The advertising industry is undergoing significant transformations as we enter 2025. Recent market movements and emerging trends are reshaping the landscape, driven by consumer behavior shifts, technological advancements, and regulatory changes.
One of the key trends is the rise of Retail Media, also known as Commerce Media, which is expected to account for 60% of incremental digital ad spending by 2028[1]. This shift is driven by non-retail companies leveraging audience data in new ways, empowering advertisers with better targeting, personalization, and attribution capabilities.
Connected TV (CTV) advertising is another area experiencing rapid growth. With 84% of households subscribing to one or more streaming services in 2024, CTV has become essential for reaching on-demand audiences[1]. Advertisers are shifting their ad dollars to explore different channels and platforms, with 83% agreeing to diversify their spending in 2025.
Artificial Intelligence (AI) is also playing a pivotal role in shaping the advertising industry. AI-driven solutions are reducing costs and increasing the speed of output, with 96% of advertisers believing AI will have a major or moderate impact on advertising and marketing[1]. AI is expected to revolutionize media mix modeling, measurement, and creative optimization.
Consumer behavior is also undergoing significant changes. Consumers are increasingly embracing AI when making purchases, with 56% of online shoppers expressing comfort in using AI-integrated tools to buy products and services[3]. Ad-supported streaming is becoming the norm, with consumers spending an average of 34 more minutes watching online TV and streaming per day than they did 10 years ago[3].
In response to these challenges, industry leaders are adopting an investor mindset, focusing on long-term ROI and value creation. Companies like United Airlines have successfully invested in branding during uncertain times, experiencing growth in passenger numbers and miles flown[2]. Best-in-class companies are unlocking 2 to 5% of growth by rethinking their marketing investments and leveraging automated creative capabilities[2].
Regulatory changes, such as expanded consumer privacy requirements, are also impacting the industry. Marketers must adapt to these changes, prioritizing data privacy and adopting the latest AI technologies[5].
In conclusion, the advertising industry is undergoing significant transformations driven by consumer behavior shifts, technological advancements, and regulatory changes. Industry leaders are responding by adopting an investor mindset, diversifying their ad spend, and leveraging AI-driven solutions. As we enter 2025, it is essential for advertisers to stay agile and open to exploring new platforms and technologies to capitalize on emerging trends and stay ahead of the competition.
This content was created in partnership and with the help of Artificial Intelligence AI
