2025年全球媒介趋势预测报告-凯度.pdf

2025年全球媒介趋势预测报告-凯度。Today’s media landscape is shaped by a convergence of major trends, including market volatility, evolving industry dynamics, and the increasing complexity of media and technology. Macro factors, such as international crises and political change, add further instability. At the core of these challenges, however, lies one dominant challenge for media buyers and sellers: a crisis of confidence. And when confidence is lacking, regulations tend to tighten, audiences can shift, business models and revenue streams might be disrupted, and investment can dry up. However, the current situation, though challenging, does not pose an existential threat. This report highlights several reasons for optimism, notably sustained advertising expenditure and the advent of emerging technologies. The latter, in particular, are poised to drive growth, foster innovation, and enhance industry resilience.