2025年广告、营销和数据展望报告.pptx

OutlookforAdvertising,MarketingandData2025:

TransformationAccelerates

BruceBiegel,SeniorManagingPartner

January23,2025

About

WinterberryGroup

Aspecializedmanagement

consultancythatoffersmorethantwodecadesofexperienceand

deepexpertiseintheintersectingdisciplinesofadvertising,

marketing,data,technology,mediaandcommerce.

WinterberryGrouphelpsbrands,publishers,marketingservice

providers,technologydevelopersandinformationcompanies—plusthefinancialinvestorswhosupporttheseorganizations—understandemerginggrowthopportunities,createactionablestrategiesandincreasetheirvalueandglobalimpact.

2

LookingBackat2024

Tensionremainedacrossan

uncertaingeo-political

landscape

USeconomyoutperforms

expectations;inflation

moderateswhileGDP

growthexceedsforecasts

Limitedvisibilityinto

marketerbudgetsremains:“domorewiththesame”

Elections,equitymarkets,

USunemploymentrate

endsat4.1%,lowerthan

expected

Interestratecutsbutrates

followthe“higherfor

longer”theme

Betterthan“domorewith

less”butstilllimited

visibilityonannualbudgets

OverthePast18Months,TheMacroEnvironmentHasBeenMostlyNeutralfortheAdMarket—“DoMoreWiththeSame”

4

AdvertisingMarketingSpendGrowthRevertingtoHistorical

Norms—PoliticalCycleAdds~$11BB,LowerThanInitialForecasts

USMarketingSpendGrowthBenchmarkedtoGDPGrowth

(2019–2025P)

5.8%

2.5%

1.9%

USAdvertising/MarketingSpendGrowthUSGDPGrowthBenchmark:2xUSGDPGrowth

2019202020212022202320242025P

21.7%Forecast

3.8%u8.7%

5

Source:WinterberryGroupSpendanalysis(2025)

2.3%

8.3%

6.1%

-3.4%

-2.2%

-3.8