Keyinsightsonconsumer,advertising,

andmediatrends,withdatagatheredfromleadingmarketingindustryprofessionals.

Tableofcontents

Introduction 3

ForewordbyKarstenWeide 4

Insight1:

Adspendremainingresilient 5

Insight2:

Strategicpriorities:IdentityandDemandGen 6

Insight3:

MarketersdoubledownonGenAI 8

Insight4:

GenAImaturesacrossmarketingfunctions 10

Insight5:

Personalizationandmeasurement

leadthenextphaseofCTV 12

ConclusionandMethodology 14

AfterwordbyJonLafayette 15

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3

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Introduction

ThankyouforreadingMediaocean’s2025H2

MarketReport.Theseinsightsreflectinputfrom

464marketingprofessionals,focusedonkeyconsumerandtechnologytrendsalongwith2025H2projectedmediainvestments.

Weprimarilysurveyedmarketersandagencies,

butalsoincludedperspectivesfrommediacompanies,measurementfirms,techplatforms,andotherindustrycohorts.Thisistheeighthinourseriesofbi-annual

marketreports,reflectingover5,500totalrespondents,withthefirstpublishedattheendof2021.Themost

recentdatapointsusedinthisresearcharebasedonsurveysconductedinMay2025.

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Foreword

Aswenavigatethesecondhalfof2025,

theadvertisingindustrystandsatajuncture

wheremarketersaremeetingaccelerating

changewithresilience,reinvention,anda

commitmenttoinnovation.Mediaocean’s2025H2MarketReport—drawingontheinsightsofnearly500marketingprofessionals—paintsapictureofanindustrynotmerelyadaptingto

changebutactivelyshapingwhatcomesnext.

ThiseighthinstallmentinMediaocean’sbi-annualseries,capturingtheperspectivesofbrands,

agencies,mediacompaniesandtechplatforms,

underscoresacollectiveconfidenceinadvertising’spowertodriveconnection,growth,andimpact

amidacomplexgloballandscape.

Thebroadercontextremainsdynamic.Economic

uncertaintypersists,interwovenwithpoliticalandsocietalshiftsthatdemandbrands’attention.Yet,

marketersarerespondingwithmeasuredoptimism,reallocatingbudgetswithprecisionratherthan

retreating.Thisreportrevealsastrategicpivot

towardsmarter,data-driveninvestments,with

ConnectedTV(CTV),socialplatforms,anddigitaldisplay/videoleadingplannedspendingincreases.

CTV,inparticular,continuesitsascent,with58%

ofrespondentsplanningtoboostinvestment.ThisreflectsCTV’suniqueabilitytoblendtheemotionalresonanceoftraditionalTVwiththeprecisionof

digital,makingitacornerstoneforbothbrand-buildingandperformance-drivencampaigns.

Equallynotableisthe22%declineintheshareof

respondentsplanningtoincreasesearchadvertisingspending—likelydrivenbyconsumers’growing

useofAIchatbotsfordiscoveryandresearch.

Whatalsostandsoutinthissurveyistheindustry’ssharpenedfocusonidentityanddemandgenerationasstrategicpriorities.Theshareofrespondentswhoprioritizeidentitysolutionssurgedby41%,signalingaresponsetotheongoingerosionofthird-party

signals,exacerbatedbytheuncertainimpactofGoogle’sdecisiontoofferuser-choicecontrolsforthird-partycookiesintheChromebrowser,andtheacceleratingshifttoamulti-IDworld.

Marketersareembracingflexible,privacy-compliantstrategies—leveragingfirst-partyIDs,partnerIDs,

andprobabilisticapproaches—tomaintaintargetingandmeasurementeffectiveness.Meanwhile,demandgeneration’s33%riseunderscoresacommitmentto

scalable,long-termgrowth,asbrandsseektonurturecustomerrelationshipsinaclimateofeconomic

uncertaintyandconstrainedbudgets.

GenerativeAI(GenAI)hasundeniablyclaimed

thespotlight,emergingasthetopconsumertrendfor72%ofrespondents—a15%jumpfromlate

2024.ThiscleansweepacrossallindustryverticalsreflectsAI’stransformationfromanovelexperimenttoafoundationalforcereshapingmarketing.

