1、A Snapshot of the Latest Ad Spend Trends,Opportunities,and Strategies for Growth September 20252025 Outlook Study:September UpdateForeword3Key Insights42025 Ad Spend Outlook52025 Ad Spend Outlook:Impact of Tariffs8Goals and Activation Strategies12Recap&Whats Next18Appendix:Methodology&About IAB19Con

2、tents23 3The 2025 Outlook Study:September Update is a follow-up to the initial January 2025 release,providing an updated snapshot of projected ad spend,opportunities,and challenges for 2025.The report delivers updated 2025 ad spend projections for the market overall and at the channel level,while of

3、fering insights into how buyers expect the imposed/proposed tariffs to affect ad spend.It surfaces key shifts in priorities and strategies,enabling stakeholders to refine their approaches based on current market realities.With these insights,the ad industry can strategically prepare for 2H 2025,benc

4、hmark their performance,and identify new opportunities to navigate todays rapidly evolving advertising ecosystem.Foreword4012025 U.S.ad spend forecasts are revised down 1.6 points to+5.7%,reflecting lower 2H expectations amid macroeconomic pressures.Key Insights 02Nearly all buyers are concerned abo

5、ut the impact of tariffs on 2025 U.S.ad spend,with worries centered on vulnerable industries including auto,retail,and consumer electronics.03Given these pressures,buyers cite“macroeconomic headwinds”and“changing consumer behavior”as their top 2 overall challenges for the rest of the year.04In respo

6、nse,buyers are most focused on bottom-funnel tactics to generate revenue/sales:customer acquisition and repeat purchases.05Buyers will continue to invest heavily in performance-driven media,social and CTV,while traditional media is projected to see steeper declines YoY.42025 Ad Spend Outlook 50166Wi