MMA：2025年视频与联网电视（CTV）行业状况研究报告：年度营销人员调研（英文版）（28页）.pdf

1、State of Video&CTV Annual Marketer SurveyConfidential:Cannot be shared without permission from MMA GlobalJune 2025Foreword As marketing continues to evolve in a media-saturated world,video stands at the forefront of this transformation,shifting from a linear storytelling tool to a key element of an

2、outcomes focused,omnichannel marketing strategy.The inaugural State of Video survey reveals a compelling narrative and tension point:marketers understand the power of video but are still navigating the operational complexity of deploying it at scale in a world that is being disrupted by AI.MMA Globa

3、l remains committed to equipping marketing leaders with the tools,benchmarks,and peer-driven insights needed to increase marketers ability to deliver value.This report is a step in that direction,offering a clear-eyed view into where we are today and where we must go next.Executive SummaryVideo has

4、evolved into a strategic powerhouse within the marketing ecosystem,becoming indispensable for both brand-building and performance marketing.Yet,the 2025 State of Video Surveydrawing insights from over 100 senior marketersreveals that while the perceived importance of video is high,many brands contin

5、ue to struggle with executional complexity and measurement gaps.The video landscape is set for continued expansion.To unlock its full potential,marketers must:Streamline omnichannel coordination Embrace modernized,unified measurement standards Invest in scalable creative processes and AI-driven cont

6、ent generationVideos Strategic Versatility:Video is now central to the full marketing funnel,as video formats proliferate and investment continues to increase.0 10203Outcome-Focused Investment:Marketers are shifting spend toward programmatic and ROI-driven platforms,though measurement and attributio