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New Mediaocean Report Reveals 2025 Advertising Trends


Insights from nearly 700 marketing professionals underscore changes in consumer and media technology as advertisers prioritize digital channels

Mediterraneanan essential partner for multi-channel advertising, has released findings from its 2025 H1 Advertising Outlook Report, which reveals how marketers are experiencing rapid technological advances and changing consumer behavior. The report highlights key findings, including the rise of generative AI as a major consumer trend, marketers’ increased investment in automation and the continued preference for digital channels such as social media, digital display/video and Connected TV (CTV).

The 2025 Advertising Outlook Report was based on a recent survey of nearly 700 marketing professionals. Includes a foreword by Brian Wieser, CEO and principal of Madison and Wall, a consulting firm focused on the media and technology industries. The industry community has described Wieser as “the de facto chief economist of Madison Avenue”.

The report explores the growing influence of AI, the role of automation and preparing for a multi-ID future, offering a comprehensive look at the trajectory of the advertising industry.

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Key Findings:

  1. Advertising spend priority: Social media, digital display/video and Connected TV (CTV) are the fastest growing channels, with 68%, 67% and 55% of marketers planning to increase spending in these areas.
  2. AI as a top trend: Generative AI has become a major consumer trend, surpassing CTV. 63% of marketers consider it critical. A key advance in AI is reshaping workflows and enabling more sophisticated advertising strategies.
  3. Automation on the rise: Automation has become the fastest growing investment area with a 17% increase in adoption from mid-2024 as marketers look to improve their workflows across media formats.
  4. Multi-ID measurement: Advertisers use different approaches to identity solutions to improve campaign measurement and attribution. Almost half cite it as a top concern for 2025.
  5. Creative-Media Gap: Despite modest improvements, 86% of advertisers report a lack of synchronization between creative and media processes, indicating significant opportunities for growth.

In his foreword, Wieser reflects on the resilience and innovation of the industry: “Entering 2025, the advertising ecosystem continues to evolve rapidly. The interplay between technology, data and creativity brings new opportunities for marketers to meaningfully engage consumers. Mediaocean’s insights offer a clear blueprint for navigating these complexities. “

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“This year’s outlook report underscores the profound changes already underway and accelerating in the advertising industry,” said Aaron Goldman, CMO of Mediaocean. “From the rise of artificial intelligence and automation to the need for more comprehensive measurement frameworks, the insights in this report provide useful 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,” said Deborah Wahl, Forbes CMO Hall of Famer and former global CMO of General Motors. “The moment we are in reminds me of the transformation of electric vehicles in the automotive industry. To take advantage of the opportunity, which is absolutely necessary, marketers have had to rethink their business strategies and marketing programs. The same is true of artificial intelligence, and brands that embrace it now will see an outsized return.”

The Advertising Outlook 2025 report is the seventh in a series of market analyzes conducted twice a year by Mediaocean. Synthesizing the perspectives of brands, agencies, media companies, measurement firms and technology platforms, it offers a comprehensive view of the current state and future trajectory of the advertising industry.



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