It is no surprise that digital channels have become the dominant place for advertising and marketing of services, content and ecommerce, however without AI and automation it is hard to stand out from the crowd.
So finds the annual marketing survey of 700 marketing professionals from onmichannel ad company Mediaocean, in its 2025 H1 Advertising Outlook Report, which reveals how marketers are navigating rapid technological advancements and shifting consumer behaviors.
The report highlights key findings, including the rise of generative AI as the top consumer trend, marketers’ increased investments in automation, and the continued prioritization of digital channels like social media, digital display/video, and Connected TV (CTV).
The 2025 Advertising Outlook Report was informed by a recent survey of nearly 700 marketing professionals. It includes a foreword by Brian Wieser, CEO and Principal of Madison and Wall, an advisory firm focused on the media and technology industries. The industry community has described Wieser as “Madison Avenue’s de facto Chief Economist.”
The report explores AI’s growing influence, the role of automation, and preparations for a multi-ID future, offering a comprehensive view of the advertising industry’s trajectory.
And its key findings make interesting reading for anyone looking at how to make the best use of marketing budgets to attract consumers and therefore drive traffic.
The study, perhaps unsurprisingly, finds that 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, respectively.
However, generative AI has emerged as the leading consumer trend, surpassing CTV. 63% of marketers identify it as critical. Key advancements in AI are reshaping workflows and enabling more sophisticated advertising strategies. This is what is likely to be key for helping advertisers stand out in the increasingly competitive digital marketing arena.
AI is also having to work in close conjunction with automation to not only deliver the right ads at the right time to the right users, but to also make the process as efficient as possible. According to Mediaocean, automation has become the fastest-growing investment area, with a 17% increase in adoption since mid-2024, as marketers seek to improve their workflow across media formats.
Additionally, advertisers are adopting multiple approaches to identity resolution to improve campaign measurement and attribution. Almost half cite this as a top concern for 2025 and, despite slight improvements, 86% of advertisers report a lack of synchronization between creative and media processes, highlighting significant opportunities for growth.
The marketing ecosystem continues to evolve
In his foreword, Wieser reflects on the industry’s resilience and innovation: “As we enter 2025, the advertising ecosystem continues to evolve rapidly. The interplay between technology, data, and creativity drives new opportunities for marketers to engage meaningfully with consumers. Mediaocean’s insights offer a clear roadmap for navigating these complexities.”
“This year’s outlook report underscores the profound shifts already underway and intensifying across the advertising industry,” adds Aaron Goldman, CMO 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 and compete in a dynamic marketplace.”
“Generative AI is no longer a futuristic concept—it’s a cornerstone of today’s advertising strategies,” says Deborah Wahl, Forbes CMO Hall of Fame member and former global CMO of General Motors. “The moment we’re in reminds me of the electric vehicle transformation in the auto industry. To capitalise on the opportunity, nay – imperative, marketers had to reimagine their business strategies and marketing programs. The same goes for AI, and the brands that embrace it now will see outsized returns.”
The 2025 Advertising Outlook Report is the seventh in Mediaocean’s series of bi-annual market analyses. It synthesizes perspectives from brands, agencies, media companies, measurement firms, and tech platforms, offering a comprehensive view of the advertising industry’s current state and future trajectory.
