Archive · 2 Sep 2026
Sorrell Sees Digital Spending Dominating Global Advertising
Sir Martin Sorrell says advertising is moving quickly from traditional media to digital platforms.
He estimates that the global advertising market will be worth about $1.3 trillion this year.
Digital advertising could pass $1 trillion, while traditional media is shrinking.
A large part of digital advertising is controlled by Google, Meta, Amazon and TikTok.
Sorrell says companies are slower than ordinary consumers to start using artificial intelligence.
Businesses often make big changes only when competitors or difficult economic conditions force them to do so.
He also says brands need to publish clear and plentiful information online.
This helps AI systems find and understand their products and services.
Sorrell expects most spending eventually to become digital in some form.
Global advertising is expected to grow from about $1.2 trillion last year to $1.3 trillion this year, according to Sir Martin Sorrell.
Digital advertising, valued at about $900 billion last year, is expected to exceed $1 trillion this year, while traditional media declines.
Google, Meta, Amazon and TikTok together accounted for more than $600 billion of last year’s advertising economy.
Sorrell says consumers are adopting artificial intelligence faster than companies, which often change only when facing competitive or economic pressure.
He expects marketing spending on digital platforms to rise from more than 70% toward 80% or higher, making content increasingly important for generative AI discovery.
- Who
- Sir Martin Sorrell, founder and executive chairman of S4 Capital and former founder and leader of WPP, discussed the advertising industry.
- What
- He described the shift from traditional advertising to digital platforms, the role of major technology companies, and the slow adoption of artificial intelligence by corporations.
- When
- The interview discusses the current year’s advertising outlook and figures from last year.
- Where
- The interview addresses global markets, with specific references to India, Korea, China, the United States and other countries.
- Why
- Sorrell argues that digital technology, AI, competitive pressure and changing economic conditions are reshaping advertising and agency businesses.
Independent Ad Tech and Agency Disruption
Platform Concentration and Internal Transformation
Future of media buying
Independent Ad Tech and Agency Disruption
The interview’s premise suggests advertisers are increasingly moving toward independent ad-tech companies such as The Trade Desk and Magnite.
Platform Concentration and Internal Transformation
Sorrell rejects that view, arguing that Google, Meta, Amazon and TikTok already account for more than half of the advertising market.
Consultants and agencies
Independent Ad Tech and Agency Disruption
Consulting companies with technology and IT roots are expanding into marketing and advertising, challenging traditional agencies.
Platform Concentration and Internal Transformation
Agencies are also moving into IT and technology, but Sorrell says their traditional-media exposure can make transformation difficult.
Corporate AI adoption
Independent Ad Tech and Agency Disruption
Competitive threats, supply-chain problems and economic pressure can push companies to adopt AI at scale.
Platform Concentration and Internal Transformation
Companies performing well may see little need to change; Sorrell says corporations have generally adopted AI more slowly than consumers.
- Global advertising market
- About $1.2 trillion last year; expected to reach about $1.3 trillion this year.
- Digital advertising
- About $900 billion last year and expected to exceed $1 trillion this year, excluding mainland China.
- Traditional media
- About $300 billion last year and described by Sorrell as declining.
- Major platforms
- Google, Meta, Amazon and TikTok generated more than $600 billion combined last year, according to Sorrell.
- Digital marketing share
- Companies are spending more than 70% of marketing budgets on digital platforms, potentially rising to 80% or more.
- AI adoption
- Sorrell says consumers are adopting AI faster than companies.
- Content strategy
- Brands should provide extensive online information so AI agents can find and understand their products, services and companies.