<ul><li>Marketers are expected to pull back on traditional media and increase investment in CTV advertising, particularly at the local level.</li><li>In 2025, Winterberry analysts predict a 6.1% increase in ad and marketing spending, with CTV advertising being a major driver.</li><li>Offline media is projected to decline by 5.5% compared to the previous year's spending, while digital marketing will achieve a 12.3% growth rate.</li><li>Marketers are increasingly relying on generative AI to assist with content generation and using AI-driven insights to enhance content creation.</li></ul>

CTV Advertising: When Will It Soar Over Linear TV?

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