platforms.

Interestingly, the survey also found that 32% of brands now measure the carbon footprint of their media activities - a figure expected to grow significantly as tools and methodologies improve.

Consumers are increasingly demanding transparency, and brands that can demonstrate a genuine commitment to sustainability will reap reputational benefits.

What This Means for Advertisers

The WFA 2025 Media Budgets Survey offers valuable insights into the evolving priorities of top global advertisers. Here are three actionable steps to help advertisers navigate these trends:

1. Reassess Budget Allocation: With 50% of brands increasing their media budgets, ensuring the right balance between performance marketing and brand building will be critical to success.

2. Leverage AI Technology: As 58% of advertisers plan to expand AI use in 2025, investing in AI-powered tools for media planning and media analytics is no longer optional - it’s essential for staying competitive.

3. Prioritise Sustainability: With 64% of brands embedding sustainability into their media strategies, advertisers must ensure their media investments align with evolving consumer expectations and environmental responsibilities.

Conclusion and Next Steps

2025 promises to be a year of both challenges and opportunities for advertisers.

As the media landscape becomes more complex, having the right partners and tools to navigate these changes is crucial.

At Abintus Consulting, we are uniquely positioned to help advertisers tackle these challenges and seize opportunities:

1. Reassess Budget Allocation with Holistic Media Auditing: Our comprehensive auditing approach provides a 360-degree diagnostic assessment of your media investments. We help identify inefficiencies, optimise budget allocation, and ensure a balanced focus on both performance marketing and long-term brand building.

2. Leverage AI Technology with Cutting-Edge Media Analytics: Our latest version of media performance tracking tools incorporates AI capabilities, allowing advertisers to extract insights faster than ever. These tools enable real-time optimisation of media investments and provide actionable recommendations to maximise return on investment.

3. Enhance Sustainability Efforts Through Expert Consultancy: We offer strategic guidance on embedding sustainability into your media strategy. From reducing the carbon footprint of your media supply chain to implementing sustainable practices internally, we help align your media investments with consumer expectations and environmental goals.

If you’re ready to future-proof your media strategy and align it with 2025’s key trends, get in touch with us today. Together, we can turn these insights into actionable results and ensure your business thrives in the year ahead.