With many marketers planning to invest in the same media formats this year, it will be challenging to stand out. Industry analysts encourage marketers to use creative advertising to improve media performance. Generative AI is one tool that can help in this process.

Mediaocean’s 2025 Advertising Outlook Report includes input from around 700 marketing professionals. The report reviews the types of media formats in favor this year. And the details break out by vertical.

Media Formats Favored by Vertical

As many surveys have reported, more marketers will be spending on the following formats in the next year. The results of Mediaocean’s survey appear in the percentages below:

• Social platforms 68%
• Digital display/​video 67%
• CTV 55%
• Search 54%

Some business verticals will be investing more into specific formats than others. For social platforms, look for the following verticals to be spending more than others:

• Automotive 74%
• Entertainment 73%
• Direct-​to-​consumer 71% (This investment makes sense especially if social commerce is involved.)

CTV

• QSR 53%
• Travel 73%

Digital Display/​Video

• CPG
• Retail
• Tech

Beyond Media Formats

At the end of 2024, marketers noted their intention to focus on media-​related investments other than specific formats. Look for increased spending on:

• Performance driven paid media 62%
• Measurement/​attribution capabilities 50%
• Brand advertising 45% (This might include creative advertising.)
• First-​party data mastery 29%

The attention first to first-​party data is a reminder that marketers are wary of the controversy surrounding cookies in the digital marketing realm. Once businesses have their own data, they believe they’ll be able to market effectively to existing customers.

Tapping the Power of Generative AI

Specific verticals are showing an interest in various consumer trends this year. And few topics are dominating consumer interest more than generative AI. An estimated 75% of advertisers using generative AI in some form.

The most common applications for marketers include:

• Data analysis 47%
• Market research 38%
• Copywriting 32%

When using generative AI for tasks like copywriting, marketers may want to proceed carefully. Consumers appreciate unique voicing in content. They’ll identify voicing with a brand. But that’s not always happening as marketers strive to achieve creative advertising.

A Wired magazine article recently pointed out the following problem.

“Over 54 percent of longer English-​language posts on LinkedIn are likely AI-​generated… according to a new analysis shared exclusively with WIRED by the AI detection startup Originality AI.”

If all content starts to sound identical, consumers will begin to tune out messaging.

Creativity and AI

If your clients are using generative AI in their content-​creation process, offer to help them improve their wording. For example, AI content often uses passive voice. The content may also use strange contractions and unusual contradictions. None of those writing habits will win over consumers.

With an AdMall subscription, you can help clients that are struggling with creative advertising.  Every Local Account Intelligence Report in AdMall highlights a unique vertical. In those reports, users can run texts for audio and video ads.

The AdMall AI tool also produces lead magnet ideas and blog posts that you can share with prospects. Customizing the content to work for your prospective account can help you close more deals.

Mediaocean analysts point out that marketers in the education, technology and telecommunications verticals will be likely to emphasize AI this year.

Streaming CTV is another arena where marketers are seeking to find their audience. Early adopters have been engaging with streaming CTV for a while. But more consumers will move to this technology. 

Over 40% of marketers are already concerned about consumers going to great lengths to avoid ads, even if it includes creative advertising. Subjecting consumers to the same ad multiple times during one program increases irritation. This is a trend that marketers should avoid in their CTV ad campaigns.

Campaign ROI

45% of marketers believe their ability to track campaign performance is declining.

In a perfect world, marketers would know who has seen their ads and subsequently purchased the advertised product. But we haven’t yet reached that point. Marketers would love to attach a universal ID to each consumer to track their activities online. The technology is being touted as an alternative to third-​party cookies. While tech parties are pursuing this solution, consumers may not be fans.

On the other hand, creative advertising captures attention. Help your clients develop original ideas, concepts and storytelling styles to reach their target audience.

Photo by Karolina Grabowska on Pexels.