美国广告支出、机遇与增长策略

A Snapshot intoU.S.AdSpend, Opportunities,and Strategies for Growth January 2025 Contents Foreword3Key Insights42025 Ad Spend Outlook5Investment Goals10Challenges & Growth Strategies14Using Gen AI for Planning & Activation18Video Streaming: Excitement & Concerns22Appendix: Methodology & About IAB25 Foreword The2025 Outlook Studycaptures the latest perspectivesfrom buy-side decision-makers at brands and agencies onprojectedU.S.adspend, emerging opportunities, and keychallenges for the year ahead. The report provides 2025 ad spend projections for themarket overall and at the channel level, while addressingcritical topics including cross-platform measurement,generative AI adoption, and performance-focusedinvestment. It surfaces key shifts in priorities andstrategies, enabling stakeholders to refine theirapproaches based on current market realities. With these insights, the ad industry can strategicallyprepare for 2025, benchmark their performance, andidentify new opportunities to navigate today’s rapidlyevolving advertising ecosystem. 01Ad spend will continue to grow in 2025 (+7.3% YoY) but will be slowerthan 2024’s cyclical event-driven surge (+11.8%). Key Insights 02Led by double-digit growth in CTV, social media, and retailmedia, alldigital channels will post growththis year. Linear TV will dip sharplyYoY due to the absence of cyclical events. 03Amid product inflation, ad ecosystem fragmentation, and measurementchallenges, buyers are prioritizing customer acquisition and cross-platform solutions along with optimizing R/F and MMM tactics. 04Despite the nascency of certain applications, 80% of buyers areusing or exploringGenAI tools for media planning and activation. 05Within the video streaming ecosystem,buyers are most bullishregardingitsevolution andgrowth whileconcerns with cross-platform measurement persist. 2025 Ad SpendOutlook01 Ad spend will continue to grow in 2025, but unlikelymatch 2024’s cyclical event-driven surge Following a double-digit ad spend increase in 2024driven by the Presidential Election and the SummerOlympics, buyers anticipate a more modest growthrate of 7.3% in 2025. PROJECTED % CHANGE AD SPEND YoY +11.8%+7.3%2024(vs. 2023) 2025(vs. 2024) The fastest-growing channels continue tobe where consumers and commerce thrive,and sight-sound-motion converge CTV, social media, and retail media (see page 9) are expected to postdouble-digit growth in 2025, offering buyers the most advancedpersonalization and measurement capabilities to reach audienceseffectively and drive business outcomes. In contrast, Linear TV is projected to take a steep hit YoY due primarilyto the lack of cyclical events. The fastest-growing channels in 2025 willalso command the largest market share With CTV, social, search, and display projected to make up nearly 70%of ad spend in 2025, this reinforces buyers’ interest in channels thatdeliver both addressability and measurability. Although retail media continues to grow,its slowing pace signals a need forimprovements to sustain momentum PROJECTED % CHANGERETAIL MEDIA AD SPEND YoY (Primarily CPG/Beauty) Retail media is projected to be the fastest-growing channel in 2025, 2xthe rate of ad spend overall, but its growth rate is expected to drop themost YoY (down 10% pts.). +25.1%+15.6%2024(vs. 2023) 2025(vs. 2024) This indicates that while buyers still value benefits like proximity tocommerce, closed-loop measurement, and integration with broaderretailer buys, challenges such as ecosystem fragmentation, lack ofstandardization, and rising costs are likely prompting pullbacks*. To maintain its strong growth, continued efforts are needed to ensureconsistency in measurement and standard definitions. 992025: n=107;2024: n=88; *Digiday, 2024Q:Please provide your estimated percent change (+/-%) in projected total media spend for FULL YEAR 2025 (Jan to Dec) compared toFULL YEAR 2024 actuals BY CHANNEL.-Retail Media Investment Goals02 Buyers are prioritizing customer acquisitionand optimizing R/F and MMM amid productinflation and ad ecosystem fragmentation An increased focus on customer acquisition suggests that brands arelooking to generate more revenue to compensate, among other things,for smaller margins stemming from persistent product inflation. The increasingly fragmented ad ecosystem compounded by signalloss and the proliferation/heightening of walled gardens has the buy-side revisiting and evolving marketing mix models (MMM) along withtactics to improve reach and frequency. In prioritizing customer acquisition,buyers are increasing their performanceadvertising initiatives Only 1 in 5 are increasing their branding, while more than half areincreasing performance ads. Fueling performance marketing'smomentum are demands forimmediate, measurable results FACTORS DRIVING SHIFT TOPERFORMANCE ADVERTISING Among those increasing performance advertising in 2025 Changes in business strategy designed to demonstrate ROI are keyfactors driving the shi