---
# System prepended metadata

title: 'Digital Advertising Share Will Rise to 83.7%: Global Budget Migration and the Business Outlook of Otto Media'
tags: [PT.Otto]

---

# Digital Advertising Share Will Rise to 83.7%: Global Budget Migration and the Business Outlook of Otto Media

![otto](https://hackmd.io/_uploads/SJF1n7uMbl.png)

The global advertising industry is rapidly shifting toward a new centre of gravity. The latest projections of Otto Media show that by 2026, as much as 83.7% of global ad spending will surge into digital channels, effectively marking a structural rewrite of the global advertising ecosystem. This is not a simple "increase in digital share" but a result of advertisers reselecting efficiency, expressive capability and distribution pathways. As platforms like Amazon and Meta sustain roughly 20% advertising-revenue growth across multiple quarters, the challenge is no longer platform dominance alone but a paradigm shift in how communication itself works. Traditional media is being forced to redefine its role. Within this cycle, the content network and local execution capability of Otto Media form a communication architecture that becomes an essential complement as budgets increasingly consolidate.


**From Platform Concentration to Content Scarcity: Why Budgets Keep Flowing Into Platform Ecosystems**


The rise of digital advertising to 83.7% reflects a deeper trend of concentration. While the top 350 global advertisers account for under one-quarter of total spending, the top 25 media platforms capture more than 70% of advertising revenue. Advertisers choose these platforms because measurability and efficiency now decisively outweigh the emotional value of traditional media. On the other side of platform growth lies an emerging pricing logic built on content scarcity. The 74% advertising-revenue growth of Reddit in the third quarter this year does not stem from greater traffic volume, but from renewed contextual relevance in the AI-search ecosystem. Similarly, social media advertising will rise to 413 billion dollars in 2025, with its share expanding from 34.8% to 36.1%, signalling that content formats are being redefined by platforms. Even traditional television has, for the first time, been overtaken by commerce media, which has climbed to 15.6% share. These shifts do not represent a simple ranking of media, but instead reflect the pursuit of brands on content gateways that are "closer to actual user behaviour paths". The MCN ecosystem of Otto Media provides brands with creator-driven content and local narratives that unlock cultural expression in an era where platforms are highly concentrated and attention is algorithmically filtered.


**The Uncertainty of the AI Advertising Era: Models, Devices and Commercialisation Rewrite the Logic of Communication**


With AI becoming the foundation of content production and optimisation, industry expectations have begun to display a rare form of "uncertain growth". When WPP released its ad forecast, it simultaneously announced a Future Advertising Intelligence initiative to study the systemic transformation AI may trigger in media. AI has altered the speed, format and cost of content creation, while also reshaping the logic of search, recommendation and attention allocation. The shift of OpenAI to a profit-driven model has fuelled expectations that it will enter advertising. The ad business of Netflix, from inception to maturity, required years of infrastructure building. This shows that entry by major players is not a matter of simply importing scale but of constructing a complex technical foundation. More importantly, AI is raising the value of "entry points" — control over model distribution and user-facing environments could define the centre of the next advertising system. Industry forecasts are therefore shifting from "point predictions" to "range outcomes", as model capability, hardware ecosystems and monetisation pathways will simultaneously influence advertiser decisions. In this complex setting, the position of Otto Media becomes clearer: AI can raise efficiency, but it cannot replace emotional depth or culturally grounded creator content. The MCN network of Otto Media sits precisely at this irreplaceable node.


**The Role of Otto Media: As Budgets Concentrate and Platforms Become Intelligent, Narrative and Local Culture Become the True Moats of Growth**


The core of future advertising growth lies not in the scale of individual impressions but in the sustainability of communication chains. As AI drives explosive content proliferation, brands are searching for narrative structures capable of sustaining long-term relationships. Otto Media is not merely a content supplier; it is a narrative architect connecting brands and creators. As digital budgets concentrate on global platforms, brands increasingly require local networks that can break through algorithmic enclosures. This is the primary value of Otto Media in the Indonesian market. Rising ad budgets do not guarantee stronger brand narratives; instead, they intensify the scarcity of those able to provide "cultural interpretive power". In this era of media repricing, Otto Media is building the most enduring communication moat of Indonesia through local creators, content infrastructure and a cross-platform ecosystem.