Tinuiti数字广告基准报告

Table of Contents Overall Trends Paid SocialFacebook, Instagram, TikTok, Snapchat, Pinterest, and Reddit06 Paid SearchGoogle and Microsoft Commerce MediaAmazon and Walmart Video and DisplayYouTube, Prime Video, Netflix, GDN, and More22 Methodology  Tinuiti is the largestindependent full-funnelmarketing agency in the U.S.across the media that mattersmost, with $4 billion in digitalmedia under management andmore than 1,200 employees. The Tinuiti Digital Ads Benchmark Report is based on anonymizedperformance data from advertising programs under Tinuiti management,with annual digital ad spend under management totaling over $4 billion.Samples are restricted to those programs that have remained active andmaintained a consistent strategy over the time periods studied. Unlessotherwise noted, all figures are based on same-client growth. The trendsand figures included are not meant to represent the official performanceof any advertising platform or the experiences of every advertiser. Q2 2025Overall Trends US Advertisers Continued to Grow Investment AcrossMost Major Ad Platforms in Q2 Ad spend growth accelerated across Google paid search, Meta, Amazon Sponsored Products, and YouTube in thesecond quarter, in line with expectations as many platforms saw softer year-ago comparisons in Q2 than in Q1. While tariffs are directly impacting the spend of some advertisers, in aggregate they have not significantlyinfluenced ad investment to this point. Many brands have taken other measures such as renegotiatingcontracts and shifting production where possible to protect margin while maintaining ad budgets. At least part of the reason ad spend has held up is the rollback of the most severe tariffs, with the once 145%rate on Chinese goods reduced to 30% in May, which clearly had a meaningful impact on China-based brandslike Shein and Temu. Both Shein and Temu appeared to pause Google shopping ads entirely in mid-April,seemingly as a result of the end of the de minimis exemption. Shein reactivated a little over a month later oncethe tariff rate was revised to 30%, and Temu started to reappear sparingly in Google shopping Auction Insightsreports at the end of June. There remains significant uncertainty surrounding the ultimate shape of US tariffs and whether any ratesestablished will be more than temporary given the administrations rapidly shifting policies over the lastseveral months. As was the case in Q1, uncertainty regarding US policy is already harming at least one platform in the form ofTikTok, with spend down 20% year over year in Q2 for the median same-store advertiser. While advertisers are not walking away from TikTok, many are diversifying their social media investment to other platforms as theultimate fate of the Chinese-owned video app remains in limbo. While advertisers continue to grow investment in YouTube video campaigns, they are also increasinglyaccessing Google’s video inventory through Demand Gen campaigns, with about half of Demand Gen spendgoing to video in June. Demand Gen spend rose 23% year over year in Q2, as Google’s April cutoff to create newVideo Action Campaigns pushed more spend into Demand Gen. Elsewhere in the world of ad-supported streaming video, brand adoption of Prime Video ads continues toexplode, with spend on the platform up 22% from Q1 to Q2. Competitive CPM rates and advanced audiencetargeting are making Prime Video ads attractive to both endemic brands that sell products directly on Amazonand non-endemic brands that don’t. For query-driven ad formats such as Amazon Sponsored Products and Google paid search, ad pricing slowed inthe second quarter and increases in click volume drove spend growth, as economic uncertainty did not appearto dampen consumer search demand. Amazon Sponsored Products click growth soared to 19%, the strongestgrowth observed for the format since Q4 2022, while Google paid search click growth was the highest it’s beensince Q4 2023. YouTube CPM fell just 1% year over year in Q2, the smallest decline for YouTube video campaigns since Q1 2022,as advertisers ran up against much weaker pricing comps in the second quarter. YouTube Shorts ads have grownsignificantly over the last couple of years, and while Shorts ads have seen a below-average CPM, they contributed18% of segmented spending in Q2 2025, which was second only to skippable in-stream ads. Q2 2025 Paid Social F A C E B O O K , I N S T A G R A M ,T I K T O K , S N A P C H A T ,P I N T E R E S T , A N D R E D D I T Meta advertising spendaccelerates in Q2 asimpression growth rebounds. Ad investment in Meta properties rose12% year over year in Q2, acceleratingfrom 11% growth in the first quarterof the year. Impressions rose 13% inthe second quarter, the fastest growthobserved since Q1 2024, while CPM wasflat compared to the same quarter lastyear. Meta announced in June that adswill be coming to WhatsApp, adding a newsource of ad impressions for advertisers totap into. Ads on Messenger, Meta’