Mediaocean, the foundational partner for omnichannel advertising, has unveiled its 2025 H1 Advertising Outlook Report, offering a detailed examination of the advertising industry’s rapidly evolving landscape. Based on insights from nearly 700 marketing professionals, the report highlights generative AI as the leading consumer trend, surpassing Connected TV (CTV), and underscores significant shifts in ad spending priorities and workflow optimisation through automation.
This latest instalment marks the seventh in Mediaocean’s bi-annual series of market analyses, providing a comprehensive view of industry trends and predictions. The findings are particularly relevant as marketers navigate a dynamic marketplace shaped by rapid technological advancements and shifting consumer behaviours.
Key Findings
Generative AI Dominates as a Top Trend
Generative AI has emerged as the most critical consumer trend for 2025, eclipsing CTV. A notable 63% of marketers now identify AI as pivotal to their operations. With advancements in AI reshaping workflows, the technology is enabling more sophisticated advertising strategies and revolutionising how marketers engage with their audiences.
Automation on the Rise
Automation has become the fastest-growing investment area, with a 17% increase in adoption since mid-2024. Marketers are increasingly leveraging automation to enhance workflow efficiency across multiple media formats, reflecting a broader industry push towards operational excellence.
Ad Spend Prioritisation
Social media, digital display/video, and CTV have emerged as the fastest-growing channels for ad spend. According to the report, 68% of marketers plan to increase spending on social media, 67% intend to boost investments in digital display/video, and 55% aim to expand their CTV advertising budgets.
Identity Resolution and Measurement
Almost half of surveyed advertisers cite identity resolution as a key challenge for 2025. As brands strive to improve campaign measurement and attribution, many are adopting multi-ID frameworks to better track and analyse their efforts. However, despite these advancements, 86% of advertisers report a lack of synchronisation between creative and media processes, presenting opportunities for further growth.
Expert Insights
“This year’s outlook report underscores the profound shifts already underway and intensifying across the advertising industry,” said Aaron Goldman, Chief Marketing Officer 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 in a dynamic marketplace.”
Brian Wieser, CEO and Principal of Madison and Wall, added in his foreword: “The interplay between technology, data, and creativity continues to drive new opportunities for meaningful consumer engagement. Mediaocean’s insights offer a clear roadmap for navigating these complexities.”
Deborah Wahl, a Forbes CMO Hall of Fame member, likened the current AI transformation to the electric vehicle revolution in the automotive industry. “Generative AI is no longer a futuristic concept—it’s a cornerstone of today’s advertising strategies. The brands that embrace AI now will see outsized returns,” she remarked.
Opportunities for the Industry
The report serves as a clarion call for advertisers to adopt cutting-edge technologies and enhance their operational frameworks. By addressing synchronisation gaps between creative and media, marketers can unlock new efficiencies and deliver more impactful campaigns. Additionally, with social media and digital video continuing to dominate, brands must optimise these channels to stay ahead of the competition.
Looking Ahead
The 2025 Advertising Outlook Report synthesises perspectives from brands, agencies, media companies, measurement firms, and tech platforms, offering a holistic view of the industry’s current state and future trajectory. For those eager to delve deeper into the findings, Mediaocean will host a webinar on Thursday, 16 January 2025, featuring Aaron Goldman, Deborah Wahl, and Brian Wieser.
Source: https://www.mediaocean.com/press-releases/2025/01/13/advertising-outlook-report
