Mediaocean released the findings from its 2025 H1 Advertising Outlook Report, which reveals the rise of generative AI as the top consumer trend, marketers’ increased investments in automation, and the continued prioritization of digital channels like social media, digital display/video, and Connected TV (CTV). The report explores AI’s growing influence, the role of automation, and preparations for a multi-ID future, offering a comprehensive view of the advertising industry’s trajectory.
Social media, digital display/video, and CTV have emerged as the fastest-growing advertising channels, with 68%, 67%, and 55% of marketers planning to increase spending in these areas, respectively. This prioritization underscores the shift toward platforms that offer highly engaging and targeted advertising opportunities.
Generative AI has become the leading consumer trend, surpassing CTV in significance. With 63% of marketers identifying it as critical, advancements in AI are revolutionizing advertising workflows and enabling more sophisticated strategies. Automation, closely tied to AI, is also on the rise. Adoption has grown by 17% since mid-2024, as marketers increasingly leverage automation to streamline workflows across various media formats.
Advertisers are addressing campaign measurement and attribution challenges by adopting multi-ID measurement strategies. Nearly half of marketers cite identity resolution as a top concern for 2025, reflecting the growing need for accurate and reliable metrics in a fragmented digital landscape.
However, a significant gap persists between creative and media processes. Despite minor improvements, 86% of advertisers report a lack of synchronization between these functions. This highlights a critical area for growth, as improved alignment could unlock greater efficiency and effectiveness in advertising campaigns.
In his foreword, Brian Wieser, CEO and Principal of Madison and Wall, reflects on the industry’s resilience and innovation: "As we enter 2025, the advertising ecosystem continues to evolve rapidly. The interplay between technology, data, and creativity drives new opportunities for marketers to engage meaningfully with consumers. Mediaocean’s insights offer a clear roadmap for navigating these complexities."
“This year’s outlook report underscores the profound shifts already underway and intensifying across the advertising industry,” said Aaron Goldman, CMO of Mediaocean. “From the rise of AI and automation to the need for more comprehensive measurement frameworks, the insights in this report provide actionable guidance for brands and agencies looking to thrive and compete in a dynamic marketplace.”
“Generative AI is no longer a futuristic concept—it’s a cornerstone of today’s advertising strategies,” commented Deborah Wahl, Forbes CMO Hall of Fame member and former global CMO of General Motors. “The moment we’re in reminds me of the electric vehicle transformation in the auto industry. To capitalize on the opportunity, nay—imperative, marketers had to reimagine their business strategies and marketing programs. The same goes for AI, and the brands that embrace it now will see outsized returns,” she concluded.
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