IAB’s 2025 Outlook forecasts that ad spend will grow for all digital channels this year, led by double digit growth for CTV, social and retail media. Conversely, spend on linear TV, in the absence of cyclical events like the soccer World Cup or the Olympics, is set to decrease sharply YoY. Eighty percent of buyers will be using or considering gen AI tools for media planning and activation.
The Media Rating Council has concluded the accreditation process for Nielsen’s Big Data + Panel National TV measurement. The measurement pairs what Nielsen calls a “high quality, representative panel” with data pulled from devices in some 45 million homes. The measurement was widely adopted by broadcasters and agencies for the 2024 upfront season.
Sixty-three percent of marketers surveyed by Mediaocean picked gen AI as the consumer trend to watch in 2025. CTV and social video came a close second and third with 56% and 51% respectively. Unsurprisingly, the Mediaocean survey concurred with IAB Outlook that marketers will prioritize digital channels this year.
Pretty soon it will feel odd when you can’t click on an ad to buy something. PayPal is advancing that glorious future by transforming open web advertisements into fully functional storefronts. Somewhat related: Dentsu and Roku have advice on what makes shoppable TV ads succeed (hint: it’s more than personalization).