2025下半年汽车营销报告.docxVIP

Keyinsightsonconsumer,advertising,

andmediatrends,withdatagatheredfromleadingmarketingindustryprofessionals.

Tableofcontents

Tableofcontents

Introduction 3

Insight1:

AdspendshiftssignalmorefocusedH2 4

Insight2:

Strategicpriorities:DemandGenandPrivacy 5

Insight3:

AutomotivemarketersdoubledownonGenAI 7

Insight4:

AImovesfromexperimentationtoexecution 8

Insight5:

CTVadvanceswithpersonalizationandperformance 10

ConclusionandMethodology 12

2

?2025Mediaocean

3?2025Mediaocean

3

Introduction

ThankyouforreadingMediaocean’s2025H2

AutomotiveMarketReport.Theseinsightsreflectinputfrommarketingprofessionals,focusedon

keyconsumerandtechnologytrendsalongwithprojectedmediainvestments.

Weprimarilysurveyedmarketersandagencies,

butalsoincludedperspectivesfrommediacompanies,measurementfirms,techplatforms,andotherindustrycohorts.Thisisthefourthinourseriesofbi-annual

verticalmarketreportsreflectingover300automotiverespondents,withthefirstpublishedinJanuary2024.ThemostrecentdatapointsusedinthisresearcharebasedonsurveysconductedinMay2025.

4?2025Mediaocean

4

Adspend

shiftssignal

morefocusedH2

Automotivemarketersareapproachingthe

secondhalfof2025withamorefocusedlens—

balancingcautionwithcontinuedinvestmentin

performance-drivenchannels.Whilesomebudgettighteningisclearlyunderway,mostrespondentsstillplantoeithermaintainorgrowspendacrossthemajorityofmediatypes.

CTVstandsoutasthetoppriorityforthecategory,

with67%ofautomotivemarketersplanningtoincreasespend—a31%jumpoverthefirsthalfoftheyear.

Thisgrowthreinforcesthechannel’sroleinconnectingpremiumreachwithprecisiontargeting,particularly

aslinearaudiencesfragmentandfull-funnelimpactbecomesmoremeasurable.

Searchalsosawsolidmomentum,with64%planningtoincreaseinvestment—thoughthep