Fresh Perspective on Sonder's 2025 Owned Media Global Market Report
Anticipated Expansion for In-house Media Channels by Sonder in 2025
Just dropped, the buzz is real! Sonder's 2025 Owned Media Global Market Report hits us like a freight train, shining a spotlight on the evolving realm of owned media. Take a seat, grab a cuppa, because we're diving into the details that'll change the way you approach marketing.
Sonder, a renowned name in the marketing sphere, rallied 50 industry titans from 22 countries to lay down their thoughts on owned media. The report reveals that this humble, often overlooked player is finally stepping into the limelight, ready to take on the big boys, traditionally dominating the paid advertising scene.
"Owned media has long been an underdog in the advertising game. But, with the shift we're experiencing today, it's clear that we're entering a new era where every brand, big or small, can leverage their owned media networks for strategic and commercial success," remarked Jonathan Hopkins, Sonder's founding partner.
So, what's the big deal? Marketers are now beginning to view owned media as a powerful, untapped asset, with 27% planning on increasing their media value representation in partner deals. Get ready to be blown away: two-thirds of respondents are planning to boost their owned media game in the upcoming year!
But wait, there's more. The report suggests that a whopping 36% of those surveyed are currently failing to capitalize on their owned media networks, either by giving it away for free or not leveraging it fully. And get this, a staggering 60% don't even have an owned media rate card! Talk about missing out!
Moving on, how about some numbers to crunch? Retail media is rising faster than ever, with global media spend predicted to hit over $150 billion (that's £118 billion, y'all) by the end of this year. But here's the real kicker: Sonder predicts that the finance, travel, telco, and convenience sectors will jump on the owned media bandwagon in 2025.
"Retail has embraced the commercial potential of owned media, and it's about time other sectors caught on. We expect to see more and more organizations launching their owned media networks in 2025," Hopkins added, a glint of anticipation in his eyes.
The shift towards owned media will likely mean a move away from the usual suspects - Google, Meta, and Amazon - when it comes to ad spending in the new year. Brands will begin to embrace cost-effective alternatives, and we can't help but wonder if the underdog has finally found its chance to shine.
And don't forget to check out that coveted first-party data! Over half of the respondents shared that they're leveraging first-party data with partners through customer targeting, with less than a third utilizing software platforms for targeting, ad-serving, campaign optimization, and monetization.
Catchy, right? But remember, for the juiciest details from the report, make sure to dip your toes into the treasure trove that is Sonder's 2025 Owned Media Global Market Report or swing by their official website for more juicy insights.
P.S. We scrambled to find a visual that fits the vibe, and here it is: Annie Spratt's vibrant capture for you to marvel at. Cheers!
Disclaimer: We take no responsibility for any knee-jerk decisions made while reading this report. Always consult a marketing guru or two before making life-changing moves. 😊
Featured image: Annie Spratt / Unsplash
- The 2025 Owned Media Global Market Report by Sonder indicates that owned media is transitioning from an underdog to a major player in the advertising landscape.
- Marketers are increasingly viewing owned media as a valuable asset, with 27% planning to increase their media value representation in partner deals.
- The retail sector is already embracing the commercial potential of owned media, and Sonder predicts that the finance, travel, telco, and convenience sectors will follow suit in 2025.
- The report suggests that many organizations are currently failing to capitalize on their owned media networks, with 36% not fully leveraging them and 60% lacking an owned media rate card.
- Brands are predicted to shift their ad spending towards cost-effective alternatives like owned media networks in the new year, potentially signifying a new era for marketing and advertising.
