Basis Technologies：现实检验：2025年广告趋势报告（中译版）（13页）.pdf

1、The 2025 Advertising Trends ReportIntroductionTrend#1:Commerce Media:Its More Than RetailTrend#2:CTV Meets its PotentialTrend#3:AI After the HysteriaTrend#4:Search without BordersAdvertising in 2025020305070912Marketers are an optimistic bunch.We see the upside and possibility in the world around up

2、:The things that make our brands great,the ways our products and services can change peoples lives for the better,the messages and the tactics that can help us break through and make a real connection.And,largely speaking,we extend that same optimism to the technology that enters our world.We always

3、 want the newest tech sensation to be the Next Great Toolthe one that helps us achieve our goals more successfully and in less time;that helps us work smarter(not harder);that lets us make more money while having more time to spend with our families and friends.We buy in as early adopters,fall victi

4、m to FOMO and,all too often,roll the dice without first calculating the odds.In recent years,the industry has been abuzz with the promise of future-forward developments.From the potential of Web3 and blockchain to AI,AR/VR,and beyond,marketers and advertisers have fallen and fallen hardsometimes in

5、love,sometimes right on their faces.But even optimists and futurists can have their limits,and at a certain point,that curiosity begins to morph into skepticism.Heading into 2025,more and more marketers find themselves looking past the hype and the upside and,instead,asking that age-old question:“Oh

6、 yeah?Prove it.”The industry is still grappling with a host of challenges that have frustrated advertisers for yearsthings like addressability,measurement,streaming activation,and new opportunities for reach and incrementality and advertisers are eager to find real solutions that drive tangible resu