Advertising Outlook: Where The Money’s Going In 2025

Recent survey results from The Myers Report are helping to get a clearer glimpse of advertising spend in 2025, with connected television (CTV), streaming, and over the top video (OTT) projected to see the most growth.

“With 24% of respondents indicating a significant increase and 51% noting moderate growth, CTV/Streaming/OTT Video continues to lead as a top growth category,” the 40th annual report found. “This trend aligns with eMarketer’s projections, which estimate that digital video ad spending will grow by 13% in 2025, driven largely by consumer migration to streaming platforms.”

In the survey of 3,500 advertising and media decision-makers, that category outranked first-party data-based decisions, which 21% expected to see significant growth and 43% expected moderate growth, followed by influencer media, digital video, social media, diverse-owned/operated media, retail/commerce media, and programmatic.

(Source: MediaVillage)

“Programmatic advertising sees sustained interest, with 15% reporting significant increases,” the report says. “Automated ad buying continues to offer efficiencies and audience targeting capabilities that remain attractive for brands.”