現在廣告的未來是：5個關鍵趨勢推動了2025年推動媒體行業

這是廣告的黃金時代。品牌有更多渠道可以吸引消費者，更多的數據以了解其行為和更好的工具來抓取

The advertising industry is booming. According to Dentsu, global ad spend tracked ahead of the economy in 2024 and shot up 5%. But there's a flip side to every coin. Every step in the advertising cycle—from planning to execution and measurement—has become more complex and thus more prone to costly mistakes.

廣告行業正在蓬勃發展。根據Dentsu的說法，全球廣告支出在2024年在經濟領先之前進行了追踪，並猛增了5％。但是每個硬幣都有另一面。從計劃執行和測量的廣告週期中的每個步驟都變得更加複雜，因此更容易出現昂貴的錯誤。

To help you make informed decisions about your media budget, I've compiled some key forces driving the media industry in 2025, based on our company's competitive advertising intelligence, which we gather around the clock from over 5 million brands.

為了幫助您對您的媒體預算做出明智的決定，我根據公司的競爭廣告情報，在2025年彙編了一些推動媒體行業的關鍵力量，我們全天候從超過500萬個品牌中收集到。

1. Advertising Today Is Digital, First And Foremost

1。今天的廣告是數字的，首先是

We just released a new comprehensive report on current media investments in the U.S., and one of the most significant findings is how dominant digital media has become. Digital channels captured $107 billion in media spending for the first eight months of 2024, surging 8% year-over-year. They now account for nearly two-thirds of total media spending in the U.S., and the St. Louis Fed, using recent corporate financial statements and tax returns, just tallied digital channels' economic value at 1.1% of GDP.

我們剛剛發布了有關當前在美國媒體投資的新綜合報告，最重要的發現之一是數字媒體的占主導地位。數字頻道在2024年的前八個月中捕獲了1000億美元的媒體支出，同比增長8％。現在，他們使用最近的公司財務報表和納稅申報表，占美國媒體總支出的近三分之二，而聖路易斯美聯儲卻將數字渠道的經濟價值佔GDP的1.1％。

Paid search, mobile and paid social are leading the charge, which isn’t all that surprising considering how much time consumers are spending on those channels. They offer seamless engagement, quick conversions and measurable impact, making them indispensable for brands across a variety of industries, including home improvement, department stores, automotive, quick-service restaurants (QSRs), software and financial services. Even if you operate in a different industry, you could do a lot worse than investing in those digital channels in 2025.

付費搜索，移動和付費社交正在領導這項指控，考慮到消費者在這些渠道上花費了多少時間，這並不令人驚訝。他們提供無縫的參與度，快速轉化和可衡量的影響，這使得它們對於各個行業的品牌必不可少，包括家庭裝修，百貨商店，汽車，快速服務餐廳（QSRS），軟件和金融服務。即使您在不同的行業中運營，也可能比在2025年投資這些數字渠道要糟糕得多。

2. Traditional Media Is Far From Extinct

2。傳統媒體遠非滅絕

Despite the rise of digital media, traditional media is far from being a thing of the past. For instance, linear television saw a 3% increase in media spending in 2024, thanks in large part to high-profile sporting events (the NFL, of course, but also Copa América and the Paris Olympics) and record-breaking political ad spending. According to eMarketer, linear TV "generates more than six times the amount of advertising time spent than CTV..."

儘管數字媒體的興起，但傳統媒體遠非過去。例如，線性電視在2024年的媒體支出增加了3％，​​這在很大程度上要歸功於備受矚目的體育賽事（當然是NFL，但也是CopaAmérica和Paris Olympics）和創紀錄的政治廣告支出。根據Emarketer的說法，線性電視“產生的廣告時間是CTV的六倍以上……”

Radio, meanwhile, was relatively stable, with local radio, in particular, remaining highly relevant for both local and national advertisers. Print media, however, faced a sizable 11% decline in 2024 as advertisers continue to shift their focus to digital platforms and concentrate their print budgets on fewer major publications.

