Leaning Into CTV Advertising: What the Latest Data Says

We've reported any number of times on the growth of CTV advertising?as it continues to steal marketshare from traditional linear, but is CTV still the golden child? Mediaocean's 2025 Advertising Outlook Report?suggests the balance is shifting, as 68% of 688 marketing professionals surveyed say they expect to increase their spend on social in the first half of 2025, compared to 67% for digital video/digital display and only 55% for CTV.