2025年广告趋势报告

Introduction 02 Trend #1: Commerce Media: It’s More Than Retail03 Trend #3: AI After the Hysteria Trend #4: Search without Borders Advertising in 202512 Marketers are an optimistic bunch. We see the upside and possibility in the world aroundup: The things that make our brands great, the ways our products and services can change And, largely speaking, we extend that same optimism to the technology that enters our world. We always want the newest tech sensation to be the Next Great Tool—the one that helps usachieve our goals more successfully and in less time; that helps us work smarter (not harder);that lets us make more money while having more time to spend with our families and friends. In recent years, the industry has been abuzz with the promise of future-forwarddevelopments. From the potential of Web3 and blockchain to AI, AR/VR, and beyond,marketers and advertisers have fallen and fallen hard—sometimes in love, sometimes right on But even optimists and futurists can have their limits, and at a certain point, that curiositybegins to morph into skepticism. Heading into 2025, more and more marketers findthemselves looking past the hype and the upside and, instead, asking that age-old question: The industry is still grappling with a host of challenges that have frustrated advertisers foryears—things like addressability, measurement, streaming activation, and new opportunitiesfor reach and incrementality— and advertisers are eager to find real solutions that drive # Commerce Media:It’s More Than Retail Until recently, commerce media seemed like a niche channel for retail and CPG, withretail media networks sprouting up like weeds and luring starry-eyed advertisers withpromises of engaged audiences backed by first-party data. But now, brands in industries of all kinds have seen the potential value lying dormant in theirstockpiles of first-party data—an estimated$1.3trillionworth of value1—and the old adage is And it is, truly, all about the data. Withthird-party cookies fading into the rearviewand 60% of US marketers turning to first-party data strategies,2commerce mediaoffers many advertisers the best of bothworlds: A way to expand audiences and TREND #1 Commerce Media: It’s More Than Retail Keys to Commerce Media Success But the tactic is not without its commensurate set of accompanying headaches, andadvertisers will need to be thoughtful and deliberate about their commerce mediastrategies. Fragmentation was (and is) a problem, as is any consistency aroundmeasurement and transparency, as there are not yet widely adopted industry standards To begin, look inward: Is your own datahouse in order? Do you have the rightcreative to meet the right audience on theright network? And, when considering whichof those ever-expanding media networks US marketers who say that they are morelikely to invest in retail media because of Commerce media is an extraordinary opportunity, and one that reflects a broader shiftin digital advertising where first-party, data collaboration, and non-traditional vendors/publishers play a key role. But the tactic carries many of the same risks as any other CTV Meets its Potential After years of hype, predictions, hyperbole, and preparation, CTV is finally startingto turn into the channel that marketers have long dreamed it could be. Advertisers now have ample access to cost-effective, high-quality, and increasinglyprogrammatic inventory across an array of platforms, with CPMs steadily decreasingas new inventory floods the market. They’re also able to do more accurate (and more In 2025, advertisers will enjoy increasedaddressability on CTV thanks to growingadoption of alternative IDs, as well as theexpanded use of data clean rooms to matchand activate first-party data. The channelhas also seen significant advancements $32.6 Billion Projected US CTV ad spendingin 2025. It’s expected to surpass Of course, that doesn’t mean CTV iswithout its problems, and the channel isstill facing lots of well-placed questionsaround fragmentation, measurement, Making CTV Measurement Work for You While targeting on CTV has grown increasingly precise, measurement is a different story. To date,the industry has tried to apply legacy measurement techniques from both linear TV and thebroader digital landscape to CTV—but, as it turns out, neither of those approaches quite works. How can advertisers retrofit solutions to make CTV measurement work for them—even ifthose solutions aren’t based in a multi-touch or first-/last-click attribution approach? Start by asking these three questions: What business outcome do you want to capture? What measurement solutions/partners will besthelp you evaluate that desired outcome? What is the composition of your media buy, and how does thatinform your measurement goals? Factor in the inventory, channelmix, ad formats, and any additional layers of verification they might While the industry continues to grapple with what CTV measurement solutions s