2025年第一季度数字广告基准报告（英）_27页_1mb

1️⃣ Q1 2025 Overall Trends

• Ad Spend: Growth largely in line with Q4 expectations. Meta faced tougher year-over-year comparisons, slowing overall growth.
• Amazon: Sponsored Products spend grew 11%, with click growth remaining strong.
• TikTok Decline: Same-store growth fell from 13% to 11% due to US tariff uncertainty, prompting diversification.
• Platform Shifts: Reddit (+66% year-over-year advertisers) and Snapchat saw significant growth as advertisers diversified.
• Tariff Impact: Uncertainty is expected to affect performance in Q2 and beyond.

2️⃣ Q1 2025 Paid Social

• Meta Growth: Total spend up 11% (down from Q4’s 24%), with CPM rising 4% year-over-year. Instagram CPM rose 14% due to year-over-year comparisons.
• Instagram Decline: Spend grew 7% year-over-year, the slowest since Q1 2024, with impression declines.
• TikTok: Median spend fell 11% with a 30% drop in CPM, driven by uncertainty.
• Snapchat: Spend grew 8% (down from 27%), but advertiser count increased 33%.
• Pinterest: Spend rose 32% with a 29% CPM increase and growing adoption of AI tools.
• Reddit: Ad spend jumped 33% year-over-year with a 39% CPM increase, driven by diversification.

3️⃣ Q1 2025 Paid Search

• Google Dominance: Search ad spend grew 9% with a 5% CPC increase. Branded CPCs rose 19%.
• Microsoft Growth: Paid search spend increased 17% with improved impressions.
• Shopping Ads: Google Shopping spend rose 8% but with a slight CPC decrease. PMax adoption remains widespread (93% of retailers).
• Temu Impact: Temu’s presence in Google shopping declined sharply after tariff announcements.
• Keyword CPCs: Brand keywords saw the highest CPC growth at 19% compared to 3% for non-brand keywords.

4️⃣ Q1 2025 Commerce Media

• Amazon: Sponsored Products spend increased 11% with minimal CPC growth. Sponsored Brand spend rose 19%, despite a CPC increase. Sponsored Display spend declined 9%.
• DSP Growth: Non-endemic advertisers grew for Prime Video ads, which spent nearly $4 billion.
• Walmart: Sponsored Products spend rose 14% with a CPC increase but remained below Q1 2022 levels. Sponsored Videos CPC was higher than Sponsored Products.

5️⃣ Q1 2025 Video and Display

• YouTube: Ad spend rose 5% with impression growth slowing to 21%. TV remains the primary viewing device (43% of spend). Shorts format accounted for 20% of segmented spend.
• Streaming Video: Overall spend up 24%, driven by Prime Video ads (growth over 900%). Prime Video CPM was higher than traditional streaming video.
• Demand Gen: Usage increased significantly ahead of Google’s changes, with video ad share reaching 42%.
• GDN: Display Network spend grew 9%, but impressions declined slightly.