In Graphic Detail: eMarketer forecasts how digital marketing will evolve in 2025, and beyond 

Digital ad spend is plateauing, with growth rates slowing considerably between now and 2028, especially when compared to the boom times such as the immediate post-pandemic era.

EMarketer research further predicted the days of double-digit growth rates will soon be over with year-on-year growth to be just 8.7% in 2028 — compared that to the market conditions of 10 years earlier when growth was consistently above 20%.

There are various causes behind these declines, with uncertainty caused by macroeconomic machinations, the emergence of disruptive tech platforms, i.e., ChatGPT, etc., and digital media saturation. For example, the year-on-year growth of time spent with digital media will be just 2% this year, according to eMarketer’s researchers. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.