Despite a cooling economy, most marketers intend to maintain or grow spending across key media channels in the second half of 2025, according to Mediaocean’s latest market report.
While signs of belt-tightening are emerging (seven in ten channels saw an increase in the share of marketers planning to reduce spend), CTV remains the top growth area, with 58% planning to boost investment, up slightly from 55% earlier this year. Social platforms (56%) and digital display/video (52%) also ranked high, though both dipped modestly from the first half. Search budgets saw the steepest drop, down 22%, a shift Mediaocean links to generative AI’s growing role in changing how consumers discover products and content.