1、A Snapshot into U.S.Ad Spend,Opportunities,and Strategies for Growth January 20252025 Outlook StudyForeword3Key Insights42025 Ad Spend Outlook5Investment Goals10Challenges&Growth Strategies14Using Gen AI for Planning&Activation18Video Streaming:Excitement&Concerns22Appendix:Methodology&About IAB25Co

2、ntents23 3The 2025 Outlook Study captures the latest perspectives from buy-side decision-makers at brands and agencies on projected U.S.ad spend,emerging opportunities,and key challenges for the year ahead.The report provides 2025 ad spend projections for the market overall and at the channel level,

3、while addressing critical topics including cross-platform measurement,generative AI adoption,and performance-focused investment.It surfaces key shifts in priorities and strategies,enabling stakeholders to refine their approaches based on current market realities.With these insights,the ad industry c

4、an strategically prepare for 2025,benchmark their performance,and identify new opportunities to navigate todays rapidly evolving advertising ecosystem.Foreword401Ad spend will continue to grow in 2025(+7.3%YoY)but will be slower than 2024s cyclical event-driven surge(+11.8%).Key Insights 02Led by do

5、uble-digit growth in CTV,social media,and retail media,all digital channels will post growth this year.Linear TV will dip sharply YoY due to the absence of cyclical events.03Amid product inflation,ad ecosystem fragmentation,and measurement challenges,buyers are prioritizing customer acquisition and

6、cross-platform solutions along with optimizing R/F and MMM tactics.04Despite the nascency of certain applications,80%of buyers are using or exploring Gen AI tools for media planning and activation.05Within the video streaming ecosystem,buyers are most bullish regarding its evolution and growth while