【尼爾森Nielsen】2025全球媒體規(guī)劃指南三大融合趨勢(shì)

3AguidetoglobalmediaplanningthroughshiftinglandscapesPAGE3Copyright?PAGE3Copyright?2025TheNielsenCompany(US),LLC.IntroductionIntroductionTheglobalmedialandscapeof2025isakaleidoscopeofshiftingpatterns,traditionalboundariesblurandopportunitiesinplaces.observingchangesingenerationalandindustrypracticesthatinfluencingaudiencesengagewithcontentandadvertisersthem.Thismediaplanningguideisyourlensintothisnewsiftedthroughthenoisetoidentifytheshapingourindustryaroundtheworld.Ourgoaljusttodescribehappening,buttoequipwiththeinsightsneededtothischanginglandscapewithconfidence.Inthemediaecosystemhasintoanuancedandenvironment.platforms,socialmediaandspacesallapieceoftheadvertisingpie.Theisarichandmosaicofbrandstoconnectwithconsumers.3BAAsplanyouradvertisingstrategiesaheadofiscrucialmaximisingcampaignimpactandaudienceengagement.Inthisreport,highlightthatbrandsconnectwithaudiencesandcan3BATrend1:FindingthebalancebetweentraditionalanddigitalmediaAsTrend1:FindingthebalancebetweentraditionalanddigitalmediaAschannelmixbecomesmorecomplex,balancinginvestmentacrosstraditionalandemergingchannelsischallengingbutnecessary.Trend2:SeizingtheopportunityinretailmediaadvertisingTherapidgrowthofretailmediaadvertisingoffersnewopportunities,buteffectivenessvarieswidelybyindustryandobjectives.Trend3:Generationaldividespersist.Differentagegroupsconsumemediaindistinctwaysindifferentmarkets,demandingtailoredapproaches.Trend1ConnectedTV(CTV)devicesandstreamingserviceshaveseensubstantialgrowth,

Figure

Findingthebalancebetweentraditionalanddigitalmedia1particularlyincountriesliketheU.S.,wherethey‘vebecomethemostpopularviewingmethod.thisdevelopmentdoesn‘tsignaltheendoftraditionalOntheotherhand,traditionalTVhasshownremarkable

ofwith1H2024Cable

Broadcastresilienceinthefaceofdigitalcompetition.InmarketslikePoland,traditionalTVviewershipremainsstrongandcontinuestodominateviewingtime,withonlyabout8%oftimespentstreaminginthefirst-halfofEvenintheU.S.,wherestreamingmadeupabout40%ofaudiences’totalTVtimeduringthesameperiod,77%ofhomesreachedCTVdevices—

6.3%8.2%30.2%

33.2%

SatelliteTerrestrialStreamingOther

11.2%

22.5%28.1%

CableStreamingOtherindicatingfurtherroomforgrowth.ThiscontrastbetweenPolandandtheU.S.illustratesthevariedpaceofthistransitionglobally.Thetrendsuggeststhatglobalmediastrategiesneedtobenuancedandadaptable.Whilemuchofgrowthliesindigitalplatforms,thepresentrealityisacomplexenvironmentwhere

Note:Theanalysisincludesallstreamingviewingminutes,notjustthosesupportedbyadvertising.Source:NielsenNationalTVRatingsplusStreamingPlatformRatings,Persons2+,U.S.;NielsenSinglesourcePanelData(LinearTV&Streaming)-TVsetAMRdata,TVConsolidated+7,PolandFigure1.2ThegapbetweenlinearTVandCTVcontinuestogrowTVreachintheU.S.bothtraditionalanddigitalplatformscoexistandservedifferentviewerpreferences.