BreakthroughsinmultimodalmodelslikeGPT-4.5,

Claude4,andGemini2.5,alongsideadvancements

intext-to-videotoolslikeOpenAI’sSoraandGoogle’sVeo3,enabledeeperpersonalizationandcreative

agility.Marketersaremovingbeyondtentativeexploration,embeddingAIintocorefunctions.

Dataanalysis(47%)andmarketresearch(46%)

remaindominantapplications,butcreativeuse

cases—copywriting,imagegeneration,andcreativeversioning—aregainingmomentum.Notably,websitedevelopmentsawa70%surge,drivenbyAI’sabilitytostreamlinecode,UX,anddesign.

WhenaskedwhatfactorsweremostimportanttodrivethenextphaseofCTV,marketersfirstpointedtopersonalization,citedby28%asthetopdriver

ofCTV’sfull-funnelperformance.Measuringreach,frequency,andoutcomesalsoremaincriticalpillars.

Yetchallengespersist.Fragmentationisakeypainpoint,withmorethanhalfofmarketerscitinglimitedcross-channelvisibility,fragmentedmeasurement,

anddatasilosaspersistenthurdles.

Thisreportalsocapturesaheightenedsensitivity

topoliticaladvocacytrends,whichsurged82%in

importance.Asconsumervaluesintersectwithpublicdiscourse,brandsarerecalibratingmessagingand

partnershipstoalignwithanincreasinglyvalue-drivenandvocalaudience.

Mediaocean’s2025H2MarketReportshowcasesanindustrythrivingoninnovationamidchallenges.

Marketersarebuildingintelligentsystems,leveragingCTV’sfull-funnelpotentialandAI’smaturingcreativeandanalyticalroles.As2026nears,successhinges

onagility,cross-functionalalignment,anddata-driven,measurableexperiences.Thisindustryisn’tjust

adapting—it’sshapingitsfuture.

KarstenWeide

Principal&ChiefAnalyst

WMediaResearch

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Adspendremainingresilient

Despitegrowingeconomicuncertainty,mostmarketers

plantomaintainorincreasespendacrossthemajorityof

mediachannelsinthesecondhalfof2025.Thatsaid,signsofsofteningarebeginningtoappear,with7in10media

channelsseeingariseintheshareofmarketersplanningtodecreaseinvestment.

CTVmovestothetop,with58%planningtoincreasespend—upslightlyfrom55%fromthepreviouswave.

Thismodestliftstilloutpaceseveryothermediatype,—

reflectingcontinuedconfidenceinCTV’sfull-funnelvalue.SocialPlatforms(56%)andDigitalDisplay/Video(52%)

alsoleadinplannedincreases,thoughbothsawmodestdeclinesfromearlierthisyear.

Searchsawthebiggestdrop—down22%vs.H1—likelytiedtoGenAI’simpactonhowconsumersdiscover

contentandproducts.

Traditionalmediaheldsteady,withNationalandLocalTVshowinglittlechangeinplannedinvestment.Whilenotsurging,thesechannelsmaystillofferperceived

stabilityandprovenreachamiddigitalcomplexity.

OOH/DOOHandPrintheldsteadywithlittlechange,andwhileonly25%plantoincreaseRadio/Audio,

thatstillmarksgainoverthepriorwave.

Overall,whilebudgetsaretightening,mostmarketerscontinuetomaintainorgrowspend—pointingto

caution,notcontraction.

mediaocean

Foreachmediachannelbelow,doyouexpecttoincrease,decrease,ormaintainyourspend?●IncreaseMaintainDecrease

May2025Nov2024July2024Nov2023

CTV

Socialplatforms

Digitaldisplay/Video

Search

Retailmedia

OOH/DOOH

Radio/Audio

LocalTV

NationalTV

Print

Source:Mediaocean2025H2MarketReport

Methodology:Foursurveysof3,468totalmarketingprofessionalsconductedthroughSurveyMonkeyandTechValidatebetweenNovember2023andMay2025

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Strategicpriorities:Identityand

DemandGen

WhilePerformance-DrivenPaidMedia,BrandAdvertising,andMeasurement&Attributionremainthemostcritical

capabilitiesformarketers,twoareassawnotablegainsinimportance:IdentityandDemandGeneration.

