2025 Advertising Media Spending Trends Shaping Advertising Strategies

As the advertising landscape evolves the results of a July 2024 survey of 3500 media planners buyers and influencers highlight the dramatic shifts redefining budget priorities for 2025 The rise of connected TV CTV datacentric strategies and innovative channels like gaming and retail media signals a pivotal moment for agencies and advertisers While nonlegacy media categories surge in importance traditional formats such as linear TV and print continue to decline presenting both challenges and opportunities for marketers This report provides a comprehensive analysis of these trends offering actionable insights to help industry professionals navigate a future shaped by technological innovation audience fragmentation and the quest for measurable impactThe report provides a comprehensive look at the shifting priorities and budget allocations for media and advertising categories heading into 2025 The insights highlight a clear distinction between quotnonlegacyquot media categories experiencing growth and quotlegacyquot media categories facing continued declines This data is critical for shaping planning strategies optimizing resource allocation and leveraging trends for competitive advantageKey Insights and ContextNonLegacy Media Categories Driving Growth The survey results underline the dominance of nonlegacy media categories in budget increases particularly those connected to streaming datadriven decisionmaking and digitalfirst strategies Categories such as CTVStreamingOTT Video 1st Party DataBased Decisions and Influencer Media are projected to see significant growth in 2025CTVStreamingOTT Video The standout category with 24 of respondents indicating a significant budget increase and an additional 51 reporting moderate growth This reflects the ongoing migration of audiences from traditional linear channels to streaming platforms For planners this means prioritizing partnerships with premium OTT providers and leveraging advanced targeting capabilities to maximize ROI1st Party DataBased Decisions With 21 significant and 43 moderate growth this category showcases the shift toward privacycentric datadriven marketing Agencies must enhance their data infrastructure to capture and utilize actionable insightsInfluencer Media A combined 63 increase reflects the continued reliance on social media influencers as key drivers of brand awareness and engagement Advertisers should consider diversifying influencer partnerships to encompass micro and niche influencersLegacy Media Categories Declining Traditional media categories such as Linear Broadcast Linear Cable TV and Print are projected to experience steep declines with doubledigit percentages reporting decreases in budget allocationLinear Cable TV 43 of respondents noted some budget decline while 15 reported a significant decrease This mirrors audience fragmentation and the rise of ondemand viewing Agencies should explore programmatic buying to retain value in these categoriesEditorialPrint Originated Content With only 1 reporting significant growth and 26 anticipating significant declines print media continues its downward trajectory For planners this implies reallocating print budgets to digital channels while leveraging print selectively for highimpact campaignsLinear Broadcast TV Linear Broadcast TV a traditional mainstay of advertising continues to face declines in budget allocation as audiences migrate to streaming and digital platforms 32 of respondents indicated stable budgets for this category reflecting its continued relevance in reaching older demographics and regional markets 44 of respondents report budget decreases with another 13 seeing significant declines These trends highlight the need for advertisers to justify broadcast investments through highly targeted campaigns that leverage its mass reach and live programming appeal eg sports award showsAudioRadio Audio and radio remain a stable media category benefiting from their accessibility and adaptability in digital formats eg podcasts streaming audio services 41 of respondents indicated budgets will remain stable reflecting consistent listener engagement 24 expect some budget growth driven by the rising popularity of audio streaming and programmatic audio 29 report reductions in spending particularly for terrestrial radio which continues to lose market share to digital audio platformsDigital Display Digital Display a mature category shows a mix of stability and decline as advertisers increasingly favor video and programmatic options 50 of respondents indicate budgets will remain steady 21 of respondents anticipate decreases signaling the need to reevaluate static displayamp8217s ROI compared to more engaging formats like videoStable and Emerging Media Categories and Opportunities The data also reveals opportunities in innovation and emerging areasGaming Metaverse and eSports Despite being niche these categories are seeing strong growth potential with 10 reporting significant and 41 reporting moderate increases These areas cater to younger demographics and offer immersive engagement opportunitiesRetail and Commerce Media With 23 indicating significant growth this category reflects the blend of ecommerce and advertising particularly in shoppable media formatsAdvancedAddressable TV Although categorized as nonlegacy this segment shows slower growth compared to other digitalfirst media Planners should focus on its precision targeting capabilities to justify continued investmentSponsorshipsBranded Content This category remains