2025下半年营销报告.docxVIP

Keyinsightsonconsumer,advertising,

andmediatrends,withdatagatheredfromleadingmarketingindustryprofessionals.

Tableofcontents

Tableofcontents

Introduction 3

ForewordbyKarstenWeide 4

Insight1:

Adspendremainingresilient 5

Insight2:

Strategicpriorities:IdentityandDemandGen 6

Insight3:

MarketersdoubledownonGenAI 8

Insight4:

GenAImaturesacrossmarketingfunctions 10

Insight5:

Personalizationandmeasurement

leadthenextphaseofCTV 12

ConclusionandMethodology 14

AfterwordbyJonLafayette 15

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?2025Mediaocean

3?2025Mediaocean

3

Introduction

ThankyouforreadingMediaocean’s2025H2

MarketReport.Theseinsightsreflectinputfrom

464marketingprofessionals,focusedonkeyconsumerandtechnologytrendsalongwith2025H2projectedmediainvestments.

Weprimarilysurveyedmarketersandagencies,

butalsoincludedperspectivesfrommediacompanies,measurementfirms,techplatforms,andotherindustrycohorts.Thisistheeighthinourseriesofbi-annual

marketreports,reflectingover5,500totalrespondents,withthefirstpublishedattheendof2021.Themost

recentdatapointsusedinthisresearcharebasedonsurveysconductedinMay2025.

4?2025Mediaocean

4

Foreword

Aswenavigatethesecondhalfof2025,

theadvertisingindustrystandsatajuncture

wheremarketersaremeetingaccelerating

changewithresilience,reinvention,anda

commitmenttoinnovation.Mediaocean’s2025

H2MarketReport—drawingontheinsightsof

nearly500marketingprofessionals—paintsa

pictureofanindustrynotmerelyadaptingto

changebutactivelyshapingwhatcomesnext.

ThiseighthinstallmentinMediaocean’sbi-annualseries,capturingtheperspectivesofbrands,

agencies,mediacompaniesandtechplatforms,

underscoresacollectiveconfidenceinadvertising’spowertodriveconnection,growth,andimpact

amidacomplexgloballandscape.

Thebroadercontextremainsdynamic.Economic

uncertain