• by Laurie Sullivan  @lauriesullivan, November 11, 2024

Connected television (CTV), streaming and over the top (OTT) video channels are expected to see the most growth in 2025, with 24% of respondents to a survey released Monday suggesting significant and 51% estimating moderate growth.

First-party data chosen by 21% of respondents expect significant growth in this category, with an additional 43% noting moderate growth. The move will enable brands to focus on personalization and performance measurement, according to the study findings released Monday.

Preferences identified in The Myers Report’s annual survey -- which focuses on B2B advertising) -- aligns with Emarketer’s estimate that digital video ad spending will grow by 13% in 2025, driven largely by consumers migrating to streaming platforms.

The annual survey -- conducted in collaboration with the ANA, 4A’s, and media agencies Publicis, IPG Mediabrands, dentsu, GroupM, Canvas, and Active International -- includes responses by 3,500 advertising and media decision-makers, and is intended to determine where advertisers will spend media dollars.

This data reflects an understanding of media budgets and emerging trends, focusing on key media categories such as CTV and streaming, first-party data, media for influencer marketing, programmatic media, and retail commerce.

The report does not mention artificial intelligence, but in 2025 AI will become a major driver of media buying and targeting for all types of channels including the ability to provide support for first-party ad targeting for everything from CTV to retail media.

About 23% of respondents believe they will see significant increases in retail media channels, enabling advertisers to target consumers close to the point of purchase.

Diverse-owned media is gaining momentum as brands continue to commit to inclusivity and support for diverse creators. Some 16% expect significant increases and 43% estimate moderate growth.

Advertisers continue to look for ways to use automated programmatic advertising, with 15% reporting significant increases.