However, a piecemeal approach to AI reflects a focus on short-term results instead of overarching strategies, per Mediaocean’s research.

Dive Brief:

  • Generative artificial intelligence (AI), its influence on automation and a growing need for multifactor identification solutions are dominating advertisers’ thoughts as the industry begins 2025, according to Mediaocean’s “2025 H1 Advertising Outlook Report.”
  • While marketers continue to prioritize digital channels for their spending in the first half of the year, 63% of respondents identified generative AI as the most critical consumer trend they’re watching in 2025, surpassing even connected television.
  • Automation is the only investment area for marketers that grew since Mediaocean’s last survey, with 17% more marketers naming it as most critical. However, a staggering 86% of advertisers report a lack of synchronization between creative and media processes.

Dive Insight:

A key takeaway from Mediaocean’s research is that the industry is still grappling with how to best integrate AI into business operations in ways that make sense. The report is based on surveys of nearly 700 marketing and advertising professionals that were fielded in November 2024. The growth in automation as a critical investment area is tightly woven together with AI, per Mediaocean. At the same time, the application of AI is still very tactical. The most common applications of AI by respondents are data analysis (47%), market research (38%), copywriting (32%) and image generation (22%). Explore Martech News for the latest advancements in Marketing Technology & insightful updates from industry experts!
Source: https://www.marketingdive.com/news/marketers-prioritize-automation-mediaocean-report/737082/