2025年第三季度趋势报告

QuarterlyTrends Report Q3 2025:building the infrastructure to win in Q4 Q3 isn’t showtime. It’s the quarter where smart marketers build the muscle that carriesthem through holiday peaks. While Q1 is for trying out the new tactics you planned last year and Q2 is about turningefficiency gains into repeatable infrastructure, Q3 is when you stress-test everything:data hygiene, pacing frameworks, automation guardrails, feed accuracy, and budgetallocation models. This is the unglamorous work that separates teams that ride Q4peaks from teams that react to them in real time, which means too late. This quarter’s reality check: the economic backdrop is shifting.Deloitte forecaststhatconsumer spending growth will slow in 2026 after holding relatively strong through2025, driven by softening wage growth and persistent inflation pressures. That meansQ3 2025 was a balancing act: prepare aggressively for holiday demand but withguardrails. Scale what’s working but with discipline. The margin for waste is shrinking. For over 15 years,Skai’s Quarterly Trends reportshave tracked the evolution of digitaladvertising across retail media, paid search, and paid social. This quarter’s analysis,drawing from over 1 trillion impressions, 8.6 billion clicks, and $8.9 billion in spending,isn’t just a Q3 recap. It’s designed to give you time to act. Inside, you’ll find detailedbreakdowns across retail media, search, and social performance, Prime Big Deal Daysanalysis with tactical lessons for Cyber 5, category-level spend patterns showing wherecompetition is intensifying, and forward-looking guidance on how AI is reshaping bothmarketer workflows and consumer decision-making. The teams that win Q4 aren’t the ones that spend the most. They’re the onesthat prepare the best. If you’re finalizing holiday strategies or making final budgetadjustments before year-end, this report will show you where to focus, what to scale,and what infrastructure gaps to close before it’s too late. Within this report, you will find: Prime Big DealDays diagnostic. Market contextand macro trends. Retail mediaperformance. Key developments from Q32025, including economicheadwinds affecting 2026planning, Prime Big DealDays 2025 performanceinsights, and platformannouncements reshapingadvertiser strategy. Deep-dive metrics acrossAmazon, Walmart, andemerging networks, withanalysis of format shifts,DSP adoption patterns,and category-level spenddynamics, revealing wheregrowth is concentrating. October 7-8 eventperformance showing whatbroke, what scaled, andwhat tactical lessons applydirectly to Cyber 5 andextended holiday planning. Search and socialchannel trends. AI’s infrastructure rolein marketing. Q4 preparationstrategies. What the data shows abouthow marketers actually useit, why 95% of enterpriseAI pilots still fail to deliverbusiness results, and theevolving role of marketersin a rapidly changing AI-shopping world. Paid search maintainsits role as high-intentinfrastructure amid risingcompetition, while paidsocial demonstratesrenewed efficiencyafter quarters ofplatform volatility. Tactical guidance onbuilding real-time flexibilityinto campaigns, settingguardrails for automatedbidding, and balancingaggressive holiday scalingwith economic caution. 01 Q3 2025 market context 02Commerce media 03 How AI is reshaping commerce media 04Looking ahead 05Conclusion 06Methodology 07About SkaiTABLE OF CONTENTS Q3 2025 market context: news and notes from Q3 Several notable developments shaped the digital advertising landscape in Q3 2025, setting the stage for aneventful finish to the year and providing early signals for 2026 planning. Global ad spend revised upward to $1.17 trillion. Industry forecasts were adjusted higher mid-year, reflecting sustained advertiser confidence despiteongoing economic uncertainty. The increase signals that brands view digital advertising (particularlyperformance channels) as essential infrastructure rather than discretionary spend. Commercemedia, paid search, and social continue to command the largest share of growth investment. Prime Big Deal Days helps drive $24 billion in total U.S. ecommerce spending. Amazon’s October sales event, held October 7-8, generated significant momentum heading into theholiday season. The two-day event demonstrated that efficiency gains are achievable even duringpeak demand periods, with click-through rates rising 74% year over year while costs remainedstable, based on ad spend in Skai’s platform. The strong performance suggests consumers areprimed for holiday shopping earlier than ever, and advertisers that prepared inventory and creativein advance are the ones that captured an outsized share. Google’s AI Overviews now reach 2 billion users monthly. The expansion ofAI-generated search resultscontinues to reshape how consumers discoverproducts and evaluate options. For advertisers, this means visibility increasingly depends onstructured data, clear product attributes, and content that A