现在广告的未来是：5个关键趋势推动了2025年推动媒体行业

这是广告的黄金时代。品牌有更多渠道可以吸引消费者，更多的数据以了解其行为和更好的工具来抓取

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.

广告行业正在蓬勃发展。根据Dentsu的说法，全球广告支出在2024年在经济领先之前进行了追踪，并猛增了5％。但是每个硬币都有另一面。从计划执行和测量的广告周期中的每个步骤都变得更加复杂，因此更容易出现昂贵的错误。

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.

为了帮助您对您的媒体预算做出明智的决定，我根据公司的竞争广告情报，在2025年汇编了一些推动媒体行业的关键力量，我们全天候从超过500万个品牌中收集到。

1. Advertising Today Is Digital, First And Foremost

1。今天的广告是数字的，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.

我们刚刚发布了有关当前在美国媒体投资的新综合报告，最重要的发现之一是数字媒体的占主导地位。数字频道在2024年的前八个月中捕获了1000亿美元的媒体支出，同比增长8％。现在，他们使用最近的公司财务报表和纳税申报表，占美国媒体总支出的近三分之二，而圣路易斯美联储却将数字渠道的经济价值占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.

付费搜索，移动和付费社交正在领导这项指控，考虑到消费者在这些渠道上花费了多少时间，这并不令人惊讶。他们提供无缝的参与度，快速转化和可衡量的影响，这使得它们对于各个行业的品牌必不可少，包括家庭装修，百货商店，汽车，快速服务餐厅（QSRS），软件和金融服务。即使您在不同的行业中运营，也可能比在2025年投资这些数字渠道要糟糕得多。

2. Traditional Media Is Far From Extinct

2。传统媒体远非灭绝

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..."

尽管数字媒体的兴起，但传统媒体远非过去。例如，线性电视在2024年的媒体支出增加了3％，​​这在很大程度上要归功于备受瞩目的体育赛事（当然是NFL，但也是CopaAmérica和Paris Olympics）和创纪录的政治广告支出。根据Emarketer的说法，线性电视“产生的广告时间是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.

同时，广播相对稳定，尤其是本地广播，与本地和国家广告商保持高度相关。然而，随着广告商继续将重点转移到数字平台，并将其印刷预算集中在更少的主要出版物上，因此印刷媒体在2024年的下降幅度相当大11％。

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

3。今天传统和数字之间的界限在哪里？

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?

在传统媒体和数字媒体之间划清界限越来越困难。广播和播客，户外（OOH）和Digital-OOH，或线性电视以及顶级电视（OTT）流媒体越来越被视为同一枚硬币的两个方面，而不是竞争的选项。消费者没有在传统和数字上做出任何区别，那么为什么广告商应该呢？

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的高级定位功能正在重新定义广告对整个电视的意义，而不仅仅是流媒体，并且大多数传统媒体公司都在2024年开发了自己的流媒体选项或建立了战略联盟，以扩大其足迹并保护其媒体预算。在今年的前期和新方面，不要指望流媒体成为杂耍。

4. Will AI Save Or Kill Marketing?

4。AI会保存还是杀死营销？

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年将是广告商和代理商在早期实验上进行建立的一年，并开始使用AI和高级分析来自动化平凡的任务并增强广告系列的设计和交付。出版商就其本身而言，将使用AI来打击广告欺诈，并从其专业受众中获得更多价值。

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也会为行业带来棘手的挑战。例如，搜索引擎上的AI生成的答案已经将传统搜索结果从屏幕上推出，因此赞助搜索结果更难保持可见，尤其是对于年轻的用户而言，那些倾向于比其他人更信任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.

是时候超越令人沮丧的头条新闻了（例如，11,000个广告代理工作将被AI取代，或者AI将花费95％以上的营销工作），并加快技术来了解其对您的业务的影响并转动它成为竞争优势。

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

5。现在比以往任何时候都更加平衡行为

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.

随着媒体消费变得更加分散，营销人员需要采用全渠道战略来传达其信息。这需要强大的数据和战略计划，但是奖励可能是巨大的。

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

我们正在不断研究市场领导者和新兴品牌（我们称它们为未来的泰坦）如何在当今最受欢迎的渠道中分配他们的媒体资金，而共同的分母是，他们都开发了一种均衡的媒体组合来确保