Identityjumpedmorethan41%withthesharpest

increaseinprioritizationfromthepreviouswaveof

research.Thisrenewedfocusislikelytiedtoshiftsintheprivacylandscape,includingthelimbostatusofGooglePrivacySandboxandtheindustry’scontinuedtransitiontoamulti-IDworld.Advertisersareembracingamore

flexibleidentitystrategythataccommodatesvarious

identifiers—suchasfirst-partyIDs,partnerIDs,and

probabilisticIDs—toensurecontinuityacrossplatforms,devices,andchannels.

Thedeclineofcookieshasfurtheracceleratedthisshift,

astheyarebecominglessreliableandaresubjectto

increasingprivacyregulations.Marketersarenowlookingforrobustalternativestomaintaineffectivetargeting

andmeasurement,ensuringthattheycanstillreachandengagetheiraudiencesinaprivacy-compliantmanner.

Meanwhile,DemandGenerationjumpednearly33%sinceNovember2024.Asbrandsnavigatecontinuedeconomicuncertainty,demand-genstrategiesthatfocusonbuildingandnurturingcustomerinterestovertimeareproving

essential.Advertisersareincreasinglydrawntoitsabilitytodrivescalable,measurableimpactwhiledelivering

greaterefficiencyfromlimitedbudgets.

nediaocean

Givencurrentmacroeconomicconditions,whichadvertisingcapabilitiesandmediainvestmentsaremostcritical?

●May2025

●July2024

●November2023

●November2024

Source:Mediaocean2025H2MarketReport

Methodology:Foursurveysof3,468totalmarketingprofessionalsconductedthroughSurveyMonkeyandTechValidatebetweenNovember2023andMay2025

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First-PartyDataMasteryalsocontinueditssteadyclimb,reinforcingtheneedforbrandstoowntheircustomer

relationshipsandinsightsassignallossaccelerates.

Incontrast,Privacyitselfsawthesteepestdecline,down26%,corroboratingthatmarketersmaybedeprioritizingcompliance-specificinitiativesin

favorofmoreproactive,identity-basedsolutions.

Thedatasignalsastrategicshift:marketersarealigninginvestmentstodrivelong-termbrandgrowthandperformanceamidongoing

macroeconomicheadwinds.

Topprioritybyvertical

(Percentofrespondentsineachcategorythatselectedtheitem)

Auto

CPG/FMCG

DirecttoConsumer(DTC)

Education

Entertainment

FinancialServices

Pharma/Health

QuickServiceRestaurant(QSR)

Retail

Technology

Telecommunications

Travel

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

Performance-drivenpaidmedia

Performance-drivenpaidmedia

Measurement&attributioncapabilities/Performance-drivenpaidmedia

Measurement&attribution

capabilities/Performance-drivenpaidmedia

Performance-drivenpaidmedia

Performance-drivenpaidmedia

Performance-drivenpaidmedia

Performance-drivenpaidmedia

Performance-drivenpaidmedia

Measurement&

attributioncapabilities

Performance-drivenpaidmedia

Experimental

innovationbudgets

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MarketersdoubledownonGenAI

GenerativeAIhasfirmlycementeditsplaceasthemostimportantconsumertrend,selectedby72%ofmarketersinourlatestsurvey—a15%increasefromlate2024.Everysurveyedindustryvertical

rankedGenAIasthetoptrend,markingacleansweepthatreflectsthetechnology’sgrowingroleinshapingconsumerexpectations

andmarketinginnovation.

Thismomentumcoincideswithseverallandmarkadvancements

in2025.NewmodelslikeGPT-4.5,Claude4,andGemini2.5have

introducedmultimodalcapabilitiesthatenableseamlessinteractionacrosstext,image,audio,andvideo—makingAIfeelmoreintuitive,personal,andaccessible.CompaniesarenowbuildingcustomGPTsanddeployingprivatemodelsfine-tunedtoproprietarydataand

brandvoice,drivingdeeperpersonalizationatscale.

Meanwhile,AIagentshaveevolvedtohandlecomplextasks,

integratingwithCRMs,calendars,andinternalsystemstofunctionsemi-autonomously.Onthecreativefront,GenAIisaccelerating

dynamiccreativeoptimization(DCO)bygeneratingpersonalizedadvariantsbasedonlanguage,audiencesegments,placementcontext,andmore.Breakthroughsintext-to-videotools—such

asOpenAI’sSoraandRunwayGen-3—havebroughtvideogenerationclosertoreal-worldapplications,reshaping

storytellingformodernplatforms.

