2025年数字广告现状报告

Discover the latest trends across digitaladvertising and retail media Sensor Tower|Our Customers Top publishers trustSensor Tower insights to grow their business Executive Summary|State of Digital Advertising2025 Included AdChannels United States Digital Ad Spend12months betweenAugust2024and July2025 Table of Contents Digital Advertising OverviewSocial Advertising TrendsOver-the-Top(OTT)Advertising TrendsRetail Media Advertising TrendsKey Events in2025Holiday ShoppingUnited States SportsBack-to-SchoolCategory SpotlightsShoppingConsumer Packaged Goods61523344550566168 About this Data:Digital Advertising Methodology The digital ad spending and impressions estimates presented in thisreport were compiled by Sensor Tower's Insights team using Pathmaticsby Sensor Tower Digital Advertising Insights. The figures mentioned in this report reflect estimated adinvestments made by advertisers through August31,2025. Data Collection:Pathmatics collects a sample of digital ads from theweb.In order to report the most complete picture of the digitaladvertising landscape,we utilize two leading data sourcing technologies:panels and data aggregators. Data includes select channels in each market.Figures in thisreport represent the totals for these channels only,not across alldigital formats. Pathmatics uses statistical sampling methods to estimate impressions,cost per thousand impressions(CPMs),and spend for each creative.Eachimpression served to our data aggregators and panelists is assigned aCPM,which when combined with impressions results in our spendestimates. Pathmatics OTT data is powered by a panel of real OTT&CTV viewersand includes data representative of all Smart TV brands,such as AmazonPrime Video,Disney+,HBO Max,Hulu,Netflix,Pluto TV,Tubi,Peacock,and Paramount+. Digital AdvertisingOverview -All Rights Reserved Global Overview|State of Digital Advertising2025 Monthly US Ad Spend onSocial Channels IsProjected to Surpass$10Billion by December2025 Included AdChannels Social ad channels like Facebook,YouTube,andTikTok accounted for the majority of digital ad spendin the United States.Advertisers tend to boost their adspend heading into the US holiday season,and as aresult,ad spend across social channels is projected toreach$10billion each month in Q42025. Among the included digital ad channels,Social leadsthe way across markets.A strong Q4is also forecastedfor other markets like Australia,Brazil,India,Japan,and the United Kingdom. Social Channels Led US AdSpend While OTT Achievedthe Highest Growth Included AdChannels Social ad spend is projected to reach$105billion inthe U.S.in2025,accounting for more than70%of thetotal among included channels.This would be an11%year-over-year(YoY)increase,roughly in line with theoverall market growth. Over-the-top(OTT)streaming services'U.S.ad spendis expected to increase21%YoY,while mobile is alsoon track for strong growth(+15%YoY).Desktop adspend growth is lagging in markets like the U.S.,Australia,and the UK,but it's still projected for stronggrowth in Canada and Germany. Share of Digital Ad Spend by Category12Months Between August2024-July2025 Shopping AdvertisingAccounts for23Cents Outof Every Dollar in USDigital Ad Spend Included AdChannels In the US,Shopping was the top category for digital adspending,with leading subcategories including Apparel,General Shopping,and Home&Garden.ConsumerPackaged Goods and Media&Entertainment also eachaccounted for more than10%of digital ad spend,withtop subcategories including Food&Beverages,PersonalCare,and Film&Television. Shopping was the top category in every included marketexcept for Japan,where it ranked third behind Media&Entertainment and Gaming.Shopping ads areparticularly popular in Europe,accounting for more thana third of digital ad spend in France,Germany,and Italy. Top Categories by Digital Ad SpendJanuary-July2025 Strong Ad Spend GrowthAcross Most CategoriesOffset Declines fromShopping and CPG Included AdChannels Chinese-backed retailers like Temu and SHEIN havesignificantly reduced their US ad spending amidconcerns over tariffs,instead redirecting theirinvestments to other markets in Europe,Asia,andLatin America.The recent end of the"de minimisexemption"will likely only accelerate this shift. Consumer Packaged Goods(CPG)ad spend also saw adecline,driven by a particularly large25%year-over-year(YoY)drop in the Household Suppliessubcategory. These declines were offset by increased ad spend inother categories,including Gaming,Financial Services,and Software,which maintained the overall growth ofthe US market. Top Advertisers by Digital Ad SpendAugust2024-July2025 Amazon is a TopAdvertiser Globally WhileTemu Expands Outsidethe US Included AdChannels Between August2024and July2025,Amazon was thetop digital advertiser by spend in the United States,Canada,Germany,Italy,and the United Kingdom.Itwas also among the top three in Australia,Brazil,France,India,Japan,Mexico,and Spain,demonstrating its near