Industry Newsgenerative aiad techmediaoceancross channel orchestration
Marketers Confront AI Execution Gap Blocking Campaign Activation
8.1
Mediaocean’s ninth Advertising Outlook Report, based on November 2025 surveys of more than 6,100 marketers, agencies and tech providers, finds 70% cite generative AI influence and 63% plan rises in CTV spending. The report highlights a major execution gap—only 10% have fully unified ad tech stacks, with AI usage falling from 43% in analysis to 19% in campaign orchestration—urging orchestration to enable activation.
Key Points
- 1Report finds 70% cite generative AI influence; 63% plan increased CTV and digital video spend.
- 2Only 10% have unified ad tech stacks, causing insights to stall between analysis and activation.
- 3Prioritize cross-channel orchestration and data connectivity to convert AI analysis into scalable campaign optimization.
Scoring Rationale
Robust, large-scale industry survey offering actionable orchestration guidance; limited novelty beyond confirming persistent ad-tech fragmentation.
Sources
Public references used for this report.
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