AI & automation drive advertising shifts in 2025 report

Mediaocean has released its 2025 H1 Advertising Outlook Report, highlighting a shift away from traditional media towards digital channels, coupled with growing investments in artificial intelligence and automation.

The report is the seventh in Mediaocean's bi-annual market analysis series and is based on a survey of nearly 700 marketing professionals. It provides a comprehensive overview of the advertising industry's current and future trajectory, focusing on AI, automation, and preparations for a multi-ID future. The study includes a foreword by Brian Wieser, Chief Executive and Principal of Madison and Wall, who reflects on the advertising industry's resilience and innovation.

Wieser, described by the industry as "Madison Avenue's de facto Chief Economist", states: "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."

Among the key findings, the report notes a prioritisation in ad spending on social media, digital display/video, and Connected TV (CTV), with 68%, 67%, and 55% of marketers planning to increase spending in these areas, respectively. Furthermore, generative AI has surpassed CTV as the leading consumer trend, with 63% of marketers identifying it as critical, reflecting key advancements in AI that are reshaping workflows and enabling more sophisticated advertising strategies.

Automation is highlighted as the fastest-growing area of investment, experiencing a 17% increase in adoption since mid-2024, as marketers endeavour to improve workflow across various media formats. The report also points out that almost half of the advertisers surveyed regard the adoption of multiple approaches to identity resolution as a top concern for 2025, aiming to enhance campaign measurement and attribution.

Despite slight improvements, the report reveals that 86% of advertisers acknowledge a lack of synchronisation between creative and media processes, signalling considerable opportunities for growth in this area.

Mediaocean's Chief Marketing Officer, Aaron Goldman, remarked on the significance of the findings: "This year's outlook report underscores the profound shifts already underway and intensifying across the advertising industry. 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."

Deborah Wahl, a Forbes CMO Hall of Fame member and former global CMO of General Motors, commented: "Generative AI is no longer a futuristic concept—it's a cornerstone of today's advertising strategies. The moment we're in reminds me of the electric vehicle transformation in the auto industry. To capitalize 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."

Mediaocean's report synthesises perspectives from various sectors within the advertising industry, offering an in-depth look at both the current state and emerging trends. Marketers and agencies are encouraged to take heed of these findings as they plan strategies to navigate the shifting landscape of consumer and media technology.