KANTARMEDIA2025MARNNXPREDICTIONS
ContentsIntroductionThemediaecosystemOpiminm,convergence-ondonidentitychalsContent1Theboom,bust,andbattleforaudienceattentionData,tech, andanalyticsNanigrtigpnvoy egultion,anditherie ofAlAudiencemeasurement55RedefininathestatusauoforafragmentedmediaworldPeople and skillsFuture-proofingthemediaecosystem
Want to feel confident about the future?Then focus onpeople from every angleds,including>,anuityevolncreasingcomplexity ofmedia and technologyhinthe industryandthe audliencesitserSellers:acribisofconfidenceAndwhenconfidenceislacking,dto tighgOfficerCantarMediajohn.mccarthy@kantar.com
Themedia ecosystemOptimism, convergence-and an identitycnsisRisinaadsoendandblurredboundaries aretronformingmedia, presentingbothchalengesandopportunitiesforamarketinflux
2024Trendsadvertisinginvestmentespite arange oftrends cousing acrisis ofwitha19.6% increase in----58%2-3housMorethan9housnel, expectedtshareto14.3%by202600000Themedloecosyster
Syntheticmediaheraldsaneweranedin brondsexperimentwithnewbushessthesubjectof complexmedia defintions,yisalsograpplingwilysterofmultifocetedmediabrandidalnd less onthe buyingmechanismsnd just call it TV!"ere is asimilarappetiteforsin回lessobviolnt thepodicspodcast-aondecitvidea,albwingand technologies intoasingle,anyonetocompetewiththosewithlargeproductionbudgetsedeliveryform. it hasrpartwaspodeced uing media derintions thatdatcrialledinsomeforrare broadly, though natuniversaly,sharedacross the(seepage40).secto,lgingwihthoerancedinboth wCsandGroupM;sodsparnd forecosts.Whenuoreshavenotedthem andowledgethat soe dfnitiors remahninflus00000Themadia ecosyster
What'snext in 2025?MediachannelsataglanceTelevision&videoTVisnowaconergedmedia,incoporatingmultiple platformswherelneas, conacted,andstreamingcoexist amongmyriadotherdefinitionsLinearTVConnectedTV(CTV)(>))Streaming/VODTheCTV/madetsHighlyftogmentedwlthmanySaturationgitdifficultforodvertisarsadvertisrockwholswatchingandwhenlimitingChallengefresh,exclusiveshs essentialtousetoolslikeCrossfatigueisagrowingissuethechonge."budience targetinggiingadvertiserseability>oignsonspecificOpportunityintheUK,bringwingnumberofCTVdevicesgloballyalsio opensupnewrevenuestreams.intothesameCTVplatftomaximiseprominencecundingandomoeintosportshouldheptoondenobleocessbilinyovercomechu00000Themediaecosysr
vs and magazinemediaOutofhome(OOH)Socialmedia)SearchCinemaWhilstsolutionsare underAsnewAltooks-indludingdeepfakesSearchalgorithms areincrecsinglyandchatbots-b0dmorewidelynplex,andgenerativeAltoolandgremainaailable,platformswillnfindnewwaystoachnicalobstadeforoutChallengeof home.1serinationofmisinforationSEOstrategilesalotharder,dainormaion,andtodecontentsscreenes-iftheyentOpportunitytrend.engagementi00000Themediaecosysr
OnlineaudioOERadioRetailmediaLowerbarrierstoentryhaThediversificationofthelisteningexpornewshowstostandout.Fast-newmeasurementandmonatikalil,rapplewithbalancingphysicalandChallengeiksuesasestcblishedrodlobrandselasigrilicantproblemforadverthers.2platforPodcosscontinuetogrowinpopularty(asdoliveeventsforcastofferingOpportunitypodcastlistenerslbokupproductsmentionedbyhosts,providinguniqueconversionopportuntiesfor00000Themediaecosyat
ContentThe boom, bust,and battle toraudience attentionMark...