Alsonotablethiswaveisthedramatic82%increaseinPolitical&AdvocacyTrendsfromthebeginningoftheyear.Fromtariffstoelectionstoshiftingeconomicpolicies,brandsarepaying

closerattentiontohowconsumervaluesintersectwithpublic

discourse.Asaudiencesbecomemorevocalandvalues-driven,marketersarereevaluatingtheirmessaging,partnerships,

andpositioningaccordingly.

mediaocean

Whatarethemostimportantconsumertrendsyou’rewatchingfor?

●July2024

●November2023

●May2025November2024

Source:Mediaocean2025H2MarketReport

Methodology:Foursurveysof3,468totalmarketingprofessionalsconductedthroughSurveyMonkeyandTechValidatebetweenNovember2023andMay2025

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nediaocean

WhileCTV/Streamingremainsakeytrendat51%,itdipped

Toptrendbyvertical

(Percentofrespondentsineachcategorythatselectedtheitem)

latterhalfof2025.

slightlyfromprevioussurveys.WhileE-CommerceEverywhere,andConsumerPrivacyallmaintainedrelevance,it’sclearthatAIandsocietalshiftsarecommandingthespotlightinthe

Auto

CPG/FMCG

DirecttoConsumer(DTC)

Education

Entertainment

FinancialServices

Pharma/Health

QuickServiceRestaurant(QSR)

Retail

Technology

Telecommunications

Travel

GenerativeAI

GenerativeAI

GenerativeAI

GenerativeAIandTikTok/socialvideo

GenerativeAI

GenerativeAI

GenerativeAI

GenerativeAIandTikTok/socialvideo

GenerativeAI

GenerativeAI

GenerativeAI

GenerativeAI

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

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GenAImatures

acrossmarketingfunctions

Marketersaremovingbeyondexperimentationwith

GenerativeAIandincorporatingitintomorestrategic

andcreativeworkflows.DataAnalysisremainsthe

mostcommonapplication,citedby47%ofrespondents,reinforcingAI’sroleindistillinginsightsfromincreasinglycomplexdatasets.Notably,MarketResearchsawa

22%increasesinceH1,nowusedby46%ofmarketers,asteamsleanonAItosynthesizecompetitiveintel,

consumerbehavior,andcampaignperformancefasterthaneverbefore.

Whileanalyticalapplicationscontinuetolead,creative

usecasesarequicklygainingground.Copywriting(34%)andImageGeneration(25%)bothtickedupward,whileCreativeVersioningmadeitsdebutinthesurveyat27%,reflectingagrowingfocusonscalingpersonalization

andstreamliningcreativeproduction.

WebsiteDevelopmentsawthelargestjump,increasingmorethan70%fromNovember2024—likelydrivenbyAI’sabilitytogenerateandoptimizecode,UXcontent,anddesignframeworks.SoftwareCodingalsorose

signalinggrowingconfidenceinAI’sabilityto

assistwithbackenddevelopmentandaccelerateengineeringworkflows.

TheseshiftssignalthatAI’sinfluenceissteadilyextendingfromback-endanalysistofront-endexperiences.When

askedabouttheanticipatedimpactoverthenext12months,31%ofrespondentsexpectmajordisruptionincreativeoptimization,while25%foreseesignificantchangeinmediaplanningandbuying.

nediaocean

HowareyouusingGenerativeAIinyourmarketing?

●May2025

●July2024

●November2023

●November2024

Source:Mediaocean2025H2MarketReport

Methodology:Foursurveysof3,468totalmarketingprofessionalsconductedthroughSurveyMonkeyandTechValidatebetweenNovember2023andMay2025

ThelattersuggeststhatalthoughAIispoisedtoplayabiggerroleindecisioning,entrenchedsystemsandworkflowsinmediabuyingwilltakelongertoevolve.

Still,asAIcapabilitiesgrow—particularlyinmultimodal

contentcreationandadaptivelearning—theabilityto

deliversmarter,faster,andmorepersonalizedcampaignsisnolongeradistantvision.It’sapresent-daypriority.

nediaocean

WhatimpactdoyoubelieveAIwillhaveoncreativeoptimizationinthenext12months?

