Mediaocean’s H2 2025 Market Report shows big changes in digital marketing. Marketers adapt to new tech like AI. Over 500 pros share views. AI tops priorities for three-quarters of them.
Cookie decline and search tweaks force quick moves. Brands chase better targeting and personalization.
Key Trends in AI in Marketing
AI leads the pack. Marketers use it for creative tasks. It helps with copywriting and media plans. Data analysis and campaign tweaks follow close. CTV ads grow fast. Streaming platforms draw big budgets.
Better user IDs boost precise targeting. Identity solutions mix first-party data with third-party info. Probabilistic methods fill gaps. Personalization rises amid cultural shifts. Brands craft nuanced messages for diverse groups.
Report highlights include:
- AI Focus: 75% prioritize it for planning and optimization.
- CTV Boom: Top budget winner for targeted ads on streams.
- Identity Mix: Blends data types to track customers sans cookies.
- Personalization Push: Handles political sensitivities with fast tweaks.
- Privacy Dip: Less worry now; shift to proactive ID tools.
Also read about: AI Market Size Statistics
Search and Budget Changes
Search ad spend drops 22%. AI search results cut traditional clicks. Marketers broaden SEO beyond keywords. They optimize for AI engines. This needs tech fixes like server-side coding. Overall budgets hold steady. Funds shift to CTV and AI tools. Data unification lags behind channel speed. Tech builds take time.
Experts weigh in. W Media’s Karsten Weide calls it resilience and reinvention. Mediaocean’s Arron Goldman says success ties tech, data, and creativity. A webinar on July 29 dives deeper with IAB input.
AI in marketing drives this wave. Brands that blend it smartly win big. Watch for more shifts in H2 2025.
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