Mediaocean：2025年H2CPG市场报告（英文版）

CPG marketersare becoming more selective with their media investments. While signs of a more cautious outlook are clear, most brands continue to maintain or increase spend in the channels that deliver direct performance impact or strong retail alignment. Retail Media tops the list, with 62% of CPG marketers planning to increase spend. While this represents a modest 3% dip from the previous wave, it underscores the channel’s growing dominance as a driver of conversion, closed-loop measurement,