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Mediaocean surveyed nearly 700 marketing professionals to compile its 2025 H1 Advertising Outlook Report.
Here are some key findings from the data:
- Social media, digital display/video, and CTV are the fastest-growing channels, with 68%, 67%, and 55% of marketers planning to increase spending in these areas, respectively.
- Generative AI is the leading consumer trend, surpassing CTV. 63% of marketers identify it as critical.
- Automation has become the fastest-growing investment area, with a 17% increase in adoption since mid-2024.
- Advertisers are adopting multiple approaches to identity resolution to improve campaign measurement and attribution.
- Despite slight improvements, 86% of advertisers report a lack of synchronization between creative and media processes.
Dig into the report to better understand how the industry is adapting to shifting consumer behavior and advancement.
