TLDR: A new report from Mediaocean reveals that marketers are shifting from experimental approaches to concrete execution, prioritizing investments in Connected TV (CTV), Artificial Intelligence (AI), and identity solutions. This strategic pivot is driven by the need to navigate a fragmented media landscape and deliver personalized, performance-driven campaigns in the latter half of 2025.
NEW YORK – The advertising industry is undergoing a significant transformation, with marketers increasingly focusing on Connected TV (CTV), Artificial Intelligence (AI), and identity solutions as core pillars for growth in the second half of 2025. This is according to the latest 2025 H2 Market Report released by Mediaocean, a foundational partner for omnichannel advertising.
The report, based on a global survey of hundreds of marketing professionals, highlights a clear transition from mere experimentation to robust execution in these key areas. Marketers are now leaning into personalization, performance, and connected systems to fuel comprehensive cross-channel, full-funnel strategies.
Connected TV (CTV) remains the leading channel for planned budget increases, with a substantial 58% of marketers indicating their intent to boost spending in H2. As the CTV landscape matures, the focus has evolved beyond just reach to emphasize precision and performance. Personalization has emerged as the top driver of CTV effectiveness. However, challenges persist, particularly in cross-platform frequency management and measurement. To unlock CTV’s full-funnel value, marketers are deeming creative versioning, cross-platform optimization, and identity-informed targeting as essential.
Artificial Intelligence, particularly generative AI, continues its ascent as a top consumer trend for the second consecutive reporting period. A striking 72% of marketers now cite AI as a priority, marking a 15% increase from the first half of the year. This growth is consistent across all vertical industries. Marketers are moving beyond initial tests, integrating AI throughout the entire ad lifecycle—from creative production and copywriting to media planning, data analysis, and campaign optimization.
Identity and demand generation have also seen significant surges in strategic importance, rising by 41% and 33% respectively. With the ongoing decline of third-party cookies and the proliferation of media channels, marketers are adopting multi-ID strategies that blend first-party data, partner IDs, and other signals to maintain audience continuity across various platforms. The report underscores that driving demand is intrinsically linked to understanding the target audience.
Cultural and political sensitivity has also gained considerable traction, with an 82% increase in marketers flagging it as a priority since H1. This reflects the growing need for brands to navigate complex social and political environments with nuanced messaging.
Aaron Goldman, CMO of Mediaocean, commented on this pivotal shift, stating, “When it comes to omnichannel advertising, we’re seeing a transition from experimentation to expectation. Marketers are no longer testing AI, CTV, or multi-ID strategies—they’re building with them. The second half of 2025 will be defined by how well brands align their technology, data, and creative to deliver connected, outcomes-driven experiences.”
Also Read:
- Generative AI Poised to Revolutionize Video Advertising: IAB Report Reveals Nearly 90% Advertiser Adoption by 2025
- Generative AI Set to Power Nearly 40% of Digital Ads by 2026, IAB Report Reveals
This 2025 H2 Market Report is the eighth installment in Mediaocean’s bi-annual research series, accumulating insights from over 5,500 perspectives across agencies, brands, publishers, and platforms over the past four years, providing a comprehensive outlook on the evolving advertising landscape.
