2025年营销报告_30页_4mb

Summary of the 2025 Annual Marketing Report

Core Content

The 2025 Annual Marketing Report by Nielsen provides an in-depth look at the evolving landscape of global advertising, focusing on how marketers are adapting to economic uncertainties, shifting consumer behavior, and new technological trends. The report highlights the importance of balancing brand building with performance-driven strategies, the role of digital and traditional channels, and the growing influence of AI and retail media networks (RMNs) in shaping the future of marketing.

Main Trends and Insights

1. Rolling with the Punches

• Ad Spend Reduction: Over 54% of global marketers plan to reduce ad spend in 2025 due to economic and supply chain challenges.
• Digital Shift: Despite the reduction, digital channels remain a priority. Marketers are increasingly investing in digital, especially in the U.S., where streaming is now responsible for 42.4% of ad-supported viewing time.
• CTV Growth: Connected TV (CTV) is gaining traction as a key digital channel, with 56% of marketers planning to increase spending on it, up from 53% in 2024.
• RMNs as Full-Funnel Channels: Retail media networks are no longer just for conversion; they are becoming essential for reaching audiences throughout the consumer journey. North America leads in this adoption, with 74% of marketers seeing RMNs as a growing part of their strategy.
• AI Integration: AI is expected to significantly impact how campaigns are created, optimized, and managed, with larger companies leveraging it for automation and efficiency.

2. Finding the Sweet Spot

• Balancing Brand and Performance: Marketers are seeking a balance between brand awareness and revenue growth. North American brands are evenly split, while European marketers prioritize revenue growth and customer retention.
• Regional Priorities:
  • North America: 48% of marketers list revenue growth and brand awareness as their top priorities.
  • Latin America: Brand awareness is slightly more important.
  • Europe: Revenue growth is the main focus, with a stronger emphasis on customer retention than new customer acquisition.
• Digital vs. Traditional Channels:
  • 44% of marketers are adopting a balanced approach between digital and traditional channels.
  • North America is trending toward a more traditional allocation, while Latin America is the most balanced.
• Traditional Channels Still Relevant: Despite the digital shift, traditional channels like linear TV and radio remain important for brand awareness and credibility, especially in certain demographics and industries like healthcare and travel.

3. Seeing Things Clearly

• Measuring Success: Marketers are increasingly looking beyond impressions and focusing on ROI, with 60% considering both reach/frequency and ROI in their analysis.
• Measurement Challenges:
  • Data Complexity: Marketers struggle with data granularity, cross-channel comparison, and privacy regulations.
  • Stakeholder Alignment: Misalignment among stakeholders is a major obstacle in achieving effective cross-media measurement.
  • RMN Measurement Complexity: While RMNs offer closed-loop measurement, their closed ecosystems and lack of transparency make it difficult to compare performance with other channels.
• Preferred Measurement Tools:
  • In-platform and custom attribution tools are commonly used.
  • Third-party measurement solutions are gaining traction for comparison purposes.
  • Post-campaign surveys are also being used, though less frequently.

Key Takeaways

• Ad Spend Trends: Marketers are cutting budgets but not necessarily reducing their goals. Efficiency in media spend is crucial for maintaining or growing results.
• Digital Dominance: Digital channels are still growing, but the pace of growth is slowing. CTV and RMNs are particularly notable for their rise.
• AI and Automation: AI is expected to streamline operations and improve ROI, especially for larger companies. Smaller brands should focus on purpose-driven and authentic strategies.
• Balanced Approach: A mix of digital and traditional channels is essential, with each offering unique strengths. Understanding regional and industry-specific needs is key to success.
• Measurement Needs: Marketers are prioritizing accuracy, cost efficiency, and cross-channel integration. Nielsen's tools are positioned to help with these challenges.

Conclusion

Despite the uncertainty in 2025, marketers are showing resilience and adaptability. The report emphasizes that the future of marketing lies in a balanced, data-driven approach that leverages both traditional and digital channels, with a strong focus on measurement accuracy and the strategic use of emerging platforms like RMNs and CTV. Nielsen provides the necessary tools and insights to help marketers navigate this complex environment and make informed decisions.