As we approach 2025, the business landscape is bracing for changes in marketing and advertising driven by technological advancements, economic shifts, and evolving consumer preferences. From the impact of artificial intelligence to shifts in advertising costs, brands are navigating a complex digital environment. Here’s a look at the trends that will shape marketing in 2025 and how businesses can adapt for growth.
Rising Advertising Costs on Key Platforms
Advertising costs on popular platforms like Meta and Google are expected to continue rising in 2025. As more brands allocate budgets to digital advertising, competition for premium ad placements has intensified. Higher CPMs (cost per thousand impressions) are becoming the norm, especially for the most visible spots, such as top Google search results or prime placements on social media feeds. For businesses, this means two things:
- Prioritize High-Intent Keywords: For brands using search advertising, focusing on high-intent keywords that drive conversions will be essential. While these keywords come with a premium, they often yield better ROI.
- Explore Alternative Platforms: With advertising costs rising on Meta and Google, businesses may find better value in emerging or underutilized channels, like connected TV (CTV), programmatic display, and native ads, which offer lower CPMs and targeted reach.
The Growing Role of Connected TV (CTV) Advertising
Connected TV has been gaining traction, and 2025 could be a breakout year for this medium, especially for smaller and mid-sized businesses. CTV advertising allows businesses to reach audiences watching streaming content on smart TVs, tablets, and mobile devices. Key advantages of CTV advertising include:
- Enhanced Targeting: CTV offers precise targeting options, similar to digital ads, enabling brands to focus on specific demographics and interests.
- Cost-Effective Reach: Compared to traditional TV advertising, CTV is accessible to smaller budgets, allowing businesses to get in front of their local audience without the high costs associated with broadcast television.
AI-Driven Creativity and Content Creation
Artificial intelligence has been integrating into the creative process across various platforms, including Adobe, Canva, and HubSpot. While AI in design and content creation won’t fully replace creative professionals, it’s transforming how quickly and efficiently they can deliver projects. Here’s how businesses can leverage AI in 2025:
- Enhance Efficiency: AI tools can generate drafts, ideas, and even polished visuals, reducing the time designers spend on routine tasks.
- Focus on Purpose-Driven Content: Successful designers and marketers will focus on purpose and intent behind each creative piece, using AI as a tool to support strategic goals rather than relying on it for full autonomy.
The key to using AI effectively will be combining human insight with machine efficiency. For example, designers can use AI to quickly iterate concepts and then apply their creative judgment to refine the final product.
The Shift Toward Programmatic Advertising
Programmatic advertising, including display, audio, and native ads, is becoming more accessible and attractive to businesses seeking lower-cost alternatives to Meta and Google ads. Programmatic advertising leverages automation to buy and place ads in real time, allowing brands to reach specific audiences without the high costs associated with major platforms. In 2025, expect more brands to experiment with programmatic advertising, especially if costs on traditional platforms continue to rise.
- Greater Flexibility and Reach: Programmatic ads allow brands to reach users across various sites and platforms, providing a balanced approach to advertising.
- Conversion Tracking and Retargeting: With programmatic, businesses can track conversions and retarget interested users, enhancing the overall effectiveness of campaigns.
Evolving Creative Trends and Platform-Specific Content
In recent years, the importance of platform authenticity has grown. Platforms like TikTok have cultivated specific creative styles—often emphasizing authenticity over high production quality. In 2025, brands should focus on the following creative trends:
- User-Generated Content (UGC): UGC-style content has become a trusted format for showcasing products and building consumer trust. However, as more brands adopt this style, audiences may become savvier about spotting “fake” UGC, or content created by influencers rather than actual users. Brands should aim to incorporate genuine testimonials and reviews to retain credibility.
- Diverse Creative Formats: With platforms continually evolving, brands need a variety of content formats to maintain platform authenticity. Experiment with different styles, from short-form videos on TikTok to longer, informative posts on LinkedIn, tailoring each piece to the specific platform and audience.
Economic Factors and Strategic Flexibility
Economic uncertainty has many brands considering how to budget for 2025. The economy plays a significant role in advertising costs, as downturns often reduce competition and open up advertising space at lower prices. For businesses, this means preparing to adapt quickly to economic shifts. Brands that stay agile in their marketing and are ready to capitalize on lower advertising costs during downturns will have an advantage.
- Consider Counter-Cyclical Opportunities: Brands that remain aggressive with advertising during economic dips often capture greater market share when competitors pull back.
- Focus on Essential Marketing Channels: Rather than cutting budgets across the board, focus on high-ROI channels and tactics that continue to drive value regardless of economic conditions.
Connected Customer Journeys with AI and Retargeting
As AI and automation improve, brands have more tools to create seamless customer journeys. Retargeting will continue to play a crucial role, helping brands stay connected with users as they move through the marketing funnel. Key tactics for 2025 include:
- Integrated Retargeting Across Platforms: Retargeting audiences across multiple channels, from display ads to social media, ensures brands stay visible and encourages repeat engagement.
- Enhanced Personalization: With AI, brands can segment audiences more precisely and create personalized ad experiences based on user behavior, preferences, and buying intent.
Final thoughts: Preparing for Marketing in 2025
The future of marketing will be shaped by rising advertising costs, AI integration, and new avenues for reaching audiences through connected TV and programmatic advertising. By staying agile and willing to adapt, businesses can leverage these trends to drive growth and stay competitive. Brands that embrace a mix of high-quality creative content, new technology, and flexible strategies will be well-positioned to thrive in 2025 and beyond.