Nielsen – Annual Marketing Report, 2025

The main theme of the report is data-driven marketing and adaptation to changes in the global advertising environment.

Key findings include the rapid development of artificial intelligence and the growth of 'shoppable' advertising, which create both opportunities and challenges. Global changes in supply chains and consumer sentiments impact the advertising industry. Marketers must adapt to changes by managing budgets and strategies to maintain customer engagement. Companies that continue to invest in advertising during instability often emerge stronger from crises. The report is based on a survey of 1,400 leading marketers who shared their priorities and strategies.