Marketers Prioritize CTV, AI, and Identity in Fragmented Media Landscape: Mediaocean Report

Mediaocean's 2025 H2 Market Report reveals that CTV, AI, and identity are top priorities for marketers. CTV is the top channel for planned budget increases, with 58% of marketers intending to spend more in H2. Generative AI tops the list of consumer trends, with 72% of marketers citing it as a priority. Identity and demand generation grew as strategic priorities, rising 41% and 33%, respectively. Cultural and political sensitivity also saw a rise in importance, with an 82% increase in marketers flagging it as a priority since H1.

Mediaocean's latest H2 Market Report reveals significant shifts in marketing priorities, with Connected TV (CTV), AI, and identity emerging as top concerns for marketers. According to the report, CTV is the leading channel for planned budget increases, with 58% of marketers intending to boost their spending in the second half of 2025 [1]. This trend is driven by the growing importance of CTV in the digital advertising landscape, as evidenced by recent partnerships like the one between Roku and Amazon, which aim to create a unified CTV identity space [2].

Generative AI has also gained significant traction, with 72% of marketers citing it as a priority, reflecting its potential to revolutionize consumer trends and marketing strategies [1]. The rise in AI's importance is not surprising, given the increasing prevalence of AI-powered search and its impact on consumer behavior. Further analysis of Google Ads search queries indicates that people are increasingly searching in more natural language, with a notable increase in the use of longer, conversational queries [3].

Identity and demand generation have also become strategic priorities, rising by 41% and 33%, respectively, in the H2 report [1]. This reflects the growing emphasis on data sophistication and the need for advertisers to use every video dollar as effectively as possible. The Roku-Amazon partnership, for instance, aims to provide a shared identity space across over 80% of the US CTV ecosystem, enabling better audience targeting and measurement [2].

Additionally, cultural and political sensitivity has seen a 72% increase in importance among marketers since the first half of 2025 [1]. This rise underscores the need for brands to navigate the complexities of today's social and political environment with care and precision.

In conclusion, Mediaocean's H2 Market Report highlights the evolving landscape of digital marketing, with CTV, AI, and identity at the forefront. Marketers are increasingly focusing on these areas to drive real, measurable impact and adapt to changing consumer behaviors and market dynamics.

References:
[1] https://tinuiti.com/blog/paid-media-updates/media-update-july-10-2025/
[2] https://tinuiti.com/blog/paid-media-updates/media-update-july-10-2025/
[3] https://tinuiti.com/blog/paid-media-updates/media-update-july-10-2025/