Top 8 Advertising Trends in 2025

The year 2025 has brought a wave of transformative changes to the marketing world.

Artificial intelligence is changing the way brands connect with consumers. At the same time, new advertising trends emerge across digital platforms.

In this chaotic environment, marketers face both exciting opportunities and complex challenges.

Consumer expectations have reached new heights, with audiences demanding personalised, authentic experiences across every touchpoint. Meanwhile, technological advancements continue to blur the lines between online and offline marketing approaches, creating new opportunities for creative campaigns and data-driven strategies.

Read on to discover the eight top advertising trends that are transforming how businesses reach, engage, and interact with their target audiences in 2025.

1. AI-Powered Personalisation Takes Centre Stage

Artificial intelligence has moved beyond simple automation to become the backbone of sophisticated marketing personalisation.

In light of this, it is estimated that global market revenues for using AI in marketing will exceed USD 107 billion by 2028. This demonstrates the technology’s growing impact on campaign effectiveness.

Generative AI tools help marketers create highly targeted content at scale, from personalised email campaigns to dynamic product recommendations. The technology analyses consumer behaviour patterns, purchase history, and browsing data to deliver precisely tailored messaging that resonates with individual preferences.

Smart AI tools are also enhancing creative processes, allowing teams to generate multiple ad variations, test different messaging approaches, and optimise content performance in real time.

The shift towards AI-driven personalisation is particularly evident in digital advertising, where machine learning algorithms refine targeting parameters to maximise ROI.

For businesses seeking to implement AI-powered strategies, partnering with specialists in DOOH (Digital Out-of-Home) advertising can offer valuable insights into how artificial intelligence is revolutionising traditional outdoor advertising approaches.

2. Retail Media Networks Expand Their Reach

The retail media landscape is experiencing unprecedented growth. RMNs (Retail Media Networks) are becoming essential channels for reaching consumers at critical decision-making moments.

According to Forbes, these networks operate similarly to traditional media properties, using their own digital platforms to sell advertising space to brands. However, unlike conventional media outlets, retailers have direct access to customer purchase data.

This first-party data provides deep consumer insights that are increasingly difficult and costly to obtain elsewhere. It allows retailers to help advertisers optimise their spending, ensuring more effective and targeted campaigns. 

RMNs (Retail Media Networks) offer unique advantages, including access to purchase intent data, closed-loop attribution, and the ability to influence consumers during their shopping journey.

The expansion of retail media networks extends beyond traditional e-commerce platforms to include in-store digital displays, mobile apps, and connected TV advertising. This omnichannel approach allows brands to maintain consistent messaging across multiple touchpoints, from initial product discovery to final purchase.

Businesses seeking to leverage retail media opportunities should consider how Retail Media Networks can complement their online retail media strategies, creating cohesive brand experiences that bridge the digital and physical shopping environments.

3. Short-Form Video Content Dominates Engagement

Short-form video continues to capture audience attention across all demographics, with TikTok leading the charge in content consumption patterns. SociallyIn notes that TikTok boasts 1 billion monthly active users, with an average daily usage time of 95 minutes.

More than just providing entertainment, short-form videos can be developed and implemented to deliver educational content, product demonstrations, and behind-the-scenes brand storytelling.

Video advertising has evolved to accommodate shrinking attention spans while maximising engagement opportunities. Brands are investing heavily in video content that delivers value within the first few seconds, using compelling visuals and concise messaging to drive action.

The rise of video ads on various social media channels has created new opportunities for authentic brand connections. User-generated content campaigns are particularly effective, as they leverage the authenticity and creativity of real customers to build trust and drive engagement.

Gen Z and Millennials are driving this trend, with both demographics showing strong preferences for video content over traditional text-based advertisements. Such a shift is influencing media ad spend allocation, with many brands redirecting budgets from static display advertising to dynamic video formats.

4. Omnichannel Marketing Becomes Essential

Omnichannel marketing has transitioned from a buzzword to a business necessity, as consumers expect seamless experiences across all digital media.

Modern consumers interact with brands through multiple digital channels, including social media, websites, mobile apps, and physical locations. Successful marketers are developing strategies that ensure consistent messaging and personalised experiences across every interaction point.

The convergence of digital media and traditional advertising channels requires sophisticated campaign coordination. Brands must balance their presence across various platforms while maintaining coherent brand narratives that resonate with diverse audience segments.

B2B companies are particularly benefiting from omnichannel approaches, as they can nurture leads through extended sales cycles using targeted content across multiple platforms. This comprehensive approach enhances campaign effectiveness and provides more accurate consumer insights for future marketing initiatives.

For businesses looking to implement comprehensive omnichannel strategies, exploring Out-of-Home (OOH) advertising options can provide valuable offline touchpoints that complement digital marketing efforts.

5. First-Party Data Becomes Marketing Gold

The deprecation of third-party data has elevated first-party data to unprecedented importance in marketing strategies. 

In his post for Forbes, Jose Antonio Martinez Aguilar, CEO of Making Science, considers this transition a golden opportunity for businesses to build stronger, data-driven relationships with their customers.

