IAB’s 2025 Outlook Study

The 2025 IAB Outlook Study highlights a rapidly evolving advertising ecosystem, offering pivotal insights for pharma media professionals navigating this complex landscape. From rising ad spend to advanced targeting capabilities, the report underscores critical opportunities and challenges that will shape the year ahead. Here’s how these trends can be applied within the pharma media sphere.

1. Ad Spend Growth: Focus Shifts to Digital

While 2024’s double-digit ad spend surge was driven by cyclical events like elections and the Olympics, 2025’s growth is expected to moderate at 7.3%. Digital channels—especially Connected TV (CTV), social media, and retail media—are predicted to grow substantially, reinforcing their dominance in ad spend share.

• Pharma Implications: With healthcare-related content thriving in CTV and social media, pharma brands should capitalize on these platforms’ advanced personalization and measurement tools to drive meaningful connections with patients and caregivers.

2. Generative AI: A Game-Changer for Precision Planning

Generative AI is rapidly transforming media planning, with 80% of buyers either using or exploring these tools. Key applications include optimizing workflows, enhancing creative production, and refining targeting strategies.

• Pharma Implications: AI can streamline the creation of targeted campaigns tailored to specific patient demographics or conditions, while ensuring compliance through automated checks. Optimize media planning and...