预算去哪了？2025广告投放正在被三股力量重塑

Group 1 - The advertising industry is undergoing a profound transformation driven by three main forces: the rise of retail media, the shift in content dynamics, and macroeconomic uncertainties [1][3][7] - Retail media has surpassed traditional television as the largest advertising channel, with global spending reaching $163 billion compared to television and streaming's $155 billion [3][4] - The share of retail media in global advertising has increased to 15.7%, overtaking television's 15.1% [3][4] Group 2 - User-generated content (UGC) is becoming mainstream, with advertising budgets for UGC expected to exceed traditional media content for the first time, reaching $184.9 billion in 2025, a 20% increase year-over-year [5][6] - Brands are shifting their focus from traditional advertising to more authentic and relatable content, recognizing the influence of content creators over traditional media [5][6] Group 3 - The overall growth of the advertising market is slowing, with Magna revising its global advertising growth forecast for 2025 from 6.1% to 4.9% and WPP Media from 7.7% to 6% [7] - Economic and political uncertainties, including trade policy negotiations and geopolitical risks, are impacting advertisers' confidence [7][8] Group 4 - The future of advertising will belong to those who understand structural changes, as media and content dynamics evolve alongside macroeconomic factors [8][10] - Brands must adapt to these changes by understanding the new landscape, focusing on data precision, and recognizing the importance of emotional and cultural contexts [10][11]