He states that:

“The long-anticipated cookie deprecation on Google Chrome is set to alter how e-commerce businesses fundamentally target and engage with customers. While some see this change as challenging, I believe it presents a golden opportunity for a data-driven future built on strong first-party data collection and ethical customer relationships.”

Marketers are developing sophisticated data strategies that comply with privacy regulations while maximising the value of customer information. This includes implementing transparent data collection practices and providing clear value propositions for data sharing.

First-party data collection strategies include:

• loyalty programmes
• newsletter subscriptions
• mobile app interactions
• website engagement tracking

Data collected from these strategies enables more accurate audience segmentation and personalised messaging that drives higher click-through rates and conversions.

6. Social Commerce Revolutionises Shopping Experiences

Social platforms have evolved into powerful commerce engines. In fact, they are already transforming how consumers discover and purchase products.

The integration of shopping features directly into social media experiences eliminates friction in the customer journey.

Influencer marketing has adapted to this shift, with influencer partnerships now focusing on direct product sales, in addition to brand awareness. These collaborations leverage the trust and authenticity that influencers have built with their audiences to drive immediate purchasing decisions.

The rise of social commerce is particularly evident in mobile gaming integrations, where brands create interactive shopping experiences within gaming environments. Such an approach captures audience attention during high-engagement moments and creates memorable brand interactions.

7. Sustainability Marketing Gains Momentum

ESG (Environmental, Social, and Governance) considerations are increasingly influencing consumer purchasing decisions and brand loyalty.

A survey by McKinsey found that 78% of U.S. consumers view sustainability as a priority, with over 60% willing to pay a premium for products featuring eco-friendly packaging.

The study also found that products incorporating multiple ESG-related claims, spanning six key sustainability themes, experienced growth rates nearly double those of products with only a single ESG claim.

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets

Marketers are developing authentic sustainability narratives that resonate with environmentally conscious consumers across all demographics.

Global trends show that brands are moving beyond superficial green marketing to implement genuine sustainability practices that they can communicate credibly.

These include:

• supply chain transparency
• carbon footprint reduction
• social responsibility initiatives that align with consumer values

The trend also includes advertising materials and media choices, with many companies opting for sustainable outdoor advertising options that minimise environmental impact while maintaining campaign effectiveness.

8. Privacy-First Marketing Strategies

More and more brands are developing strategies that respect consumer privacy while maintaining effective advertising capabilities.

Third-party cookie alternatives and privacy-compliant targeting methods are becoming standard practice. Included in such approaches are contextual advertising, cohort-based targeting, and enhanced conversion tracking that doesn’t compromise individual privacy.

The shift towards privacy-first marketing is influencing ad strategies across all channels, from programmatic display ads to social media platforms. Marketers are learning to balance personalisation with privacy protection to maintain consumer trust while boosting their ad revenue.

This trend is particularly relevant for digital ad campaigns, where traditional tracking methods are being replaced by more privacy-conscious alternatives that still provide valuable performance insights.

Conclusion

The marketing landscape of 2025 presents both challenges and opportunities for brands willing to adapt to emerging trends. From AI-powered personalisation to privacy-first strategies, successful marketers must strike a balance between technological innovation and authentic consumer connections.

The eight key trends identified in this post represent fundamental shifts in how businesses approach marketing. As the year progresses, these trends will continue evolving, influenced by technological advances, changing consumer behaviours, and regulatory developments.

Marketers who stay informed about these changes and adapt their strategies accordingly will be best positioned for long-term success.

For businesses seeking to effectively implement the latest marketing trends, partnering with experienced advertising specialists can provide valuable guidance. Contact our specialist team to explore how these trends can be integrated into your marketing strategy for maximum impact!

Frequently Asked Questions

How much should businesses invest in AI marketing tools for 2025? 

While investment amounts vary by company size and objectives, industry research suggests that businesses allocating 15-25% of their marketing budget to AI tools see the most significant returns. Start with pilot programmes to test effectiveness before scaling investments.

What metrics should marketers track to measure omnichannel success? 

Key metrics include customer lifetime value across channels, attribution modelling for cross-channel interactions, and unified customer journey analytics. Focus on metrics that demonstrate how different channels work together rather than in isolation.

How can small businesses compete with larger companies in retail media? 

Small businesses can leverage niche targeting capabilities, local market knowledge, and agile campaign optimisation to compete effectively. Partner with local retailers and focus on highly specific audience segments where larger competitors may struggle to achieve efficiency.

What are the biggest privacy compliance challenges for marketers in 2025? 

The primary challenges include navigating varying international privacy regulations, implementing consent management systems, and developing effective first-party data strategies. Regular compliance audits and legal consultation are essential for sustainable marketing practices.

How do sustainability marketing efforts impact brand perception? 

Authentic sustainability initiatives can significantly enhance brand perception, particularly among younger consumers. However, “greenwashing” or inauthentic efforts can damage your brand reputation. Making a genuine commitment to sustainable practices is essential for marketing success.