TotaluseofTVset+Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q42023Q12024Q22024Note:TheanalysisincludesallCTVviewingminutes,notjustthosesupportedbyadvertising.Source:NielsenNationalTVRatings,Persons2+,U.S.Copyright?2025TheNielsenCompany(US),LLC. 5Findingthebalancebetweentraditionalanddigitalmedia1ForadvertisersYouneedtodevelopmarket-specificstrategiesthatbalancebothtraditionalanddigitalplatforms.Ifyouprioritisestreamingplatformsinyourmediamix,considermaintainingapresenceintraditionalbroadcastandcabletocapturethestill-significantaudienceswithinthesechannels.ForpublishersTheForadvertisersYouneedtodevelopmarket-specificstrategiesthatbalancebothtraditionalanddigitalplatforms.Ifyouprioritisestreamingplatformsinyourmediamix,considermaintainingapresenceintraditionalbroadcastandcabletocapturethestill-significantaudienceswithinthesechannels.ForpublishersThefocusshouldbeonofferingintegratedsolutionsthatcombineyourlinearTVandstreamingassets.Highlighttheuniquestrengthsofeachplatform,whileprovidingadvertiserswithunifiedsalespackagesandconsistentmeasurementacrossboth.Despitetheriseofstreaming,traditionalTVremainsasignificantpartofglobalmediaconsumption.canhelp

effectivelynavigatethiscomplexmedialandscape,needacomprehensivecross-mediasolution.NielsenONEempowerstoconfidentlybuildaudiences,planandmeasureacrosschannels,andconnectyoureffortstobusinessoutcomes—allfromasingleplatform.Copyright?2025TheNielsenCompany(US),LLC. 6Trend2SeizingtheopportunityPAGE8Copyright?PAGE8Copyright?2025TheNielsenCompany(US),LLC.Retailmediaadvertisingisevolvingrapidly,expandingbeyondsimplesponsoredlistingsto

Figure2.1

Seizingtheopportunityinretailmediaadvertising2encompassafull-funnelapproachwithon-sitedisplaysandoff-siteads.Thisevolutionalignswiththegrowingimportanceofretailmediainglobalmarketingstrategies,asevidencedNielsen‘s2024AnnualMarketingReport,whichfoundthat68%ofglobalmarketersconsiderretailmediamorecrucialtotheirstrategiesthaninthepreviousAcrossvariousmarkets,thespendonretailmediaadvertisingisincreasing.AmazonadspendinJapanalignswiththis,showingconsistentmonth-over-monthgrowth.thisupwardtrendisnotuniformacrossallindustrysegments.IntheU.K.,aboutathirdoftopelectronicsadvertisersallocate20%ofmediabudgetstoAmazon—incontrast,12ofthe30leadingcosmeticsbrandsspendverylittlethere.Theeffectivenessofretailmedianetworksis

SteadygrowthinAmazonretailmediamonthlyadspendAmazonRetailMediamonthlyadspendinJapan(USD)Source:NielsenAdIntelRetail,August-December2024,JapanFigure2.2IndustriesareinvestinginretailmedianetworfisatdifferentratesAdspendbychannelintheU.K.closelytiedtospecificindustrydynamics,targetaudiencesandmarketingobjectives.Hence,simplyattemptingtokeeppacewithperceivedindustrytrendsmaynotyieldoptimalresults.

4.7%8.5%11.9%

2%3%9.9%10.9%

TelevisionSocialInternetOutdoorElectronics14.6%19.1%

Cosmetics10.9%

Note:Welookedattheadspendofbrandedadvertisers.Thisincluded10ofthetop30electronicsadvertisersand12ofthetop30cosmeticsadvertisersintheU.K.Source:NielsenAdIntelRetail,6May-1Sep2024,UKSeizingtheopportunityinretailmediaadvertising2Foradvertisersmaximiseretailmediaimpact,analyzecompetitorspendingForadvertisersmaximiseretailmediaimpact,analyzecompetitorspendingandchannelallocationtoinformglobalmediaplans.Utilizeindependentmeasurementsolutionstoensurecomparabledataacrossplatforms,enablingyoutoplanandevaluatecampaignperformance.Leveragefirst-partydatatargetedadsandinvestinrobustanalyticsforfull-funneloptimisation.ForpublishersInvestinseamlesscross-platformintegrationtohelpadvertisersseethevalueinaholisticapproachforbettermediaplanning.Implementindependentmeasurementstandardswithtransparent,third-partyverifiedmetricstoboostadvertisers’confidenceandpositionyourselfasavaluablepartnerforeffectiveretailmediacampaigns.Retailmediaadvertisingisrapidlyevolving,offeringanotherchanneladspendtraditionaldigitalandofflinemediaplatforms.canhelp

