Digital marketing methods are adapting alongside emerging and developing technologies, according to Mediaocean’s H2 market report for 2025, with methods and technology considered experimental at the beginning of this year who obtained strings consolidated for the arches of marketing experts.
The survey is based on the responses of over 500 marketing professionals that the company has contacted and is the eighth publication of Mediaocean in its series of biennial research.
The largest and most powerful trends in the sector in the last six months, says Mediaocean, are Ai, CTV and Identity, with almost three quarters of marketing experts interviewed, citing the IA as a priority. The current uses for technology focus on creativity, copywriting, media planning, data analysis and campaign optimization.
Identity remains a basic pillar for marketing experts, led in part by the apparent decline in the use of cookies, as well as an increase in multimedia channels available for the countryside. Blocking the profiles of elusive customers tends to involve a mixture of first and third part data and “proxalistic approaches”, show the results of the survey.
As part of the activities that increase attention to personalization, cultural and political sensitivity have been considered increasingly important by the marketing experts who responded to Mediaocean. The brands are becoming aware of the fact that their communications intersect more and more with political and defense issues, which need more detailed and nuanced messages to reach a different audience, messages that must change quickly according to events.
While companies examine and allocate their budgets, Connected TV (CTV) seems destined to benefit more than the spending of marketing experts. CTV is the positioning of announcements on streaming platforms and thanks to both the multiplicity of providers and the best users’ identification metrics from issuers, companies can now focus more on the precise targeting and on the performance of individual announcements, rather than on a “spray and pray” approach that is simply concentrated at hand.
Privacy concerns have slipped into the list of what marketing experts consider important, with the survey that suggests that marketing experts could “depreciate specific initiatives for compliance in favor of more proactive identity solutions”.
Research advertising expenditure has decreased by 22% from H1, says Mediaocean, since the AI results continue to replace the “traditional” SERP pages, with marketing experts who now undertake a wider optimization than pure keywords and to the arrival-on-thethary connection activities the Angolar SEO stones.
The optimization of the content for the IA can be highly technical, with the necessary processes that do not include the mandate of the marketing function: moving javascript rendering on the server side, instead of in browsers, means re-coating online platforms, for example.
Despite the decline in research budgets, the overall marketing expenditure seems to hold up, says Mediaocean, with the companies that reall the funds from research to different channels and methods.
The principal and the main W media Research analyst, Karsten Weide, says that “marketing experts are meeting the change with a mixture of resilience and reinvention”. Arron Goldman of Mediaocean states that technologies and methods such as Ai, CTV and Multi-Id Strategies have gone beyond an experimental phase for marketing experts and provides that success in marketing by the end of the year will depend on “how brands align their technology, data and creativity”.
A primary technological challenge in digital marketing continues to be the unification of the sources of data from disparate platforms, a technical problem and based on technologies based on technologies and the popularity of the channel change quickly compared to the speed with which the data aggregation technology can be created and put into production.
Mediaocean organizes a webinar on July 29 to discuss its H2 market relationship, with IAB inputs, Weide and Lafayette Media.
(Image source: “Errors have been made: Evolution (hmm!)” By Lindakowen is authorized in CC by-NC-SA 2.0.)
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