2025年广告行业调查报告

Key insights on consumer, advertising,and media trends with data gatheredfrom nearly 700 leading marketing Table of contents Introduction............................................................................................................3 Foreword by Brian Wieser, Madison and Wall.......................................4 Insight 01:Ad spending: Marketers continue to prioritize digital channels............5 Insight 02:AI: Top consumer trend surpasses CTV........................................................7 Insight 03:Automation: The fastest-rising investment.................................................9 Insight 04:Shifting focus: Preparing for a multi-ID future........................................11 Insight 05:Actionability: Critical for ad verification.....................................................12 Insight 06:Creative-media gap: Small strides, big opportunities..........................13 Conclusion and Methodology......................................................................14 About Mediaocean and Flashtalking.......................................................15 Introduction Thank you for reading Mediaocean’s 2025 AdvertisingOutlook Report. These insights reflect input from nearly We primarily surveyed marketers and agencies,but also included perspectives from media companies,measurement firms, tech platforms, and other industry Foreword Of course, there are some problems underpinningmuch of this focus along with some under-realizedopportunities, too. To start, the use of performancemedia as practiced by many marketers comes at As examples, for all marketers a ban on TikTok in theUS will probably alter which social media vehicles US-based brands will work with. Tariffs and deportationswill alter prices and competitive dynamics withincategories and probably impact supply chains, too.These factors will impact the choices that all We often look at the world and the overall advertisingindustry, mindful that its ever-changing mix ofdifferent marketers, and focus on what will happenrather than what should happen. Surveys of groups For a similarly mixed trend, the key factor drivingadoption of AI is an ongoing need for efficiency—which is a laudable objective—but the ways inwhich efficiencies are realized often causes With that noted, we find ourselves in strongagreement with most of the observations raisedby the survey underpinning the Mediaocean 2025Advertising Outlook Report and further agree that At an industry level, 2025 will be a year oftremendous uncertainty for all of these reasons andmore, although many individual marketers will stillfind ways to adapt and thrive. Tactics and strategies Put differently, there is a tendency among manylarge marketers to prioritize the short-term growthof their proverbial trees rather than manage thelong-term health of their much bigger forests.That’s illustrated largely in the creative-media With individual practitioners increasingly incentivizedtowards shorter-term sales-like KPIs (in part becausenewer media channels and tools make it possibleto measure them relatively quickly), it’s natural that If there’s one important topic we think thatadvertisers appear to underestimate (by virtueof its low ranking among consumer trends),it’s the potential for political and advocacy issues With the massive expansion of workflowsthat follows from the ongoing growth of digitalchannels, the need for automation—and thus AI—trumps CTV in importance. And then, given the 01Insight For each media channel below, do you expect toincrease, decrease, or maintain your spend? Ad spending: Marketerscontinue to prioritize To make informed decisions, marketers needa clear understanding of the broader trends shapingadvertising spending. Our research indicates that the Social Media, Digital Display/Video, and Connected TV (CTV)remain the fastest-growing channels, with a consistent risein investment that aligns with consumer engagement andtime spent. Specifically, 68% of survey respondents plan to On the other hand, Radio/Audio has joined Print andTV in experiencing a decline in investment. While morerespondents are decreasing their budgets in these areas than Reviewing the data from the past four years, it’s evidentthat traditional media is being increasingly deprioritized asdigital channels gain momentum and popularity among bothconsumers and advertisers. Social Platforms, in particular, Looking at the numbers by industry vertical, morethan half of the sectors we surveyed identified SocialPlatforms as the primary channel for increased adspending, followed by one-quarter citing Digital Display/ 02Insight AI: Top consumer trendsurpasses CTV What are the most important consumer When we asked marketers to rank the most criticalconsumer technology and media trends, Generative AI(Gen AI) topped the list with 63%. As the technology hasundergone rapid and unprecedented advancements, OpenAI has remained at the forefront of this trend