Winterberry Group×ANA：2026年美国 B2B 广告、营销与数据行业展望报告：持续演进（英文版）（33页）.pdf

1、Outlook for Advertising,Marketing and Data 2026:Continuous Evolution for B2BBruce Biegel,Senior Managing PartnerJanuary 29,2026AboutWinterberry GroupA specialized management consultancy that offers more than two decades of experience and deep expertise in the intersecting disciplines of advertising,

2、marketing,data,technology,media and commerce.Winterberry Group helps brands,publishers,marketing service providers,technology developers and information companiesplus the financial investors who support these organizationsunderstand emerging growth opportunities,create actionable strategies and incr

3、ease their value and global impact.22025:A Year of Tariff Shock,Moderate Inflation,the Impact of AI But Surprisingly Stable Macroeconomic Conditions3Tension remains across an uncertain global and local geo-political landscapeUS GDP growth outperformed early-year forecasts as inflation moderated and

4、consumer demand held upMarketers prioritize performance,supply chains stabilize(by year end)a very vertical specific year for spending Disinflation progressed,as inflation slowed but prices roseFed eases%across 3 rate cuts,but unemployment rises to 4.4%-Whats a Fed to do?A“do more with the same”with

5、 a fixation on short term budgeting.Stay nimble.YE ForecastUS Marketing Spend Growth Normalizes Closer To Historical GDP Ratios,Spend Growth Beats Inflation,Typical Non-Election Dip202020212022202320242025-4.3%-2.2%21.9%6.1%9.4%2.5%4.0%3.0%11.0%8.9%2.7%5.5%1.9%US Marketing and Advertising Spend Grow

6、thUS GDP GrowthBenchmark:2x US GDP GrowthIncl.Political SpendingUS Marketing Spend Growth Benchmarked to GDP Growth(2020 2025E)4Source:Winterberry Group Spend Analysis(2026)Review 2025:As Usual,Digital Drove Market Growth,Offline Decline Most Importantly Spend Is Moving Between Channels$281.3$310.9$