1、Key insights on consumer,advertising,and media trends,with data gathered from leading marketing industry professionals.2 2025 MediaoceanIntroduction.3Foreword by Karsten Weide.4Insight 1:Ad spend remaining resilient.5Insight 2:Strategic priorities:Identity and Demand Gen.6Insight 3:Marketers double

2、down on Gen AI.8Insight 4:Gen AI matures across marketing functions.10Insight 5:Personalization and measurement lead the next phase of CTV.12Conclusion and Methodology.14Afterword by Jon Lafayette.15Table of contents3 2025 MediaoceanIntroductionThank you for reading Mediaoceans 2025 H2 Market Report

3、.These insights reflect input from 464 marketing professionals,focused on key consumer and technology trends along with 2025 H2 projected media investments.We primarily surveyed marketers and agencies,but also included perspectives from media companies,measurement firms,tech platforms,and other indu

4、stry cohorts.This is the eighth in our series of bi-annual market reports,reflecting over 5,500 total respondents,with the first published at the end of 2021.The most recent data points used in this research are based on surveys conducted in May 2025.4 2025 MediaoceanWhen asked what factors were mos

5、t important to drive the next phase of CTV,marketers first pointed to personalization,cited by 28%as the top driver of CTVs full-funnel performance.Measuring reach,frequency,and outcomes also remain critical pillars.Yet challenges persist.Fragmentation is a key pain point,with more than half of mark

6、eters citing limited cross-channel visibility,fragmented measurement,and data silos as persistent hurdles.This report also captures a heightened sensitivity to political advocacy trends,which surged 82%in importance.As consumer values intersect with public discourse,brands are recalibrating messagin