Theadvertisingecosystemdemandscomprehensivemarketintelligenceandactionableinsightstodrivesuccess.NielsenAdIntelequipswithpowerfulinsightstonavigatethecomplexadvertisinglandscapewithconfidence.Itallowstoanalysespendingpatterns,identifyemergingtrends,andbenchmarkperformanceagainstcompetitors,enablingtooptimisestrategiesandmaximiseROIacrossvariousmarketsandplatforms.3 本報(bào)告來源于三個(gè)皮匠報(bào)告站（）,由用戶Id:866864下載,文檔Id:618506,下載日期:2025-03-20PAGE13Copyright?PAGE13Copyright?2025TheNielsenCompany(US),LLC.Asignificantgenerationalshiftisreshapingglobalmediaconsumptionhabits,withyounger

Figure3.1

Planningforthegenerationalshiftinmediaconsumptionhabits3generationsacrosstheglobeembracingdigitalmediawhileoldergenerationsmaintainapreferencefortraditionalTV.

TV%oftimespentonmediaplatformsbyagegroupintheU.S.IntheU.S.,viewersaged2-34spend60%oftheirtotalTVtimeonstreamingservices.InThailand,GenZreportsthetraditionalTVviewershipat47%,favoringdigitaloptions,whilethe55+demographicreportsthehighestat62%.Butthisisonlypartofthepicture.OlderviewerstendtowatchalotmoretotalTVthantheiryoungercounterparts,sothe75%viewers65+spendwithlinearTVaddsuptoalotmorehours.seesimilartrendsinThailandwithallmediatypeshavinggreatertotalreachwitholderaudiencesthanyoungergenerations.Thistrendisreshapingnotjusthowcontentisconsumed,buthowit‘sproduced,distributedandmonetisedonaworldwidescale.Asdigitalnativescomeofage,they‘reusheringinaneradominatedbyon-demandstreamingservices,mobileviewingandpersonalisedcontentalgorithms.Butthemediaindustrywillalsoneedtocontinuetoaccountforoldergenerationswhocanbeheavyconsumersofmediaandmaintaintheirallegiancetomoretraditionalforms.

1005025Person2+PersonPerson2+PersonPersonPersonPersonPersonPersonPerson2-1112-1718-2425-3435-4950-6465-99Note:Theanalysisincludesallstreamingviewingminutes,notjustthosesupportedbyadvertising.Source:NielsenNationalTVRatings,Persons2+,October2024Figure3.2withTotalreachofvideoplatformsinThailandbygeneration10050250

BroadcastCableStreamingOtherZ&TV Note:TheMaturedemographicis40+.Source:NielsenCross-platformratingsNationwide4+,Jan-Jun2024,ThailandPlanningforthegenerationalshiftinmediaconsumptionhabits3ForadvertisersDevelopamulti-platformstrategyandtailoryourcontentandmessagingthatresonateswiththeviewinghabitsandexpectationsofdifferentagegroups.Tomeasuretheimpactofyourapproach,implementcross-platformmeasurementtoolstotracktheeffectivenessofyourcampaignsacrossbothtraditionalanddigital.Forpublishersadvertiserswantmorethanjustadspace—they‘relookingforpartnerswhounderstandtheirgoals.Offeradvertiserscross-platformpackageswithdetailedaudiencedataandinsightstohelpthemoptimisetheircampaigns.ForadvertisersDevelopamulti-platformstrategyandtailoryourcontentandmessagingthatresonateswiththeviewinghabitsandexpectationsofdifferentagegroups.Tomeasuretheimpactofyourapproach,implementcross-platformmeasurementtoolstotracktheeffectivenessofyourcampaignsacrossbothtraditionalanddigital.Forpublishersadvertiserswantmorethanjustadspace—they‘relookingforpartnerswhounderstandtheirgoals.Offeradvertiserscross-platformpackageswithdetailedaudiencedataandinsightstohelpthemoptimisetheircampaigns.Thisgeneration-drivenshiftinmediaconsumptionunderscorestheneedadvertisingopportunitiesacrossmediatypes.canhelp

Implementingstrategiesacrossdiverseagegroupsandmediaplatformspreciseaudiencetargetingandmeasurement.demographicslikeageandgendernolongersufficientintoday‘scomplexmedialandscape.NielsenMediaAnalyticsaddressesthischall