IAB – Outlook Study, Jan 2025

The report by IAB "Outlook Study" explores the projected growth and trends in ad spend for 2025. Ad spend is expected to grow by 7.3% in 2025, a slower pace compared to the 11.8% growth in 2024 driven by major events like the Presidential Election and Summer Olympics. The report highlights double-digit growth in digital channels such as CTV, social media, and retail media. Key challenges include product inflation, ecosystem fragmentation, and measurement issues, with a focus on customer acquisition and cross-platform solutions. Despite concerns, 80% of media buyers are exploring Gen AI tools for media planning. Linear TV is projected to decline due to the absence of major cyclical events.