stable supported by its ability to create deep authentic connections with audiences 33 of respondents indicate some growth driven by increased demand for custom content solutions 47 of budgets remain stable showing its steady relevanceGaming Metaverse and eSports This emerging category offers unique opportunities to engage younger techsavvy audiences in highly immersive environments 10 reported significant budget increases with another 41 indicating moderate growth These increases highlight the growing importance of gaming and virtual environments as new frontiers for brand storytellingOutofHome OOH and PlaceBased Media While OOH media faces challenges from the shift to digital it remains a relevant category for localized and impactful advertising 47 of respondents report steady budgets 28 of respondents anticipate decreases as advertisers prioritize digital formatsInnovation and AdvancedAddressable TV These forwardlooking categories reflect the industry39s focus on precise targeting and technologydriven engagement 13 significant and 41 moderate increases underscoring the importance of cuttingedge approaches 13 significant and 42 moderate increases driven by its ability to combine TVamp8217s reach with digitalamp8217s precisionRetail and Commerce Media This category sees robust growth as the lines between ecommerce and advertising blur 23 report significant increases with 36 indicating moderate growth Focus on shoppable media and retail partnerships that integrate directly into the consumer purchase journeyOverall Conclusions and RecommendationsThe 2025 forecasts highlight a dynamic shift toward digitalfirst and datadriven advertising strategies with growth concentrated in categories that enable personalized and measurable campaigns Legacy media categories while declining still offer strategic value when used selectivelySOURCE The Myers Report Survey of 3500 agency and advertiser professionals engaged in media planning and buying July 2024 Content amp169 Copyright 2024 The Myers ReportInvestment PrioritiesPrioritize digital video CTV and influencer media for broadbased growthExperiment with gaming metaverse and innovation categories to futureproof strategiesAdaptation StrategiesDevelop hybrid campaigns that integrate linear and digital formats to maximize audience reachLeverage programmatic tools to enhance efficiency and ROI across media channelsFuture Planning NeedsInvest in technology and talent to harness the full potential of advanced targeting and analyticsAlign creative and media strategies to ensure consistency and impact across platformsBy strategically aligning budget allocations with these trends media and advertising professionals can effectively navigate the challenges of 2025 and beyond positioning themselves as leaders in a rapidly evolving marketplace Let me know if youamp8217d like further refinements or additional analysisStrategic Implications for 2025 PlanningShift Budgets Toward Growth Areas Advertisers must align budget allocations with the growth trends in CTV datadriven decisions and influencer media Investing in scalable tools and platforms for these categories will be crucialOptimize Legacy Media Investments While legacy categories are declining they still hold value for specific audiences Agencies should adopt programmatic strategies for linear TV and focus on premium placements in declining categories to maximize returnsLinear BroadcastPlanners should focus on leveraging Linear Broadcast TV for events that deliver guaranteed high viewership while gradually transitioning ad dollars toward digital video and CTV platforms for younger demographicsProgrammatic AudioAdvertisers should prioritize programmatic audio platforms and podcast sponsorships which allow for precise audience targeting Radio budgets should focus on formats that align with mobile and onthego audiencesLeverage Emerging Media Innovation categories like gaming metaverse and eSports offer untapped potential for connecting with younger techsavvy audiences Agencies should experiment with immersive campaigns and partnerships in these areas1st Party Data on the Rise The emphasis on 1st Party DataBased Decisions signals a need for enhanced data collection analytics and deployment Investing in data privacy and compliance measures will be essential to build consumer trustBalance Creativity and Efficiency As automation continues to shape media planning and buying maintaining a balance between creative innovation and costefficiency will be pivotal Agencies must foster a culture of ondemand creativity supported by datadriven insightsDigital Display AdvertisingAdvertisers should focus on optimizing display budgets for performancedriven campaigns such as retargeting while shifting creative resources toward dynamic and interactive ad formatsSponsorships and Branded ContentFocus on creating highly tailored sponsorships and branded content that align with brand values and resonate across platforms especially within highgrowth digital and social media channelsStrategic RecommendationsLeverage programmatic OOH and digital billboards to enhance targeting capabilities and integrate these placements into omnichannel campaignsStrategic RecommendationsPlanners should continue to explore emerging technologies that enable datadriven advertising including AIpowered targeting and measurement toolsStrategic RecommendationsPlanners should continue to explore emerging technologies that enable datadriven advertising including AIpowered targeting and measurement toolsamp160

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