Expert Insights on Marketing in the Face of 2025

Positive Outlook for 2025 and Beyond

Despite economic challenges, experts are optimistic about the future of marketing. Nearly a quarter of companies plan to increase their ad spend, with direct marketing expected to catch up with events.

"The post-Autumn Budget rebound was a shallow one, indicating that companies trod carefully." - Joe Hayes, S&P Global Market Intelligence

Publishers Need to Take Control of Their Data

As traditional media spending declines, publishers need to prioritize their data and collaborate with advertisers to provide insights. This will drive increased demand and revenue across the industry.

"It's time for publishers to take control of their data and start utilizing it effectively." - Elizabeth Brennan, Permutive

Efficiency and Climate Concerns Drive Innovation

Amid budget pressures and sustainability goals, agencies are seeking ways to "do more with less." AI plays a crucial role in identifying carbon-optimized supply paths and inventory.

"Through this technology, we can identify carbon-optimized and KPI-friendly supply paths and inventory at the touch of a button." - Michael Hanbury-Williams, Greenbids

Omnichannel Shopping Reshapes Advertising Strategies

While high street retailers faced challenges, omnichannel shopping has surged. This trend is expected to shape advertising strategies through 2025 and beyond.

"What's interesting is that high street retailers didn't have a brilliant time, with footfall down in physical stores. It seems shopping has shifted online with brands now doubling down on omnichannel to capture consumer attention where it matters most." - Ellie Lane, Quantcast

Automated Solutions Meet Balancing Act

With budget pressures and signal loss, automated solutions are gaining traction. Buyers need scalable options that enable precise targeting while maintaining scale and brand safety.

"With the continuing challenge of signal loss, buyers need scalable options that don't involve chasing a smaller pool of accessible inventory." - Joseph Worswick, OpenX

Prioritize Efficient and Transparent Platforms

Marketers should focus on platforms that offer transparency, control, and effective supply chains. This will ensure efficient operations and enhanced digital advertising effectiveness.

"Businesses should prioritize efficient, transparent platforms that enable more effective supply chains." - Emma Newman, PubMatic

Strategic Investments in a Fragmented Landscape

Despite the cautious outlook, marketers should seize the opportunity to make strategic investments, particularly in technologies that minimize media waste and maximize effectiveness.

"Now is the ideal time for marketers to capitalize on the increased budget and make strategic investments." - Phil Acton, Adform

Video Advertising Remains a Powerhouse

Despite a slight pullback in Q4 2024, video advertising continues to grow. Streaming formats are expected to reach record highs in 2025, offering opportunities for storytelling and audience engagement.

"Video advertising remains a powerhouse, providing unparalleled opportunities for storytelling and audience engagement." - Ed Wale, LG Ad Solutions

Data Collaboration to Drive Efficient Marketing

Ensuring media plans run efficiently is crucial. Marketers should invest in data collaboration solutions to gain a complete view of the customer and maximize targeting, planning, and outcomes.

"In today's increasingly fragmented digital landscape, with over 100 significant identifiers now operating, we need advanced solutions to cut through the complexity." - Hugh Stevens, LiveRamp

Hyper-Personalization and AI Unlock Growth

Marketers are embracing AI to streamline workflows and create more tailored marketing campaigns. AI-powered bidding algorithms and personalized email campaigns drive increased efficiency and ROI.

"In today's landscape, hyper-personalization isn't a nice to have – it's the key to standing out." - Ryan Nelsen, StackAdapt

Tech Vendors Facilitate Effective Spending

Despite economic challenges, marketers are prioritizing budget growth. Tech vendors have an opportunity to develop solutions that enable marketers to spend more effectively.

"Marketers can refocus on increasing spend, while technology vendors have an exciting opportunity to develop solutions." - Jonathan Haines, Equativ

Attention as a Key Performance Metric

Brands are increasingly prioritizing attention as a key performance metric. Measuring the number of attentive seconds per thousand ad impressions helps marketers optimize campaigns for maximum impact.

"Every marketer knows that attention leads to action, but they assume that their campaigns get more attention than reality." - Mike Follett, Lumen Research

AI and Generative AI Transform Industry

AI and generative AI play a central role in innovation. Brands now have access to tools that enhance creativity, connect with consumers, and boost ROI. The potential for transformation in the industry is vast.

"As marketers focus on personalization and maximizing the impact of their budgets to drive brand engagement and recognition, this is an exciting time for the industry." - Marko Johns, Seedtag

Scaled Businesses with Data and Technology to Excel

In 2025, scaled businesses with their own data and technology will have a competitive advantage. Agencies will streamline operations and work with larger partners.

"The winners in 2025 will therefore be scaled businesses with their own data and technology." - Matthew Newcomb, Azerion