The advertising industry in the past 48 hours has seen accelerated shifts, with digital video advertising continuing to outpace other formats. New data from the IAB shows US digital video ad spend rose 18 percent year over year in 2024, reaching 64 billion dollars, and is expected to climb to 72 billion in 2025. Nearly 86 percent of video ad buyers are integrating generative AI into creative processes, marking a decisive move towards automation and personalization. Connected TV and social video are now the top channels for ad buyers, and almost half of connected TV ad space is becoming biddable, signaling increased competition and real-time buying opportunities. Streaming content quality is now a top concern, but advertisers are quick to withdraw support from platforms that fail to deliver results.

Major deals continue reshaping the landscape. Uptempo’s acquisition of OptiMine was announced yesterday, strengthening marketing performance measurement. On a global stage, Paramount and Skydance are finalizing their high-profile merger, reflecting further consolidation among industry giants. In in-flight advertising, United Airlines this week launched a partnership with Apple TV Plus, making select shows available for free to passengers—an indicator of airlines leveraging premium content to create new revenue streams through targeted brand messaging.

Consumer engagement is increasingly driven by live, immersive experiences. Recent brand activations at events like Lollapalooza and Comic-Con saw major brands such as Venmo, Ulta, and Hulu use in-person interactions and AI-fueled insights to drive awareness. Meanwhile, the outdoor advertising segment, especially digital out-of-home formats, continues to draw marketers with experiential campaigns and technical innovation.

Industry leaders are focusing on innovation, with widespread use of AI for creative ideation and campaign measurement. Advertising Week Europe’s organizers report a focus on purpose-driven marketing and cross-media strategies as top themes among more than 7,000 attendees.

Compared to previous months, the current market shows a clear trend toward programmatic, data-driven, and personalized advertising. However, the premium on content quality and accountability has led to higher expectations and new performance benchmarks. No major new regulations have surfaced, but the evolving privacy landscape continues to pressure brands to adapt targeting strategies quickly. All signs point to an industry that is not only rebounding from recent economic uncertainties but is also moving decisively towards data-driven creativity and innovation.

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This content was created in partnership and with the help of Artificial Intelligence AI