As the marketing landscape evolves, 2025 is set to witness significant transformations driven by technological advancements and shifting user behaviours. Marketing Week has outlined seven pivotal trends anticipated to shape this terrain, reflecting the ongoing adaptation of brands in response to technological innovations and regulatory changes.
The first trend centres on the evolving nature of search and its integration with artificial intelligence (AI). GroupM's “2024 This Year Next Year” report forecasts a 7.8% growth for search engines like Google, Baidu, Bing, and Naver in 2025, a decrease from the 10.1% growth anticipated for 2024. Driven by AI developments, such as Google's new summaries in search results and the rise of competitors like ChatGPT, brands are compelled to reconsider their digital content strategies. Kate Scott-Dawkins, GroupM’s global president of business intelligence, stated, "Agentic AI is something that is coming and that marketers should be preparing for in 2025.” She emphasised that brands must enhance their visibility and distinctiveness within AI-driven searches, especially given that visual searches have surged to nearly 20 billion monthly via Google Lens.
In parallel, social media governance is expected to tighten significantly. Ad expenditure in social media is projected to reach $247.3 billion in 2024, marking a substantial increase. However, an impending crackdown, particularly in countries like Australia—where a ban on social media for under-16s is set to be enforced—will compel marketers to reallocate budgets towards more traditional or regulated media channels. Furthermore, as Vera Sidlova of Kantar pointed out, the effectiveness of social media advertising is declining across all demographics, indicating a broader disenchantment with these platforms.
Cross-media measurement is another critical area poised for enhancement. After successful trials in 2024, ISBA's cross-media measurement tool, Origin, will begin wider deployment to help advertisers evaluate campaign effectiveness across various platforms. This comes alongside initiatives by channel providers such as Channel 4, Sky, and ITV to establish collaborative measurement panels, aiming to quantify the influence of TV on digital engagement and sales.
The rise of advertising-based video on demand (AVoD) services signals a shift in streaming media strategies. With a noticeable preference for ad-supported content, industry experts predict sustained growth in this model. Kantar's findings indicate that while subscribers decline, viewers increasingly demand tailored ad experiences, pushing platforms to enhance their advertising metrics and engagement strategies.
Another significant aspect to be aware of is the growth of retail media. With global retail media revenues projected to surpass traditional TV ad revenues, advertisers face challenges surrounding transparency in measurement and reporting. Barry Thomas from Kantar noted the need for greater clarity regarding the effectiveness of retail media networks in driving brand value and equity.
As media strategists navigate the complexities of programmatic advertising, they will find themselves at the forefront of a larger movement towards more transparent practices. The Association of National Advertisers has initiated efforts to improve visibility in programmatic media purchasing, responding to marketers' calls for greater accountability within supply chains.
Lastly, the reconfiguration of TV advertising investment strategies emerges as a crucial focus. According to GroupM, while linear TV is on a slow decline, hybrid consumption patterns necessitate that marketers embrace a unified approach to address the fragmented media landscape effectively. Kantar’s Gonca Bubani highlighted that with the convergence of broadcast and streaming services, the distinction for viewers is virtually nonexistent, necessitating more holistic planning regarding TV advertising investments.
These evolving dynamics underscore the necessity for brands and marketers to adopt innovative strategies to maintain their market position in a landscape increasingly influenced by AI technologies, regulatory scrutiny, and shifts in consumer behaviour across digital platforms. As the media landscape transforms, these trends will play a critical role in shaping both immediate tactics and long-term strategies in marketing.
Source: Noah Wire Services