Magna Intelligence

Magna Intelligence is the research arm of MAGNA Global, the media-investment unit of IPG Mediabrands. It publishes the most-cited global ad-spend forecasts on a quarterly cadence, covering ~70 countries and breaking spend by channel (TV, digital, OOH, audio, print, cinema) and sub-channel (CTV vs. linear TV; DOOH vs. traditional OOH; etc.).

For DOOH operators, the most useful Magna data is the channel-level growth projection (DOOH was projected at 18% YoY growth in the Q4 2025 forecast, vs. 3% for linear TV and 16% for CTV) and the programmatic-share projection (US pDOOH hit 30% of digital OOH in 2026 and is projected to reach 50% by 2028). The forecasts feed into agency planning, ad-tech valuation, and public-market analyst models.

Magna's forecast methodology combines bottom-up media-owner revenue data, top-down macroeconomic indicators, and proprietary survey panels. The forecasts are typically 3-6% accurate on directional channel growth at 18-month horizons; less reliable on exact dollar figures because of currency and inflation pass-through.

Other comparable forecast sources include eMarketer (Insider Intelligence), GroupM (the WPP equivalent), and Dentsu's Carat. Practitioners typically cross-reference all four to triangulate. Magna and eMarketer are the most-cited in DOOH-specific contexts.