蘑菇AV

Time spent with digital media via CTV will match time spent with traditional linear TV by next year. Time spent with CTV will grow 6.9% this year, reaching 2:29 per day. CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of OTT streaming, digital pay TV, digital audio, and other apps accessed via a CTV鈥攈as risen rapidly in recent years.

The news: Marketing teams are rapidly integrating AI tools into search engine optimization (SEO) workflows. A vast majority (86%) of US SEO professionals and digital marketers use ChatGPT alongside traditional platforms like Ahrefs (64%) and Semrush (56%), per a Databox survey to understand how generative AI (genAI) is changing their work in 2025. Our take: As shifts from traditional search to AI chatbots continue to alter the marketing landscape, CMOs need to maintain a balanced approach to AI integration while preserving traditional SEO foundations. Combining AI鈥檚 efficiency with human oversight is key to ensure brand control while exploring emerging search and SEO opportunities.

Digital banks lead in attracting Gen Z, with 54% preferring non-traditional providers for real-time payouts and aligned social values. However, traditional banks are adapting. They're boosting digital capabilities, like Truist's mobile ID verification, and personalizing experiences, such as U.S. Bank's targeted social media marketing and immediate rewards. Traditional FIs leverage existing strengths, emphasizing low fees and an omnichannel approach that blends digital convenience with in-person options. Winning Gen Z requires a strategic mix of digital excellence, relevant marketing that resonates, and human-centric personalization, delivering tailored and empowering financial interactions for long-term loyalty.

鈥淭his creates a potential new monetization surface with higher CPCs and ROI, since placements in AI-generated answers could be more contextually relevant than traditional paid search.鈥�. Ad inventory on Google will likely decline, but placements will become more effective, said Karandikar.

The news: Sens. Bernie Sanders (I-VT) and Angus King (I-ME) have introduced a bill, The End Prescription Drug Ads Now Act, that would prohibit D2C prescription drug advertising on television, radio, print, digital platforms, and social media. Our take: Despite disdain for drug commercials among consumers and lawmakers, pharma marketers shouldn鈥檛 sound the alarm just yet.

Direct-to-consumer (D2C) brands like Eyebuydirect are overcoming traditional barriers in high-consideration purchase categories like eyewear.

Yet, traditional linear TV still receives the majority of ad spending, with 67.5% of total TV ad budgets going towards the channel, according to a November 2024 forecast from 蘑菇AV. What it means: After decades of benefiting from linear TV's direct line into US households, marketers have been slower to explore CTV channels, even as the streaming service space nears saturation.

The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD鈥檚 movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD鈥檚 move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.

Our take: Nubank could shift its headquarters to the UK, per Forbes, which suggests the market still holds strategic appeal for fintechs and digital-first banks looking to expand globally.

And for the first time this year, time spent with CTV is projected to outpace time spent with traditional TV鈥攊ndicating that CTV provides an increasingly lucrative opportunity for advertisers to reach target audiences. Yes, but: While CTV will likely continue to outpace traditional TV, there are challenges with the format.

The news: Meta is planning another VR headset, codenamed Loma, to compete with Apple鈥檚 beleaguered Vision Pro, per The Wall Street Journal. The product will look similar to its Ray-Ban Meta Smart Glasses鈥攔ather than a traditional headset goggles design鈥攁nd feature higher-fidelity video than the Quest line of headsets. Meta is offering millions of dollars to Disney, A24, and others for exclusive IP-based gaming content to avoid the Vision Pro鈥檚 pitfall of lacking compelling content. Our take: Meta鈥檚 renewed headset push shows the company is learning from past missteps, but success will hinge on whether Loma can offer must-have experiences at a justifiable price.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

Amazon is betting that streaming鈥檚 future lies not in replicating traditional TV鈥檚 broad reach, but in offering the precision and accountability that traditional media cannot match. By addressing the streaming industry鈥檚 transparency problem, Amazon positions itself to capture traditional TV budgets from advertisers who may have been more hesitant to migrate to digital.

Remittances represent a large share of global payments and will keep growing鈥攁lthough at a flat rate. Traditional money transfer organizations have to fight harder for a share of the prize as digital-only entrants have stepped up the competition.