2025 Advertising Spending Forecasts: A Detailed Look at Growth Categories

Key Media Categories for Growth in 2025CTVStreamingOTT VideoForecasted Growth With 24 of respondents indicating a significant increase and 51 noting moderate growth CTVStreamingOTT Video continues to lead as a top growth category This trend aligns with eMarketeramp8217s projections which estimate that digital video ad spending will grow by 13 in 2025 driven largely by consumer migration to streaming platformsIndustry Insight According to a recent report from Wall Street Journal advertisers view streaming as a more measurable and targetable option making it increasingly attractive for budget allocation1st Party DataBased DecisionsForecasted Growth 21 of respondents expect significant growth in this category with an additional 43 noting moderate growth As privacy regulations tighten brands are pivoting to leverage 1st party data to enhance personalization and performance measurementCorroboration A recent IPG Mediabrands study found that 80 of brands plan to increase their reliance on 1st party data by 2025 underscoring this shift toward datadriven decisionmakingInfluencer MediaForecasted Growth Influencer Media remains robust with 16 of respondents expecting a significant increase and 47 projecting moderate growth Influencer marketing is increasingly integrated into broader advertising strategies especially as brands seek authentic engagementExpert Insight eMarketer predicts influencer marketing will exceed 21 billion globally in 2025 with brands utilizing influencers not only on social media but also in omnichannel campaignsDigital VideoForecasted Growth This category shows steady growth with 14 of respondents reporting significant increases and 47 moderate growth Digital video remains central to many brandsamp8217 media strategies given its versatility and reachIndustry View Analysts at Morgan Stanley highlight digital video as a critical area of ad spend as brands shift away from linear TV toward more dynamic targeted video formatsSocial MediaForecasted Growth Social Media continues to capture budgets with 16 of respondents expecting significant growth and 44 moderate increases The shift reflects brandsamp8217 continued reliance on social platforms to reach and engage diverse audiencesMarket Context According to GroupMamp8217s latest report social media ad spend will maintain doubledigit growth in 2025 as brands increasingly prioritize platforms like TikTok and Instagram for younger demographicsDiverse OwnedOperated MediaForecasted Growth With 16 indicating significant increases and 43 moderate growth diverseowned media is gaining momentum as brands commit to inclusivity and support for diverse creatorsSupporting Data A Publicis study reveals that 70 of advertisers plan to increase spending on diverseowned media reflecting a growing focus on DEI initiatives in marketingRetailCommerce MediaForecasted Growth With 23 of respondents anticipating significant increases retail media channels are emerging as valuable platforms enabling advertisers to target consumers close to the point of purchaseMarket Insight eMarketer forecasts that retail media ad spend will reach 45 billion by 2025 making it a critical component of omnichannel strategiesProgrammaticForecasted Growth Programmatic advertising sees sustained interest with 15 reporting significant increases Automated ad buying continues to offer efficiencies and audience targeting capabilities that remain attractive for brandsCommentary dentsuamp8217s programmatic report indicates that 90 of brands plan to use programmatic buying to enhance the efficiency of their digital ad strategies in 2025Multicultural MediaForecasted Growth Multicultural media shows promising growth with 12 of respondents indicating significant increases and 44 moderate growth Brands recognize the importance of connecting authentically with multicultural audiences particularly Hispanic Black and Asian communitiesIndustry Perspective According to Donna Speciale President of US Advertising Sales at TelevisaUnivision amp8220Investing in multicultural media is essential for brands looking to drive genuine connections with diverse audiences Itamp8217s a strategic imperative that reflects Americaamp8217s changing demographicsamp8221AdvancedAddressable TVForecasted Growth Addressable TV maintains its position as a growth category with 13 expecting significant increases and 42 anticipating moderate growth Addressable advertising enables precise targeting which is increasingly important as linear TV audiencesamp8217 fragmentAnalyst Perspective A Magna Global report projects that addressable TV spending will increase by 15 in 2025 driven by brandsamp8217 desire to achieve more granular targeting in TV advertisingJack Myers commented amp8220The Myers Report has been a consistent and reliable source of data in the advertising and media industry for four decades This yearamp8217s survey data reflects a continued evolution in ad spending priorities with digital streaming and multicultural media at the forefront Weamp8217re seeing an industrywide commitment to not only drive business results but also align with social values by supporting diverse and multicultural media outletsamp82212025 Growth Projections for Key Advertising Categories2025 Growth Projections for Key Advertising Categories This chart illustrates the percentage of respondents who forecast significant and moderate budget increases across key advertising categories CTVStreamingOTT Video leads in projected growth followed closely by categories such as 1st Party DataBased Decisions Influencer Media and Social Media

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