What the Latest Data Says

MelinaJanuary 14, 2025

1 5 minutes read

We have reported on any number of times on The growth of CTV advertising While it continues to steal market share from traditional lines, is CTV still the golden child? Mediaocean’s 2025 Advertising Forecast Report It suggests the balance is shifting, with 68% of 688 marketing professionals surveyed saying they expect their social media spending to increase in the first half of 2025, compared to 67% for digital video/digital display and just 55% for CTV.

“Reviewing data from the past four years, it is clear that traditional media are increasingly being deprioritized as digital channels gain momentum and popularity among consumers and advertisers alike,” the report concludes. “Social media platforms, in particular, have seen significant growth, with a 21% increase in advertising spend between 2022 and 2025. This shift underscores the growing importance of digital and social media in shaping advertising and marketing strategies. Reaching target audiences Compared to traditional channels.

Advertising spending on Mediaocean

Projected increase in ad spending by platform in the first half of 2025, according to Mediaocean’s 2025 Advertising Forecast report

Survey the field on social media vs. CTV

Search from The Trade Desk is looking at buying Omnichannel He offers ratings such as, “CTV can build emotional connections,” “Audio helps short- and long-term recall,” and “DOOH (direct out of home) excels at encoding brand awareness.” They didn’t mention social anywhere.

Meanwhile, research from iSpot.TV suggests that advertising on social videos, including YouTube and TikTok, provides a shorter path to an actual sale than the convenience of a TV experience. “Social video and live TV provide opportunities to build affinity, drive new behaviors like live shopping, and combine pre-produced creative with influencer-led campaigns. Brands looking for a comprehensive understanding of how video ads perform have no choice but to embrace social video because dynamic targeting and its importance “Make it get a lot of attention,” according to their report Nine things that will reshape video advertising in 2025.

This tug of war over where ads should run has some very specific swimming lanes, according to Mediaocean’s sector-specific research. They say more than half of industry sectors, including automotive, direct-to-consumer, education, entertainment, financial services, pharmaceutical/health, and telecommunications, choose social media platforms as their primary channel to increase their ad spend.

Two sectors, quick-service restaurants and travel, are choosing to increase their spending on CTV advertising. Three – consumer packaged goods (CPG), retail, and technology – choose video/digital display.

CTV vs Gen AI

Mediaocean data also indicates that CTV and streaming have moved to second place among the top consumer trends going forward, with Genetic AI holding the top spot. Since CTV, digital and mobile are viewing platforms where both content and advertising will be consumed, not Gen AI, it seems these marketers have been asked to compare apples and oranges.

“As more consumer attention moves away from traditional TV to short-form, user-generated content, advertisers may need to pursue this transition in ways beyond 30-second or 15-second segments. This may include relying more heavily on influencers, offering experiential promotions, and leveraging New technologies that enable creative messaging,” PwC Perspectives wrote in its report. Global entertainment and media forecasts (Aside from that, why do all the other groups talk about media and entertainment – M&E – and PwC does the opposite, E&M?)

PricewaterhouseCoopers’ 27th Annual Global CEO Surveycontains some interesting research on the impact of generative AI, with 57% of M&E CEOs – compared to 45% of CEOs across all industries – reporting that their current business path will not be viable in ten years.

“For example, over the next year, about half of CEOs [from all industries] They expect generative AI to enhance their ability to build trust with stakeholders, and about 60% expect it to lead to improved product or service quality. Within the next three years, nearly seven in ten respondents also expect that generative AI will increase competition, lead to changes in their business models and require new skills from their workforce.

He concludes, “CEOs who say they have adopted generative AI throughout their companies (about a third of our sample) are much more likely than others to anticipate its transformational potential over the next 12 months, as well as over the next three years.”

PwC shows that media and entertainment CEOs had the highest response out of all industries to the question: “To what extent will generative AI impact headcount at your company over the next 12 months?” With 32% expecting to reduce headcount by 5% or more in 2024 due to generative AI.

Aside from 57% comments on the impact of AI on their business and workforce reduction statistics, there is nothing else published that is specific to the media industry. The PwC CEO Study extrapolates data from internal research that we have no way of verifying.

PwC’s M&E research expects advertising to perform well. “This broad advance in advertising revenues underscores the broader opportunities available to other players in the E&M space. Capable, measurable advertising shown on television will become a vital contributor to revenue for direct-to-consumer online video providers,” the report said. PwC expects CTV advertising to double, from $20.5 billion in 2023 to $41.2 billion in 2028.

What about social?

Mediaocean research says social media is the favorite this year, so should we believe PwC research takes this into account?

The biggest problem with most research reports is that they are self-serving and tend to promote the work behind the research. The only organization that is fairly neutral on social media is Statista. they a report 143 minutes of social media are consumed daily or 1 minute every 3 minutes. These are high numbers, and CTV will need to go much further if M&E expects to reach the revenue numbers that PwC revenue projects.

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