Mediaocean’s latest 2025 H1 Advertising Outlook Report offers insights into the changing priorities of marketers, highlighting generative AI, automation, and digital channel investments as key drivers of the advertising industry’s evolution. Released on January 16, the report draws on a survey of nearly 700 marketing professionals, providing a forward-looking assessment of technological shifts shaping consumer engagement strategies.
The findings underscore the growing importance of digital advertising channels, with social media (68%), digital display and video (67%), and Connected TV (55%) identified as the fastest-growing areas of ad spending. Generative AI emerged as the most critical consumer trend for 2025, with 63% of marketers highlighting its role in transforming workflows and enabling more sophisticated advertising strategies. Automation also saw a significant rise, with a 17% increase in adoption compared to mid-2024.
Shifting Trends and Industry Implications
Generative AI’s rapid rise as a top trend reflects its increasing integration into marketing processes. Deborah Wahl, former global CMO of General Motors, likened the adoption of AI in advertising to the auto industry’s pivot to electric vehicles, suggesting that early adopters will gain competitive advantages.
“Generative AI is no longer a futuristic concept—it’s a cornerstone of today’s advertising strategies,” Wahl noted.
The report also identifies automation as a pivotal area of investment, with marketers leveraging it to streamline workflows and manage media complexity. This shift aligns with broader industry trends toward efficiency and scalability in advertising operations.
Another significant finding centers on multi-ID measurement, which nearly half of the respondents flagged as a pressing concern. The push for more precise campaign attribution and measurement reflects the industry’s ongoing adaptation to privacy regulations and the phaseout of third-party cookies. Despite these advances, challenges persist, including a reported lack of synchronization between creative and media processes, which 86% of respondents cited as an area needing improvement.
Broader Industry Context
Mediaocean’s report arrives at a time when marketers are navigating increased pressure to demonstrate ROI and engage audiences effectively across fragmented platforms. The prioritization of Connected TV and digital video mirrors broader consumption trends, with streaming services continuing to attract significant viewer attention. Meanwhile, social media remains a dominant force, fueled by its ability to deliver highly targeted advertising.
The focus on generative AI and automation is also consistent with the wider adoption of emerging technologies in marketing. Generative AI tools, such as those used for content creation and campaign optimization, are reshaping the ways brands connect with audiences. Automation, on the other hand, addresses operational inefficiencies, allowing marketers to manage increasingly complex media environments.
Expert Perspectives and Industry Leadership
The report features contributions from industry leaders, including Brian Wieser, CEO of Madison and Wall, who emphasized the advertising ecosystem’s capacity for innovation. “The interplay between technology, data, and creativity drives new opportunities for marketers to engage meaningfully with consumers,” Wieser wrote in the foreword.
Mediaocean’s Chief Marketing Officer, Aaron Goldman, highlighted the urgency of adapting to these changes. “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 in a dynamic marketplace.”
Looking Ahead
The 2025 H1 Advertising Outlook Report marks the seventh in Mediaocean’s biannual series, providing a comprehensive snapshot of the advertising industry’s current state and future direction. As marketers prepare for a webinar on January 16 featuring industry experts, the report offers a timely resource for understanding emerging trends and their implications.
For marketing professionals, the findings emphasize the importance of staying ahead of technological and consumer behavior shifts. Generative AI and automation, once seen as emerging tools, are now integral to maintaining relevance in a competitive landscape.