同時，廣播相對穩定，尤其是本地廣播，與本地和國家廣告商保持高度相關。然而，隨著廣告商繼續將重點轉移到數字平台，並將其印刷預算集中在更少的主要出版物上，因此印刷媒體在2024年的下降幅度相當大11％。

3. Where Is The Line Today Between Traditional And Digital?

3。今天傳統和數字之間的界限在哪裡？

It’s getting harder to draw a line between traditional and digital media. Radio and podcasts, out-of-home (OOH) and digital-OOH, or linear TV and over-the-top (OTT) streaming are increasingly considered two sides of the same coin, not competing options. Consumers don’t make any distinction between traditional and digital, so why should advertisers?

在傳統媒體和數字媒體之間劃清界限越來越困難。廣播和播客，戶外（OOH）和Digital-OOH，或線性電視以及頂級電視（OTT）流媒體越來越被視為同一枚硬幣的兩個方面，而不是競爭的選項。消費者沒有在傳統和數字上做出任何區別，那麼為什麼廣告商應該呢？

For instance, OTT's advanced targeting capabilities are redefining what advertising means for TV as a whole, not just for streaming, and most traditional media companies have developed their own streaming options or formed strategic alliances in 2024 to expand their footprint and protect their media budgets. At the Upfronts and NewFronts this year, don’t expect streaming to be a sideshow anymore.

例如，OTT的高級定位功能正在重新定義廣告對整個電視的意義，而不僅僅是流媒體，並且大多數傳統媒體公司都在2024年開發了自己的流媒體選項或建立了戰略聯盟，以擴大其足跡並保護其媒體預算。在今年的前期和新方面，不要指望流媒體成為雜耍。

4. Will AI Save Or Kill Marketing?

4。AI會保存還是殺死營銷？

I believe 2025 will be a year for advertisers and agencies to build on early experiments and start to use AI and advanced analytics at scale to automate mundane tasks and enhance campaign design and delivery. Publishers, for their part, will use AI to combat ad fraud and get more value from their specialized audiences.

我相信2025年將是廣告商和代理商在早期實驗上進行建立的一年，並開始使用AI和高級分析來自動化平凡的任務並增強廣告系列的設計和交付。出版商就其本身而言，將使用AI來打擊廣告欺詐，並從其專業受眾中獲得更多價值。

But AI will also create thorny challenges for the industry. For instance, AI-generated answers on search engines are already pushing traditional search results off the screen, making it harder for sponsored search results to remain visible, especially to younger users who tend to trust AI-generated answers more than others.

但是AI也會為行業帶來棘手的挑戰。例如，搜索引擎上的AI生成的答案已經將傳統搜索結果從屏幕上推出，因此贊助搜索結果更難保持可見，尤其是對於年輕的用戶而言，那些傾向於比其他人更信任AI生成的答案。

It’s time to look past the gloomy headlines (e.g., 11,000 ad agency jobs will be replaced with AI or that AI will take over 95% of marketing work) and get up to speed on the technology to understand its impact on your business and turn it into a competitive advantage.

是時候超越令人沮喪的頭條新聞了（例如，11,000個廣告代理工作將被AI取代，或者AI將花費95％以上的營銷工作），並加快技術來了解其對您的業務的影響並轉動它成為競爭優勢。

5. Now More Than Ever, Marketing Is A Balancing Act

5。現在比以往任何時候都更加平衡行為

As media consumption becomes more fragmented, marketers need to embrace an omnichannel strategy to get their message across. This requires robust data and strategic planning, but the rewards can be enormous.

隨著媒體消費變得更加分散，營銷人員需要採用全渠道戰略來傳達其信息。這需要強大的數據和戰略計劃，但是獎勵可能是巨大的。

We’re constantly studying how market leaders and up-and-comer brands (we call them Future Titans) allocate their media dollars across today’s most popular channels, and the common denominator is that they’ve all developed a well-balanced media mix to ensure

我們正在不斷研究市場領導者和新興品牌（我們稱它們為未來的泰坦）如何在當今最受歡迎的渠道中分配他們的媒體資金，而共同的分母是，他們都開發了一種均衡的媒體組合來確保