Winterberry Group：2025年英国广告、营销和数据展望报告：变革与增长之年（英文版）

Trend: The Acceleration of Connected Commerce—Re-thinking the Budget Allocation for Retail Marketing and Trade Promotion 17 Its about serving the connected, omnichannel shopper and optimizing budget, reach and experience. Global trade promotion expenditure was $513B in 2023, projected to surpass $650T by 2027. Yet money is shifting to commerce media (not just grocery!), on-platform (digital/in-store) and off-platform (open-web and social) Trend Continued proliferation of Commerce Media Networks