Mediaocean, a leading partner for omnichannel advertising, has unveiled the 2025 H1 Advertising Outlook Report. This comprehensive study, based on a survey of nearly 700 marketing professionals, explores how the advertising landscape is evolving in response to technological advancements and shifting consumer behaviors. Key insights from the report indicate a significant rise in the adoption of generative AI, automation, and prioritization of digital channels like social media, digital display/video, and Connected TV (CTV).

1. Prioritization of Ad Spending

• Social Media, Digital Display/Video, and CTV: These channels are identified as the fastest-growing areas for marketers in 2025.
  • 68% of marketers plan to increase spending on social media.
  • 67% plan to increase spending on digital display/video.
  • 55% plan to invest more in Connected TV (CTV).

2. Rise of Generative AI

• AI as the Leading Consumer Trend: 63% of marketers view generative AI as critical to their strategy, with its influence surpassing CTV.
• Advancements in AI: Marketers are leveraging AI to reshape workflows and develop more sophisticated, targeted advertising strategies, allowing for greater personalization and automation.

3. Automation in Advertising

• Fast-Growing Investment Area: Automation is highlighted as the fastest-growing investment area, showing a 17% increase in adoption since mid-2024. This trend indicates that marketers are increasingly adopting automation tools to streamline workflows across different media formats, improving efficiency and effectiveness.

4. Multi-ID Measurement

• Adoption of Multiple Identity Solutions: As part of evolving measurement strategies, almost half of marketers identify multi-ID measurement as a top concern for 2025. This indicates a broader industry move toward more accurate and comprehensive attribution models, essential for improving campaign effectiveness and ROI.

5. Addressing the Creative-Media Gap

• Synchronization Challenges: Despite slight improvements, 86% of advertisers report a significant gap between creative and media processes. This presents an opportunity for growth, as marketers work to better align these two crucial aspects of their campaigns for improved results.

6. Insights from Industry Leaders

• Brian Wieser’s Foreword: The report includes insights from Brian Wieser, CEO of Madison and Wall, who reflects on the advertising industry’s resilience and ongoing innovation.
• Aaron Goldman’s Statement: Aaron Goldman, CMO of Mediaocean, emphasizes the profound industry shifts occurring, particularly in AI, automation, and measurement frameworks.
• Deborah Wahl's Comment: Deborah Wahl, CMO Hall of Fame member and former GM CMO, draws parallels between AI’s transformative role in advertising and the rise of electric vehicles in the auto industry, urging marketers to embrace AI to capitalize on its potential.

The 2025 H1 Advertising Outlook Report from Mediaocean provides valuable insights into the future of advertising, highlighting the increasing role of AI, automation, and digital channels. As marketers navigate a rapidly evolving landscape, the findings offer a roadmap to adapt and thrive in a competitive marketplace, focusing on AI-driven strategies, advanced measurement techniques, and efficient workflows.