"This report clearly shows that budgets are being focused at points where consumers, commerce and video converge - where advertisers can leverage the power of sight, sound, and motion and consumers can engage and transact," said IAB CEO David Cohen in a release.
Performance-driven media and measurement and attribution capabilities are top priorities for advertisers, with 62% of marketers emphasizing the importance of performance-driven paid media in their plans.
Retail media networks (up 15.6% year-over-year) CTV (+13.8%) and social media (+11.9%) all expect double-digit growth according to the IAB's 2025 forecast.
The adoption of genAI tools for media planning is growing, with 42% of marketers currently using this technology and 36% exploring its capabilities.
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