2025年广告展望报告（英）_14页_4mb

Ad Spending Trends

• Digital channels like Social Platforms, Digital Display/Video, and CTV dominate spending growth, with 68% of marketers planning to increase Social Media budgets and 67% for Digital Display/Video. Traditional media such as Radio, Print, and TV are declining, reflecting a shift to digital and social-focused strategies driven by consumer engagement and industry optimism through 2024-2025.

AI as the Top Consumer Trend

• Generative AI leads consumer trends, surpassing Connected TV (CTV), with widespread adoption due to advancements like ChatGPT Store and GPT-4o. It's used in data analysis and copywriting by most marketers, supported by tech giants, highlighting AI's role in enhancing efficiency and daily workflows in advertising.

Automation: Fastest-Rising Investment

• Automation is growing rapidly as a key investment area, with a 17% increase in importance compared to July 2024 surveys. It streamlines omnichannel workflows, reduces manual tasks, and enables brand-safe creative at scale when combined with AI, making it crucial for efficient data handling and campaign optimization.

Shift to Multi-ID Future

• Concerns over consumer privacy and data deprecation, such as the cookieless future, are driving a move toward multi-ID measurement. This approach is necessary for accurate campaign attribution, avoiding reliance on third-party data, and integrating across open web and walled gardens to address ad avoidance and improve reach management.

Actionability in Ad Verification

• Actionability is critical for ad verification, ranking second in importance with a 22% rise. Marketers prioritize partner selection and ROI based on real-time decision-making, with 87% emphasizing rebuilding trust. Integration capabilities and flexible reporting are key factors, as a positive safety model addresses challenges like brand safety and limited innovation options.

Creative-Media Gap

• Only 14% of media and creative processes are fully synchronized, indicating a significant gap. This disparity harms personalized consumer experiences, presenting a major growth opportunity through independent ad tech platforms for better synergy and deep intelligence deployment.

Conclusion
The 2025 advertising landscape emphasizes digital growth, AI, automation, and adaptation to data changes, requiring strategic investments and synchronization to meet consumer expectations and market challenges.