Toosoontotell

WhatimpactdoyoubelieveAIwillhaveon

mediaplanningandbuyinginthenext12months?

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

Majordisruption

Majordisruption

Gradualchange

Gradualchange

Minimalimpact

Minimalimpact

Toosoontotell

/

Customerservice

CopywritingandDataanalysis

Dataanalysis

Marketresearch

Dataanalysis

Marketresearch

Marketresearch

DataanalysisandMarketresearch

Dataanalysis

Dataanalysis

nediaocean

TopAIusecasebyvertical

(Percentofrespondentsineachcategorythatselectedtheitem)

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

Copywriting

Dataanalysis

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Personalization

andmeasurement

leadthenextphaseofCTV

AsCTVcontinuestosolidifyitsplaceinomnichannelstrategies,marketersaredemandingmorefromthe

channel—especiallywhenitcomestopersonalization,performance,andprecision.

WhenaskedwhichaspectofCTVismostimportantfordrivingfull-funnelperformance,personalizingadswithdynamic,relevantcreativemessagesrankedhighest

at28%.Thispointstoanindustry-wideshifttowardaudience-first,data-informedstorytelling.Withmoreadvancedcreativetoolsandaccesstoreal-timedata,advertisersarelookingtotailormessagingbyviewer,moment,andscreen.

Still,performancedoesn’tstopatthecreative.

Measurementandaccountabilityremaintoppriorities,

with24%ofrespondentsemphasizingtheimportance

ofmeasuringreach,frequency,andoutcomesacrossthemediabuy.ThisalignswiththemetricsmarketersvaluemostinCTVandlivesportscampaigns—conversions

(45%)andreach(44%)leadtheway,followedcloselybyengagementtime(39%)andimpressions(38%).

Theseresultsreflectagrowingemphasisonachievingbothperformanceoutcomesandbrandimpact.

However,thepathtooptimizationisfarfromfrictionless.Fragmentationremainsapersistentchallenge,with52%ofrespondentscitinglimitedcross-channelvisibilityandanother52%highlightingalackofunifiedmeasurement.

nediaocean

WhataspectofCTVismostimportanttodrivefull-funnelperformance?

Optimizingcampaigns

andcreativesinreal-time

Personalizingads

withdynamicandrelevantcreative

messages

Drivingdirectaction withinteractionthroughinteractiveorshoppableadformats

Measuringreach,frequency,and

outcomesacrossthemediabuy

Adding incrementaluniquereach

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

Additionally,datasilosacrossplatforms(49%)makeithardertouncoverinsights,applylearnings,andcourse-correctinrealtime—perhapsexplainingwhyreal-timeoptimizationrankedlowest(9%)asacurrentCTV

priority,despiteitspotentialvalue.

Thetakeawayisclear:marketersarereadyforCTVtodelivermore,buttheecosystemmustcatchup.Seamlesscreativeversioningand

unifiedmeasurementarenolongernice-to-

haves—they’reprerequisitesforunlockingthefullvalueofCTVasaperformancechannel.

mediaocean

WhichmetricsaremostimportantwhenevaluatingCTV/livesportscampaigns?

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

Whatarethebiggestchallengesyoufacewithfrequencymanagementtoday?

Source:Mediaocean2025H2MarketReport

Methodology:Surveyof464totalmarketingprofessionalsconductedthroughSurveyMonkeyinMay2025

Lackofunifiedmeasurement

Limitedcross-channelvisibility

Datasilosacrossplatforms

Overlappingaudiences

Difficultysettingfrequencycaps

Conversions(sitevisits,purchases,signups,etc.)

Reach

Engagementtime

Impressions

Completionrates

Frequency

Liftstudies

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Conclusion

Asweheadintothebackhalfof2025,marketersarebalancingshort-termperformancewithlong-termresilience.FrommaturingAIstrategiesto

CTVinnovation,theyearisshapinguptobeoneofaccelerationandrecalibration.

Despiteeconomiccaution,marketersare

reallocating,notretreating.Investmentsare

shiftingtowarddata-drivenstrategies,dynamic

creative,andmeasurablemedialikeCTVanddigitalvideo.Thefocusislessonspendingmoreandmoreonspendingsmarter—withautomation,AI,and

identitysolutionspoweringthatefficiency.

