Sophie Blake
As the advertising landscape evolves at breakneck speed, generative artificial intelligence (AI) and automation are emerging as the cornerstones of marketing innovation in 2025. Insights from Mediaocean’s latest 2025 H1 Advertising Outlook Report reveal a dynamic interplay of technological advancements, consumer behavior shifts, and the increasing prioritization of digital channels. Based on a survey of nearly 700 marketing professionals, the report underscores how these trends are reshaping workflows and strategies across the industry.
Generative AI has surged to prominence as a driving force in advertising, with 63% of marketers prioritizing it as a key focus for 2025—even outpacing interest in connected TV (CTV). The technology is revolutionizing advertising workflows, enabling advanced capabilities in market research, data analysis, content creation, and personalized experiences. Marketers are leveraging generative AI to craft compelling copy, design high-quality visuals, and optimize campaign strategies in real-time.
However, despite its potential, generative AI’s integration remains tactical rather than strategic for many businesses. Brian Wieser, CEO and Principal of Madison and Wall, highlights this gap: “While efficiency drives AI adoption, a piecemeal approach often limits its full potential. Integrating AI across the entire marketing ecosystem is essential for sustained growth.” The report underscores this point, revealing that only 14% of advertisers feel their creative and media processes are fully synchronized, signaling a need for a more unified approach.
Automation is experiencing unprecedented growth, with investments rising by 17% since mid-2024. By automating repetitive tasks and optimizing workflows, marketers are enhancing efficiency across diverse media channels. Yet, challenges remain: 86% of advertisers report difficulties in aligning creative and media operations. This misalignment underscores the opportunity to bridge gaps and unlock the full potential of automation for campaign success.
Digital media continues to dominate ad spending, with social media, digital display/video, and CTV leading the way. According to the report, 68% of marketers plan to increase their investments in social media, 67% in digital display/video, and 55% in CTV. These platforms provide unparalleled opportunities for consumer engagement, solidifying their role as essential components of modern advertising strategies.
As the industry transitions to a cookieless future, marketers are adopting multi-ID measurement frameworks to ensure effective campaign attribution. These frameworks address evolving consumer privacy preferences and regulatory changes, offering a robust solution for measuring ad performance. With Google introducing prominent consumer opt-out options, the urgency for reliable measurement solutions is more pronounced than ever.
The disconnect between creative and media processes remains a significant challenge. While marketers agree that effective creative leads to better media outcomes, integration between these functions is often lacking. Wieser questions this inconsistency: “If better creative drives superior media results, why aren’t these processes more closely aligned?” Addressing this disconnect will be vital for maximizing advertising impact.
Deborah Wahl, a Forbes CMO Hall of Fame inductee, compares the current AI-driven transformation in advertising to the electric vehicle revolution in the automotive sector. “Generative AI is no longer a futuristic concept; it’s a cornerstone of today’s advertising strategies,” she asserts. Wahl emphasizes that reimagining business models to harness AI’s capabilities will deliver outsized returns for forward-thinking brands.
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