Ad tech company Mediaocean has released its 2025 H1 Advertising Outlook Report. The report, based on a survey of nearly 700 marketing professionals, highlights generative AI’s role as the leading consumer trend, surpassing Connected TV (CTV).
The 2025 H1 Advertising Outlook Report is the seventh in Mediaocean’s series of bi-annual market reports and provides a comprehensive view of the advertising industry.
A substantial 63% of marketers now identify AI as critical to their operations. The technology is reshaping workflows and enabling more sophisticated marketing strategies.
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Automation has become the fastest-growing investment area for marketers, with a 17% increase in adoption since mid-2024. This surge reflects the industry’s push to improve workflow efficiency across various media formats.
The report reveals that social media, digital display/video and CTV are the fastest-growing channels for ad spend. Some 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.
Almost half of the surveyed advertisers cite identity resolution as a top concern for 2025 and are adopting multiple approaches to improve campaign measurement and attribution. Despite minor improvements, a significant 86% of advertisers report a lack of synchronisation between creative and media processes.
“This year’s outlook report underscores the profound shifts already underway and intensifying across the advertising industry,” said Aaron Goldman, Mediaocean CMO. “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.”
