In the context of the rapid development of advertising technologies, the formation of new consumer habits and global changes in the media landscape, it is especially important to look ahead. Having studied foreign practices, analyzed successful cases of technological advertising platforms and based on our own experience, we have identified in this article the main trends that will determine the face of the advertising market already in 2025.
Original advertising
Nobody can be surprised by just a beautiful picture anymore. Advertising should affect the buyer’s feelings not only with its aesthetics, but also with the benefit it can bring to the end user. For example, to create weight loss ads “before” and “after” examples are used – such advertising is often placed on websites or in social networks. It evokes strong feelings and the user wants to follow the link to get to the site. Thus, traffic on sites quickly increases. Interactive elements, such as quizzes or polls, can also enhance user engagement by making the advertising experience more personal. Additionally, incorporating storytelling into ads also becomes more and more widespread. It helps establish an emotional connection with the audience, as a result the brand becomes more memorable. So that is why well-thought-out creative advertising can significantly boost conversions and brand loyalty.
Most of all, consumers like original, witty, bright, and memorable advertising. It is advisable to use recognizable characters, as well as children or pets, in advertising offers. Cosmetics and perfumes are especially well sold with the help of such advertising. And since advertising has long been an integral part of modern culture, it influences a person’s worldview, shapes their interests and preferences, and, ultimately, their picture of the world through a combination of symbols and images. Therefore, the use of original advertising allows a brand to become even more interesting to customers.
New places for advertisements
- Marketplaces as a mandatory media and performance channel. If the last year the placement of media formats on marketplaces was more of a cautious experiment, then in 2025 brands and agencies plan budgets for them as systematically as for social networks, OLV and search advertising.
- CTV and OTT advertising as a supplement to terrestrial TV. Interactivity, addressable targeting and measurability make Connected TV and streaming platforms a natural choice for video advertising along with classic television, where the share of the young audience is decreasing every year.
- Voice Advertising in Voice Assistants and Smart Devices. Advertising in the environment of voice assistants (for example, Siri), built into smart speakers, cars and other devices, will become a common practice. From a point of innovation for innovators, this format will turn into a mass channel that all major brands will reckon with. Moreover, advertising is expected to appear in IoT interfaces.
New technologies
- Attention-based advertising and new engagement metrics. Some advertising agencies will begin to offer attention metrics instead of simple impressions and clicks. Technological and measurable advertising platforms will sell inventory based on the real-time indicator of audience contact with creative. The mass character of this approach may be questionable, but the topic will definitely become more discussed, and the first successful cases will appear.
- Generative audio and video content. High-quality voiceovers and videos with synthetic personalities will become commonplace for many brands due to their production speed and low cost compared to studio work.
- Neuromarketing and biometrics in mass research. Emotional and physiological responses to advertising (tracking gaze direction, facial expressions, EEG, heart rate) will cease to be exotic. Brands will massively implement neuromarketing tools to understand audience reactions to content with maximum accuracy.
- Interactive Banners and Gamification-Infused Advertising. While gamification in advertising is currently used sparingly, this year we can expect a significant increase in the share of mini-games, tasks, and quizzes in advertising formats. This will be used to increase conversion and increase brand contact time.
- Stable-ID & Privacy-first advertising. The widespread adoption of targeting solutions without the use of third-party cookies, relying on first-party and second-party data, as well as Stable-ID from telecom operators, will become a standard approach to targeting and measuring advertising effectiveness, replacing outdated methods.
- Influencer Marketing with Advanced AI Influencer Selection. Bloggers and opinion leaders will increasingly be selected using AI tools that can find ideal influencers for a specific audience and KPI. By 2025, influencer marketing will become more science-intensive, systemic, and predictable.
Growth in the Use of Data Clean Rooms
The mass use of data clean rooms for the secure exchange of information between brands, platforms, and publishers will become a real necessity amid stricter regulatory requirements. In 2025, this will no longer be the preserve of advanced experiments, but will become standard practice. Companies will increasingly rely on these environments to analyze and share data without compromising user privacy. This shift will foster greater collaboration between industries while adhering to global data protection standards.
Today it is difficult to imagine a successful business without online promotion – everyone uses services: from catering and regular stores to large companies working on wholesale sales. To keep up with the times and successfully advance in the market, you need to understand current trends. Therefore, we hope that this article about what will develop in this area in 2025 will be useful to you.
