Mr Branding: 68% to Increase Social Spend in 2025, 63% Say GenAI Will Shape Consumer Behavior

Monday, April 7, 2025

68% to Increase Social Spend in 2025, 63% Say GenAI Will Shape Consumer Behavior

According to a recent report by MediaOcean based on a survey of 688 marketers, social media and digital display/video are the top media channels on which marketers want to increase their spend this year. 68% of the respondents say that they are going to increase their spend on social media in 2025 while 67% said that they are going to increase their spend on digital display/video in 2025. Digital marketers are also going to spend more on CTV (67%), Search (54%) and Retail Media (37%) in 2025.

When the marketers were asked what are the most important consumer trends going forward in 2025, 63% answered generative AI, 56% said connected TV/streaming and 51% answered TikTok/social video. 62% of the respondents said that performance driven paid media is an important advertising capability and media investment in current macroeconomic conditions, followed by 50% who said measurement and attribution capabilities and 45% who said brand advertising.

Marketers were also asked how they used generative AI in marketing and they responded with data analysis (47%), market research (38%) and copywriting (32%). The largest areas of concerns marketers are facing in media and marketing initiatives are decline in ability to measure campaign effectiveness on tech platforms and open web (45%), consumer ad avoidance/ad blindness (41%) and poor ability to manage reach and frequency across CTV and digital channels.