Demandgenerationandfirst-partydatastrategiesarerisingfast,reflectingashifttowardscalable,

long-termimpactamideconomicuncertainty.

Meanwhile,identitysawthesharpestincrease,

fueledbythedeprecationofthird-partysignals

andtheendofGoogle’sPrivacySandbox,making

cross-platformIDstrategiesmoreessentialthanever.

GenerativeAIremainsthemostimportant

consumertrend,withadvancesinmultimodal

toolsandintelligentagentsreshapingconsumerexpectations.Meanwhile,politicalandadvocacytrendsaresharplyrising—forcingbrandstotuneintocultural,regulatory,andeconomicsignals

morecloselythanever.

Marketersaregoingbeyondexperimentation,embeddingAIintocoremarketingfunctions.

Marketresearchandwebsitedevelopment

sawmajorupticks,whilecreativeoptimizationispoisedfordisruptionthroughAI-drivencopy,imagery,andversioning.Whilemediaplanningsystemsmaylag,thegroundworkforAI

transformationisclearlyunderway.

CTVhasevolvedintoatruefull-funnelchannel,

withmarketersprioritizingdynamicpersonalizationandaccountablemeasurement.Butchallenges

remain—particularlyduetofragmentation.Thenextphasewilldependonbettercross-platformvisibilityandconnectedtoolsthatturninsightsintoaction.

Aswemovetowardthecloseof2025and2026

comesintoview,marketerswillfaceaninflectionpoint.TheretirementoflegacyIDs,growingexpectations

forpersonalizedexperiences,andrapidAIevolution

willrequireagility,investment,andcross-functional

alignment.Thebrandsthatsucceedwon’tjustreact—they’llproactivelyarchitectmarketingsystemsthat

areintelligent,connected,andfuture-ready.

Methodology

Thissurveywasconductedvia

SurveyMonkeyinMay2025and

containsdatafrom464respondentsrepresentingbrands,agencies,mediacompanies,measurementfirms,techplatforms,andothermarketing

industryconstituents.

Note:Valuesshowningraphs

areroundedtothenearestwholenumber;allpercentagechangesnotedinthebodycopyarebasedonactualunroundeddata.

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Afterword

Marketersarelivinginthoseproverbialinterestingtimes.TarifftraumaandwildWallStreetgyrationshaveraisedconcernsabouttheeconomy.But

accordingtoMediaocean’s2025H2MarketReport,conditionsintheadvertisingmarketaren’tasbadasmighthavebeenfeared.

Thatdoesn’tmeanthatmarketersshouldn’tkeep

theirheadsonaswivel.Therapiddevelopment

ofartificialintelligenceanditsintegrationintoall

things,especiallyallthingsadvertisingrelated,

requiresnewlevelsofalertness,curiosity,and

caution.YoumustlearntouseAIbeforeAIusesyou.

AccordingtothisH2MarketReport,mostmarketersplantospendatleastasmuchastheyspentlast

yeartoadvertiseonthemajorityofmediachannels.Themediummostoftenticketedforincreased

spendingwasconnectedTV(CTV).CTVwas

followedbysocial,digitaldisplay/video,search,

andretailmedia.(Thepercentageofrespondents

predictingincreasesforsomeofthesewassmaller

thaninMediaocean’sprevioussurvey.Search,whichhasbeenunderminedbyAI,wasdownthemost.)

Thereportnotesthatevenasitgrowsinpopularity,marketersaredemandingmorefromCTVintermsofpersonalization,performance,andprecision.

Mostoftenmentionedamongthemediachannels

facingcutbacksweretraditional,mainlyanalog

(shallwejustcomeoutandsayoldfashioned?)

channels.Thatsuresoundslikemorebadnews

forprint,nationalTV,andlocalTV.But,surprisingly,thesmallnumberofpeopleplanningtoincrease

spendingonanalogchannelsishigherinsomecasesthaninprevioussurveys.Soitcould

havebeenworse.

Theincreasedspendingondigitalmediamakessensewhenyoulookatthelistofstrategyprioritiesmarketerscited,giventheworrisomemacroeconomicconditions.

Thetopprioritywasperformance-drivenpaidmedia,somethingforwhichmarketersmainlyrelyondigital.

No.2was