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As of March 2025, approximately ** percent of marketers surveyed worldwide reported plans to increase their budgets for social media advertising by over 50 percent during the 12 months following the survey. Online/mobile video followed, chosen by ** percent of respondents.

Online video's golden age

While social media remains a top trend among marketers worldwide, it ranked in another study, carried out in late 2025. Connected TV (CTV) was the only online ad channel whose planned budget increase surpassed ** percent of the net share. That stresses the relevance of the video format across multiple digital platforms.

Traditional media's hero goes digital

Once offline media's sole hope, out-of-home (OOH) media is going through a more intense digitization process. Yet, as of late 2025, it was the offline medium forecast to experience the lowest decrease in spending in 2025, still setting itself apart from legacy media like linear TV, radio, and print. OOH advertising worldwide has increasingly shifted to digital solutions, known as DOOH. Connected billboards and outdoor displays allow advertisers and creatives to explore multiple environments and feature brands in evermore specific contexts