Marketers Prioritize CTV, Identity, and Generative AI Amid Resilient Ad Spending in H2 2025
The advertising industry is heading into the second half of 2025 with cautious optimism, focusing more sharply on personalization, efficiency, and data-driven growth. According to Mediaocean’s "2025 H2 Market Report," marketers are showing resilience despite economic uncertainty, with connected TV (CTV), generative AI, and identity solutions taking center stage in their strategies.
While 70% of marketers reported more frequent budget cuts across media channels, 58% still plan to increase their CTV spend—up from 55% earlier in the year—making it the fastest-growing media type. Social platforms (56%) and digital display/video (52%) follow, though both experienced slight declines compared to previous months. On the other hand, search advertising dropped sharply by 22%, a trend linked to consumers increasingly using AI chatbots for discovery and research.
Budget Reallocation and Strategic Shifts
Marketers are reallocating budgets with precision rather than pulling back. This approach balances brand-building efforts with measurable performance outcomes. The report highlights a 41% increase in marketers focusing on identity solutions, a response to the fading impact of third-party cookies and privacy changes from Google.
Demand generation also rose by 33%, showing that brands want to build stronger customer relationships amid economic uncertainty. These strategic priorities reflect a more data-conscious and adaptive marketing mindset.
The Rise of Generative AI
Generative AI is now the top consumer trend for 72% of marketers, marking a 15% jump from late 2024. This trend is fueled by advancements in AI tools such as GPT-4.5, Claude 4, Gemini 2.5, and text-to-video platforms like OpenAI’s Sora and Runway Gen-3.
Marketers are embedding AI across operations:
- Data analysis (47%)
- Market research (46%)
- Copywriting (34%)
- Creative versioning (27%)
- Website development (over 70% increase since November 2024)
This growing adoption shows AI’s expanding role in enhancing creative workflows and scaling personalized content.
CTV as a Full-Funnel Channel
CTV is cementing its role as a channel that supports the full marketing funnel. Marketers want more dynamic personalization and accountability in CTV campaigns. Personalizing ads with relevant creative content was cited by 28% of respondents as the key driver for CTV performance. Measuring reach, frequency, and outcomes followed closely at 24%.
However, cross-channel visibility and fragmented measurement remain challenges, with 52% of marketers identifying these as significant hurdles. This highlights the ongoing need for unified tools and data strategies that provide clearer insights across platforms.
Growing Importance of Societal and Political Advocacy
Brands are paying more attention to societal and political advocacy trends, which increased in perceived importance by 82% compared to early 2025. Marketers are adjusting messaging to meet the expectations of values-driven audiences while ensuring measurable impact.
Looking Ahead: Agility and AI Integration
The second half of 2025 will prioritize agility, intelligent systems, and investments that prepare marketers for the future. The report emphasizes AI as the factor most likely to change marketing strategies, urging marketers to design systems that integrate AI tools while keeping experienced human oversight.
Despite ongoing economic and social challenges, advertising remains a resilient driver of connection, growth, and measurable results. Marketers are moving from simply reacting to changes toward actively shaping the future of their industry.
For marketers looking to deepen their knowledge of AI applications in marketing, exploring courses on generative AI and automation can provide valuable practical skills. Visit Complete AI Training’s latest AI courses for practical learning resources.
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