Big things are happening within the media industry right now and global media ad spend is on the rise. These changes mean the way people watch TV, use the internet and experience ads on both platforms are changing too.
Media professionals, marketers, and content creators all need to stay abreast of these changes so they can keep pace with the coming storm and continue to stay relevant in 2025 and beyond. The good news is you can find out about all the latest trends below.
Media Trends to Watch in 2025
Expansion of Owned Media Networks
The first media trend you need to keep your eyes peeled for in 2025 is the expansion of owned media networks. What this means is that instead of relying solely on platforms like social media brands will be creating and using their own media ecosystems much more to reach their target audience. Examples of the types of owned media you can expect brands to use within their networks include blogs, podcasts, and video content hubs.
The major benefit of brands using their media networks is that it allows them to engage with their target audience directly. This means there is no need to stick to the rules a third-party platform sets, and no fear their content will be removed if they don’t stick to these rules either.
The Rise of Connected TV (CTV)
Another media trend in 2025 to watch out for is the continued rise of connected TV. Indeed Emarketer suggests that “By 2026, CTV will account for 20.0% of time spent with media per day by adults in the US, compared with 11.5% in 2020.”
Connected TV refers to consumers watching TV via streaming platforms and apps, rather than the more traditional cable version. The critical benefit that CTV offers over cable TV is that it provides the opportunity to target ads via household-level data to the families who are watching it. This creates a more personalised experience adding value for the customer and increasing conversions for the advertiser.
In the future, it’s also likely that we’ll see a further blending of content and commerce on CTV, including shoppable videos and ads that are interactive.
Dominance of Digital Out-of-Home (DOOH) Advertising
Digital billboards and signage are increasingly being used in more spaces outside of the home including urban areas, transit systems, and retail spaces. The ads that are shown on this digital screen are not only more engaging but can be changed depending on the audience’s most likely needs.
Indeed, due to advancements in programmatic technology which enable dynamic, real-time updates to DOOH campaigns, you may see a breakfast ad in one spot in the early morning, but then see that it switches to a toy ad in the same spot when it’s time for the kids to travel home from school.
AI-Driven Personalization Across Channels
2025 will also see a great deal more personalisation across all media channels including streaming services and ads. EY highlights that it will be AI that mediates them, ensuring ads are as targeted as possible.
While this is excellent news for brands and advertisers, it needs to be handled sensitively and in a balanced manner. Otherwise, consumers may raise ethical concerns including that their privacy is being invaded for commerce.
Immersive Experiences in AR, VR, and the Metaverse
The use of augmented and virtual reality to create unique, interactive media experiences will also increase in 2025. A specific example of this is Metaverse enabling media companies to explore new storytelling formats where customers can experience a brand’s story first-hand as if they were actually there.
Earlier this year Meta showed off their new augmented reality glasses — Orion. This is the result of years of financial investment and collaboration with Ray-Ban. Meta’s obvious deep commitment hints that augmented reality and virtual reality will be transitioning from the innovator stage to the mainstream in the near future.
Evolving Role of Short-Form Video Content
We all love shorts and this trend does not seem to be going anywhere. It’s only likely to increase in 2025 with the further growth of platforms like TikTok, YouTube Shorts, and Instagram Reels.
Make sure your short-form videos are appealing by using strategies like starting with a hook that grabs people’s attention, using bright colors, music and text, and finding out what your intended audience likes and giving it to them. Be sure to finish with a twist so people will want to watch more of your content too!
Increasing Integration of Media and Commerce
Another media trend in 2025 that media professionals, marketers, and content creators all need to be aware of is the continuing integration of media and commerce. This will be evidenced by the growth of shoppable content in videos, live streams, and social media posts, which means consumers won’t need to click away from the content they are watching to buy an item.
For example this year TikTok expanded their Shop into the UK and launched their ‘For You Days’ with a week of discounted products to encourage users to partake in the new ability to buy on their platform. It was a dream come true for Brits who love shopping and social media as they were spoilt with great offers on brands like L’Oreal Paris, Sweaty Betty and Sage. This will surely be a rapidly evolving space that will see more investment in 2025.
Challenges in the Media Landscape
Some challenges will come with this brave new world of media in 2025. The first of these is that brands run the risk of oversaturating their audience with ads. This can lead to ad fatigue and eventually a breakdown of trust between brands and customers.
Next, brands and all those operating in the media space need to ensure they stick to privacy regulations even while providing more personalised experiences. This could be a real challenge as these regulations are set to become ever stricter than they are now.
Lastly, those of us working in the media need to make sure that these innovations work equally well for all, and that no one is left out.
Predictions for the Future
In the future, we will see an increased building of digital and traditional media into an easy and overarching experience.
Also, consumers will expect interactivity, value and convenience in their media consumption and will gravitate to the outlets that best provide this.
Conclusion
Media is set to transform in many critical ways in 2025. Brands, media companies, and advertisers must embrace these changes and continue to innovate to stay relevant in this evolving media landscape.
Need a little help from the experts, then find out more about ADvendio here.
Originally posted on ADvendio.com on the 14th of December 2024.
