在尖端技术和消费者习惯不断变化的推动下，营销的发展速度比以往任何时候都要快。营销人员不仅要跟上时代的步伐，还要引领潮流。
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. In fact, 56% of marketers are ramping up their CTV, making it one of the few digital channels consistently seeing year-over-year growth as they capitalize on evolving viewing behaviors. 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.
虽然这些全球趋势奠定了基础，但地区优先事项也带来了独特的细微差别。例如，在亚太地区，2025 年的营销目标非常明确。32%的营销人员将品牌知名度作为首要关注点，与上一年的31%相比略有上升。除了市场知名度，营销人员还非常重视实际成果，其中 25% 的营销人员仍将收入增长作为主要目标。
The prioritization of these goals means APAC marketers are balancing spreading market presence with the imperative for strong financial performance. A balanced approach where top-of-funnel awareness builds long-term equity, and bottom-funnel conversions prove market success, directly shapes the demands placed on media planning.
根据目标调整媒体战略
对品牌知名度的持续强调，自然而然地将媒体战略引向了最大化覆盖面和持续曝光的方法。为了满足广泛传播的需求，亚太地区的营销人员正在推动重大转变，79% 的营销人员表示他们正在将支出转向数字渠道。这一举措充分利用了该地区广泛的互联网和移动应用，从而实现了持续的影响力和广泛的受众参与。因此，数字技术证明了自己是实现广泛可见性的首选平台，而这对品牌记忆至关重要。
亚太地区的营销人员特别投资于哪些渠道？社交媒体位居榜首，68% 的营销人员表示他们计划增加支出。在线/移动（视频）预算也大幅增加，67%的营销人员投入了更多预算。同样，66% 的营销人员增加了在线/移动（展示）方面的支出。这些平台显然因其广泛的覆盖面和引人入胜的视觉形式而受到青睐。原生广告的变化也尤为明显，54% 的营销人员计划增加支出，而 2024 年这一比例为 46%，这表明原生广告在无缝内容整合中的战略作用日益增强。
在向数字营销转变的同时，人们也在明确追求效率和直接效果。69%的营销人员打算在绩效营销上投入更多，同时减少对传统品牌建设工作的投资。这样的战术选择直接支持了收入增长和客户获取的目标，可衡量的影响和转化率对于证明成功非常重要。与此相关的一个趋势是，69% 的营销人员还表示，他们正在关注成本较低的营销渠道（包括传统电视以外的其他渠道）。
营销人员也在积极拥抱创新，以加强他们的覆盖面和目标定位。77%的营销人员计划增加在联网电视（CTV）和影响者营销等新渠道上的支出。较新的渠道为吸引受众提供了动态途径，为更丰富的内容体验提供了机会。亚太地区的营销人员正在将媒体资源分配与他们的战略目标细致地结合起来，确保每一项投资都直接有助于实现他们确定的年度目标，提供一种以结果为导向的成功方法。
了解亚太地区的测量工具
To truly confirm the efficacy of their meticulously aligned strategies and substantial investments, APAC marketers rigorously turn to measurement. While the push toward proactive and data-driven approaches is evident, mastering the art of gauging marketing performance and proving its worth is not without its hurdles. So, what specific tools are organizations leveraging, and what challenges persist in gaining a truly holistic view of ROI?
Across the board, marketers in the APAC region are deploying a variety of tools to evaluate the holistic ROI of their marketing performance. A notable 53% of organizations adopt marketing mix modeling as a foundational method for evaluating performance. Reflecting a balanced strategic intent, both sales lift and brand lift studies are equally prioritized by 48% of marketers, affirming their dual focus on driving lower-funnel conversions and strengthening upper-funnel brand impact.
除了这些更广泛的评估之外，亚太地区的营销人员还利用更细化的数据来获得即时洞察。对其中 62% 的营销人员来说，媒体指标绝对是关键，它提供了营销活动绩效的即时脉搏。30%的营销人员利用归因模型来精确了解客户旅程中每个接触点的贡献。为了充分完善这些详细的洞察力，调查对 36% 的营销人员来说是必不可少的，因为调查可以捕捉到纯量化数据经常忽略的细微客户视角。
Even as marketers embrace sophisticated measurement techniques, gaining a truly holistic view of performance remains a challenge. In fact, a surprising 17% of APAC marketers still rely on gut feeling to assess marketing ROI. Such reliance points to a persistent gap between the availability of advanced tools and how consistently they are applied. Effective decision-making requires not only access to data but also its thorough and reliable use to drive meaningful results. Our latest report explores this disconnect between perceived channel effectiveness and actual ROI in greater depth.
To uncover deeper insights, identify hidden value in your current strategy, and take meaningful steps toward more accountable, performance-focused marketing, download the 2025 Annual Marketing Report: From Chaos to Clarity: Unlocking the Power of Data-Driven Marketing now.
