In a world where consumers are flooded with messaging, the future isn't about simply reaching a mass audience-it’s about earning their attention through precision, intelligence, and relevance. This pivotal shift is already fueling a market projected to grow at a CAGR of 10.61% over the next five years, driven by the synergy of unified data, artificial intelligence, and contextual creativity.
After two decades in this business, I have watched the advertising industry reinvent itself over and over again. From the days when four television channels and glossy magazines dominated to the explosion of digital platforms and endless scrolling feeds, one truth has remained constant: brands need to capture human attention.
NEW YORK, NY – September 16, 2025 – Teads, the omnichannel outcomes platform for the Open Internet, and MMA Global, the marketing trade association dedicated to architecting the future of marketing, today announced the findings of their "2025 State of Video and CTV Report." The new report examines the evolving role of video, its challenges, and its place in an omnichannel marketing strategy.
Based on insights from over 100 senior marketers at leading brands and agencies, The State of Video & CTV study finds that video is now at the heart of the marketing mix. An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel. While budgets for both brand storytelling and performance are on the rise, marketers face significant challenges in proving video's value across a fragmented landscape.
Creative is more crucial than ever, according to 8 out of 10 marketers, but what drives creative effectiveness, and can AI help boost it? That's the #1 question for most marketers today, and that is what MMA Global, Kellanova, and VidMob set out to unlock with their research.
A special MarTech, Data & CX Council-exclusive MMA India Café brought together leaders from McDonald’s, Google Cloud, Federal Bank, Exotel, WebEngage, AkzoNobel, TransUnion, Tata Communications and more. Outcome: the most actionable CX shift - where real-time signals, prescriptive analytics and “human-in-the-loop” design move CX from a score to a company-wide culture.
My team has really appreciated all the information sharing. We just wrapped up an NPS survey for the teams, and people actually-mentioned access to MMA live streams or recordings of the different Think Tanks and events as something that was a positive change in our overall education and LFD strategy.”
What MMA does matters a lot. They create communities, help share knowledge and give movement to trends that are important to know. We feel less lonely in these roles we have thanks to the connections they facilitate.”
MMA has an impressive collection of forward-thinkers focused on building for the future. It's a joy to be a part of that group and doing meaningful work as an industry.”
The MMA is the perfect trifecta of gathering the best thought leaders across the entire ecosystem; to tackle the biggest issues our industry faces and driving measurable results.”
