Winterberry Group：2026年美国广告、营销和数据行业展望报告：持续演进（英文版）（37页）.pdf

1、Outlook for Advertising,Marketing and Data 2026:Continuous EvolutionBruce Biegel,Senior Managing PartnerJanuary 15,2026AboutWinterberry GroupA specialized management consultancy that offers more than two decades of experience and deep expertise in the intersecting disciplines of advertising,marketin

2、g,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 increase the

3、ir value and global impact.2Looking Back at 2025A Year of Tariff Shock,Moderate Inflation,the Impact of AI But Surprisingly Stable Macroeconomic Conditions4Tension remained across an uncertain geo-political landscapeUS GDP growth outperformed early-year forecasts as inflation moderated and consumer

4、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 a fixati

5、on on short term budgeting.Stay nimble.YE ForecastMarketing 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 GrowthUS GDP Gro

6、wthBenchmark:2x US GDP GrowthIncl.Political SpendingUS Marketing Spend Growth Benchmarked to GDP Growth(2020 2025E)5Source: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$356.3$395.7$