尼尔森（Nielsen）：2025全球媒体规划指南：三大融合趋势（英文版）（14页）.pdf

1、3 Key mediaconvergence trendsA guide to global media planning through shifting landscapesCopyright 2025 The Nielsen Company(US),LLC.2IntroductionThe global media landscape of 2025 is a kaleidoscope of shifting patterns,where traditional boundaries blur and new opportunities emerge in unexpected plac

2、es.Were observing changes in technology,generational preferences,and industry practices that are influencing how audiences engage with content and how advertisers reach them.This media planning guide is your lens into this new reality.Weve sifted through the noise to identify the key forces shaping

3、our industry around the world.Our goal isnt just to describe whats happening,but to equip you with the insights needed to navigate this changing landscape with confidence.In todays reality,the media ecosystem has evolved into a far more nuanced and multifaceted environment.Streaming platforms,social

4、 media and even retail spaces are all jockeying for a piece of the advertising pie.The convergence is creating a rich and complex mosaic of touchpoints for brands to connect with consumers.IntroductionCopyright 2025 The Nielsen Company(US),LLC.33 key trendsAs you plan your advertising strategies for

5、 2025,staying ahead of evolving trends is crucial for maximising campaign impact and audience engagement.In this report,we highlight key trends that are reshaping how brands connect with audiences and how you can leverage them to enhance your advertising efforts.Trend 1:Finding the balance between t

6、raditional and digital mediaAs channel mix becomes more complex,balancing investment across traditional and emerging channels is challenging but necessary.Trend 2:Seizing the opportunity in retail media advertisingThe rapid growth of retail media advertising offers new opportunities,but effectivenes