消费者、广告与媒体趋势关键洞察——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 Insight 1:Ad spend shifts signal more focused H2......................................................4 Insight 2:Strategic priorities: Demand Gen and Privacy...........................................5 Insight 3:Automotive marketers double down on Gen AI.........................................7 Insight 4:AI moves from experimentation to execution.............................................8 CTV advances with personalization and performance....................... 10 Conclusion and Methodology......................................................................12 Introduction Thank you for reading Mediaocean’s 2025 H2Automotive Market Report. These insights reflectinput from marketing professionals, focused onkey consumer and technology trends along withprojected 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 fourth in our series of bi-annualvertical market reports reflecting over 300 automotiverespondents, with the first published in January 2024.The most recent data points used in this research arebased on surveys conducted in May 2025. Ad spendshifts signalmore focused H2 For each media channel below, do you expectto increase, decrease, or maintain your spend? Automotive marketers are approaching thesecond half of 2025 with a more focused lens—balancing caution with continued investment inperformance-driven channels. While some budgettightening is clearly underway, most respondentsstill plan to either maintain or grow spend acrossthe majority of media types. CTV stands out as the top priority for the category,with 67% of automotive marketers planning to increasespend—a 31% jump over the first half of the year.This growth reinforces the channel’s role in connectingpremium reach with precision targeting, particularlyas linear audiences fragment and full-funnel impactbecomes more measurable. Search also saw solid momentum, with 64% planningto increase investment—though the pace of growthhas slowed compared to earlier in the year. Meanwhile,Digital Display/Video and Social Platforms saw equalshares of increase (50%), but both declined by morethan 25% compared to H1, indicating a potentialshift in how automotive brands are approachingreach and personalization at scale. However, not all channels fared as well. Print, OOH/DOOH, and Local TV saw notable drops in plannedincreases, and now each carry higher shares ofmarketers planning to decrease investment.National TV held steady, but with no net gain inspend outlook, signaling a continued reevaluationof upper-funnel reach strategies in a fragmentedmedia ecosystem. Radio/Audio saw a 45% increase in plannedinvestment—underscoring its renewed valuein driving regional activations and lower-funnelengagement. At the same time, Retail Mediasurged by 64%—the highest percentage changeacross any channel—highlighting its rapid ascentas a performance driver for marketers seekingmeasurable, commerce-linked outcomes. Taken together, these shifts suggest that whileautomotive marketers are not retreating, they arereallocating. The second half of the year will likelybe defined by prioritization—doubling down onchannels that deliver measurable outcomeswhile reducing exposure to those withless demonstrable value. Strategic priorities:Demand Genand Privacy Given current macroeconomic conditions, which advertisingcapabilities and media investments are most critical? While Performance-Driven Paid Media, Brand Advertising,and Measurement & Attribution remain the most criticalcapabilities for automotive marketers, two areas sawnotable gains in importance: Demand Generation andFirst-Party Data Mastery. Demand Generation increased 63% since the last waveof research. As high-consideration purchases like vehiclesrequire longer purchase cycles, automotive brands aredoubling down on efforts to build awareness, nurtureleads, and convert intent over time. First-Party Data Mastery also surged (+74%), reinforcingthe critical need for automotive brands to own the customerrelationship across increasingly complex and fragmenteddigital journeys. With third-party signals diminishing,automakers are investing more in CRM systems, loyaltyprograms, and data infrastructure to fuel smarter mediaand creative strategies. Privacy rose by 19%, signaling renewed attention to consumertrust and regulatory readiness. As data regulations tightenand some global enforcements becomes more aggressive,automotive marketers are investing in infrastructure thatensures privacy compliance—without compromisingpersonalization or performance. This trend reflectsa shift from treating privacy as a cost cent