"Marketing is evolving faster than ever, powered by cutting-edge tech and changing consumer habits. And marketers aren't just keeping up-they're leading the charge. AI is now a game-changer, with 59% of marketers worldwide recognizing it as key for campaign personalization and optimization, underscoring its power to streamline operations and free up valuable time. That same momentum is driving strong investment in connected TV (CTV), which has firmly secured its place as a top-tier channel."
"Retail Media Networks (RMNs) are also stepping into the spotlight. No longer just a bottom-funnel tool, RMNs are now a strategic force across the entire consumer journey. A strong 65% of marketers globally are embracing their potential to unlock deeper insights and deliver impact at every stage. While these global trends set the stage, regional priorities bring unique nuances. In the Asia Pacific (APAC) region, for example, 2025 marketing goals are clear."
Marketers are accelerating adoption of AI, with 59% using it for campaign personalization and optimization to streamline operations and free up time. Investment in connected TV is increasing, with 56% of marketers ramping up CTV as viewing behavior shifts. Retail Media Networks have expanded beyond bottom-funnel tactics; 65% of marketers use RMNs to gain deeper insights and influence the full consumer journey. Regional priorities vary: APAC marketers prioritize brand awareness (32%) and revenue growth (25%) for 2025. Media planning must balance top-of-funnel reach for long-term brand equity with bottom-of-funnel tactics to drive conversions and revenue.
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