The Interactive Advertising Bureau (IAB) has released a revealing report, painting an optimistic picture for the digital advertising landscape in 2025. The “2025 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth” gives industry insiders a sneak peek at where their dollars will be heading in the year ahead.
Boom Time for Retail Media, CTV, and Social Advertising
While the overall ad spend is set to grow by a respectable 7.3%—a bit cooler than the 2024 surge fueled by the Olympics and the U.S. Presidential election—certain sectors are ready to steal the show. Retail media is anticipated to more than double the overall ad spend growth rate, climbing 15.6%. Meanwhile, Connected TV (CTV) and social media are both on track for robust double-digit increases at 13.8% and 11.9%, respectively.
David Cohen, CEO of IAB, summed it up perfectly: “Advertisers are zeroing in on where the action is—where shoppers, digital storefronts, and captivating video content intersect.”
Facing Inflation and Ad Fragmentation Head-On
The ad world is no stranger to challenges, and 2025 will be no different. Inflation pressures and a fragmented ad ecosystem, especially with the rise of “walled gardens,” are pushing buyers to refine their strategies. Despite these hurdles, customer acquisition is still king, jumping 12% year-over-year as brands hustle to boost revenue amidst shrinking margins.
Measurement, particularly in video streaming, remains a thorny issue, with concerns about cross-platform accuracy being top of mind for many buyers. However, the rise of generative AI seems to be providing a beacon of hope.
AI: The New Frontier in Media Planning
Generative AI is making waves, with about 80% of buyers either using it or exploring its potential. Whether it’s predicting campaign outcomes or optimizing ad placements, AI is fast becoming a staple in media planning. Still, there’s caution in the air—half of the users are already demanding strict human oversight to keep things in check and safeguard brand integrity.
Cohen emphasizes the industry’s need to stay nimble: “The market doesn’t wait around. To keep this momentum, transparency, choice, and delivering real results are non-negotiables.”
For those eager to dive deeper into the numbers and strategies, the full report is available at IAB’s official site.
