3大媒体融合趋势：在不断变化的格局中实现全球媒体规划的指南

A guide to global media planningthrough shifting landscapes Introduction The global media landscape of 2025 is a kaleidoscope ofshifting patterns, where traditional boundaries blur and newopportunities emerge in unexpected places. We‘re observingchanges in technology, generational preferences, and industrypractices that are influencing how audiences engage withcontent and how advertisers reach them. This media planning guide is your lens into this new reality.We‘ve sifted through the noise to identify the key forcesshaping our industry around the world. Our goal isn‘t just todescribe what‘s happening, but to equip you with the insightsneeded to navigate this changing landscape with confidence. In today‘s reality, the media ecosystem has evolved into afar more nuanced and multifaceted environment. Streamingplatforms, social media and even retail spaces are all jockeyingfor a piece of the advertising pie. The convergence is creatinga rich and complex mosaic of touchpoints for brands toconnect with consumers. 3 key trends As you plan your advertising strategies for 2025, staying ahead of evolving trends is crucialfor maximising campaign impact and audience engagement. In this report, we highlight keytrends that are reshaping how brands connect with audiences and how you can leveragethem to enhance your advertising efforts. Trend 3:Planning for thegenerational shift inmedia consumption habits Trend 2:Seizing the opportunity inretail media advertising Trend 1:Finding the balance betweentraditional and digital media The rapid growth of retail mediaadvertising offers new opportunities,but effectiveness varies widely byindustry and objectives. As channel mix becomes more complex,balancing investment across traditionaland emerging channels is challengingbut necessary. Generational divides persist.Different age groups consume mediain distinct ways in different markets,demanding tailored approaches. Finding the balance between traditionaland digital media Connected TV (CTV) devices and streamingservices have seen substantial growth,particularly in countries like the U.S., wherethey‘ve become the most popular viewingmethod. However, this development doesn‘tsignal the end of traditional TV. On the otherhand, traditional TV has shown remarkableresilience in the face of digital competition. Figure 1.1 1H 2024 In markets like Poland, traditional TV viewershipremains strong and continues to dominateviewing time, with only about 8% of time spentstreaming in the first-half of 2024. Even in theU.S., where streaming made up about 40% ofaudiences’ total TV time during the same period,77% of homes were reached by CTV devices—indicating further room for growth. This contrastbetween Poland and the U.S. illustrates thevaried pace of this transition globally. Figure 1.2 The trend suggests that global media strategiesneed to be nuanced and adaptable. While muchof media’s growth lies in digital platforms, thepresent reality is a complex environment whereboth traditional and digital platforms coexist andserve different viewer preferences. The gap between linear TV and CTV continues to grow TV reach in the U.S. For publishers For advertisers Action plan You need to develop market-specificstrategies that balance both traditional anddigital platforms. If you prioritise streamingplatforms in your media mix, considermaintaining a presence in traditionalbroadcast and cable to capture the still-significant audiences within these channels. The key focus should be on offeringintegrated solutions that combine your linearTV and streaming assets. Highlight the uniquestrengths of each platform, while providingadvertisers with unified sales packages andconsistent measurement across both. Despite the rise of streaming,traditional TV remains a significantpart of global media consumption. How can we help you? To effectively navigate this complex media landscape, you need acomprehensive cross-media solution. Nielsen ONE empowers you toconfidently build audiences, plan and measure across channels, andconnect your efforts to business outcomes—all from a single platform. in retail mediaadvertising Retail media advertising is evolving rapidly,expanding beyond simple sponsored listings toencompass a full-funnel approach with on-sitedisplays and off-site ads. This evolution alignswith the growing importance of retail media inglobal marketing strategies, as evidenced byNielsen‘s 2024 Annual Marketing Report, whichfound that 68% of global marketers considerretail media more crucial to their strategies thanin the previous year. Figure 2.1 Steady growth in Amazon retail media monthly ad spend Amazon Retail Media monthly ad spend in Japan (USD) Across various markets, the spend on retailmedia advertising is increasing. Amazon adspend in Japan aligns with this, showingconsistent month-over-month growth. However,this upward trend is not uniform across allindustry segments. In the U.K., about a thirdof top electronics advertisers al