电通-2025媒介趋势-影响力之年（英）

the year of impact | 2025 Media Trends1the year of impact2025 Media Trends© 2024 dentsu | all rights reservedthe year of impact | 2025 Media Trends2We are witnessing a rapid evolution of the media landscape as it has become increasingly driven by sophisticated algorithms. In this expansive world, media is playing a growing role in our lives, fast becoming 100% addressable, 100% shoppable, and 100% accountable.At dentsu, we call this the algorithmic era of media, and believe it will open many opportunities for brands to drive impact in 2025.Generative artificial intelligence (AI) will move from experimental to tangible value. As it permeates the lives of people and augments the media toolkit for brands, AI will create a myriad of micro-moments for personalized experiences.Brands will reinvest in storytelling to burst the algorithmic bubble by leveraging niche interests and deep fandoms, the increasing sophistication of connected television, and innovative ways to reinvent media planning.Elevating the quality of media investments to maximize limited audience attention will be at the top of the agenda through smart partnerships, better supply chain, and advanced retail media solutions.However, marketers will have to navigate an increasingly fragmented and inequal landscape in their pursuit of growth.In this 15th edition of our dentsu annual Media Trends report, we share ten trends driving the algorithmic era and practical considerations to deliver impact in consumers’ lives, for the businesses’ bottom lines, and for society in 2025.-Will Swayne Global Practice President, Media, dentsuINTRODUCTIONthe year of impact | 2025 Media Trends3CONTENTSPART 01 / ARTIFICIAL INTELLIGENCE ► ACTUAL IMPACT 4TREND 1 / Your life. Powered by AI. 6TREND 2 / The augmented media toolkit 9TREND 3 / A million micro-moments 12Considerations for brands 15PART 02 / STORIES, EXPANDED 16Trend 4 / Power in niches 18Trend 5 / Connected television gets real scale 21Trend 6 / The pivot to algorithm planning 24Considerations for brands 27PART 03 / THE QUEST FOR QUALITY 28Trend 7 / Retail reshapes media 30Trend 8 / A better supply chain 33Trend 9 / The partnership gold rush 36Considerations for brands 39PART 04 / UNEVENLY DISTRIBUTED 40Trend 10 / Unevenly distributed 42Considerations for brands 45Conclusion 46Credits 47About dentsu 47the year of impact | 2025 Media Trends4ARTIFICIAL INTELLIGENCE ACTUAL IMPACT01PARTthe year of impact | 2025 Media Trends5ARTIFICIAL INTELLIGENCE ► ACTUAL IMPACTTREND 1YOUR LIFE. POWERED BY AI.01TREND 2THE AUGMENTED MEDIA TOOLKITTREND 3A MILLION MICRO-MOMENTSBy getting out of the chatbox, generative AI’s influence grows beyond technology enthusiasts to reach mainstream audiences.Artificial intelligence is progressively making its way across the entire media value chain to become a cornerstone of the media toolkit.As