消费者、广告及媒体趋势关键洞察：基于领先营销行业专业人士的数据

Key insights on consumer, advertising,and media trends, with data gathered fromleading marketing industry professionals. Table of contents Introduction............................................................................................................3 Foreword by Karsten Weide............................................................................4 Insight 1:Ad spend remaining resilient.............................................................................5 Insight 2:Strategic priorities: Identity and Demand Gen...........................................6 Insight 3:Marketers double down on Gen AI.................................................................8 Insight 4:Gen AI matures across marketing functions............................................ 10 Insight 5: Personalization and measurementlead the next phase of CTV............................................................................12 Conclusion and Methodology...................................................................... 14 Afterword by Jon Lafayette..........................................................................15 Introduction Thank you for reading Mediaocean’s 2025 H2Market Report. These insights reflect input from464 marketing professionals, focused on keyconsumer and technology trends along with2025 H2 projected media investments. We primarily surveyed marketers and agencies,but also included perspectives from media companies,measurement firms, tech platforms, and other industrycohorts. This is the eighth in our series of bi-annualmarket reports, reflecting over 5,500 total respondents,with the first published at the end of 2021. The mostrecent data points used in this research are basedon surveys conducted in May 2025. Foreword When asked what factors were most important todrive the next phase of CTV, marketers first pointedto personalization, cited by 28% as the top driverof CTV’s full-funnel performance. Measuring reach,frequency, and outcomes also remain critical pillars.Yet challenges persist. Fragmentation is a key painpoint, with more than half of marketers citing limitedcross-channel visibility, fragmented measurement,and data silos as persistent hurdles. What also stands out in this survey is the industry’ssharpened focus on identity and demand generationas strategic priorities. The share of respondents whoprioritize identity solutions surged by 41%, signalinga response to the ongoing erosion of third-partysignals, exacerbated by the uncertain impact ofGoogle’s decision to offer user-choice controlsfor third-party cookies in the Chrome browser,and the accelerating shift to a multi-ID world.Marketers are embracing flexible, privacy-compliantstrategies—leveraging first-party IDs, partner IDs,and probabilistic approaches—to maintain targetingand measurement effectiveness. Meanwhile, demandgeneration’s 33% rise underscores a commitment toscalable, long-term growth, as brands seek to nurturecustomer relationships in a climate of economicuncertainty and constrained budgets. As we navigate the second half of 2025,the advertising industry stands at a juncturewhere marketers are meeting acceleratingchange with resilience, reinvention, and acommitment to innovation. Mediaocean’s 2025H2 Market Report—drawing on the insights ofnearly 500 marketing professionals—paints apicture of an industry not merely adapting tochange but actively shaping what comes next.This eighth installment in Mediaocean’s bi-annualseries, capturing the perspectives of brands,agencies, media companies and tech platforms,underscores a collective confidence in advertising’spower to drive connection, growth, and impactamid a complex global landscape. This report also captures a heightened sensitivityto political advocacy trends, which surged 82% inimportance. As consumer values intersect with publicdiscourse, brands are recalibrating messaging andpartnerships to align with an increasingly value-drivenand vocal audience. The broader context remains dynamic. Economicuncertainty persists, interwoven with political andsocietal shifts that demand brands’ attention. Yet,marketers are responding with measured optimism,reallocating budgets with precision rather thanretreating. This report reveals a strategic pivottoward smarter, data-driven investments, withConnected TV (CTV), social platforms, and digitaldisplay/video leading planned spending increases.CTV, in particular, continues its ascent, with 58%of respondents planning to boost investment. Thisreflects CTV’s unique ability to blend the emotionalresonance of traditional TV with the precision ofdigital, making it a cornerstone for both brand-building and performance-driven campaigns.Equally notable is the 22% decline in the share ofrespondents planning to increase search advertisingspending—likely driven by consumers’ growinguse of AI chatbots for discovery and research. Mediaocean’s 2025 H2 Market Report showcasesan industry thriving on innovation amid challenges