NEW YORK – Social video ad spending has overtaken linear television for the first time in 2025, marking a “seismic shift” in the media landscape, said Kelly Chiricotti, senior vice president of Publicis Groupe’s Spark Foundry.
Speaking during the IAB NewFronts, Chiricotti said the rise of creator-driven, short-form video content has permanently altered consumer behavior and advertising strategy.
“We’re at an inflection point,” she said in this interview with Beet.TV contributor David Kaplan. “In just a few years, social video will outpace both connected TV (CTV) and linear combined.”
Chiricotti outlined three major transformations shaping the digital ecosystem: the dominance of social video, the maturation of the social media user base — with 90% penetration in the U.S. — and the end of rapid time-spent growth, signaling a plateau.
“Now, platforms have to evolve faster to keep users engaged and keep ad dollars flowing,” she said.
To remain competitive, platforms must deliver innovation, she added, including more immersive ad formats and stronger collaborations between creators and brands.
“It’s all about human connection, authenticity and experiences that merge entertainment with engagement,” Chiricotti noted, pointing to trends like AR-powered ads and shoppable videos.
Breakfast of champions
She emphasized that “live” content now extends beyond traditional broadcasts, with users increasingly turning to social platforms for behind-the-scenes access.
“People want to know what an athlete eats for breakfast,” she said. “That’s the kind of exclusive, humanized content that only social can offer.”
When it comes to measuring success, Chiricotti called for a move beyond “obsession with impressions” toward true engagement and real-time feedback. She also stressed the importance of creating platform-native content and transitioning the industry’s mindset from brand safety to brand suitability.
“As consumers move fluidly between screens, advertisers need flexibility and tools that unify data and provide transparency,” Chiricotti said. She added that AI will be key in accelerating personalization, creative production, and campaign optimization.
“AI isn’t replacing the marketer,” she said. “It’s supercharging their capabilities.”
With these changes in play, Chiricotti argued, NewFronts remains a critical forum for brands and platforms to align strategies and keep pace with the rapidly evolving digital video environment.
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