Generative AI Claims Top Spot Outpacing Connected TV (CTV)
In the ever-evolving advertising landscape, 2025 has ushered in a transformative trend that is turning heads: Generative AI.
According to Mediaocean’s newly released 2025 H1 Advertising Outlook Report, Generative AI has claimed the top spot as the leading consumer ad trend, outpacing the once-dominant Connected TV (CTV).
With nearly 700 marketing professionals weighing in, this report paints a compelling picture of an industry on the cusp of an AI-driven revolution.
AI: The Heart of Modern Marketing
Generative AI is no longer a fringe technology reserved for experimental campaigns.
A striking 63% of marketers surveyed now identify AI as critical to their operations.
Its integration is reshaping workflows, enabling brands to craft hyper-personalised campaigns, and enhancing creative processes like never before.
As automation continues to rise, marketing teams are leveraging AI to improve efficiency and tap into sophisticated strategies that were previously unattainable.
Aaron Goldman, Mediaocean’s CMO, encapsulates the seismic shift: “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.”
Automation Takes Centre Stage
If 2024 was the year of AI exploration, 2025 is the year of AI implementation.
Automation has emerged as the fastest-growing investment area for marketers, experiencing a 17% surge in adoption since mid-2024.
This trend underscores the industry’s commitment to streamlining workflows and maximising productivity across diverse media formats.
Ad Spend Shifts Toward Social and Digital Channels
The report reveals key shifts in ad spend, with social media, digital display/video, and CTV leading the charge.
Here’s how marketers are allocating their budgets:
Social Media: 68% of marketers plan to increase spending.
Digital Display/Video: 67% are boosting investments.
CTV: 55% intend to expand their advertising budgets.
These statistics highlight a renewed focus on digital channels that promise higher engagement and ROI in an increasingly fragmented media landscape.
Identity Resolution and the Creative-Media Disconnect
Despite the optimism surrounding AI and digital channels, challenges remain.
Identity resolution has become a top priority, with nearly half of advertisers emphasising its importance for 2025.
Marketers are adopting innovative approaches to improve campaign measurement and attribution, yet synchronisation between creative and media processes remains elusive.
A staggering 86% of advertisers report misalignment between these critical functions, underscoring the need for cohesive strategies.
What This Means for Marketers
Generative AI’s meteoric rise is a clear signal for marketers to rethink their strategies.
From developing content to managing workflows, the potential of AI is vast and largely untapped.
As social media, digital display/video, and CTV continue to attract investment, brands must prioritise integrating AI tools to stay competitive and relevant.
The Road Ahead
Mediaocean’s 2025 H1 Advertising Outlook Report isn’t just a snapshot of industry trends; it’s a roadmap for navigating the future.
As AI and automation redefine the boundaries of creativity and efficiency, marketers who embrace these technologies will find themselves at the forefront of innovation.
In the words of Aaron Goldman, this year’s report underscores “profound shifts already underway,” setting the stage for a dynamic and competitive advertising ecosystem.
The time to harness the power of generative AI is now—because in 2025, the future isn’t just coming; it’s already here.
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