The flying cars, giant holograms and lab-crafted “replicants” might have seemed way too futuristic to imagine hitting our world any time soon, but the underlying idea that artificial intelligence and immersive advertising could shape our environment and behaviour? That’s already here. And as these emerging adtech trends for 2025 show, they’re revolutionising the way brands like yours can interact with your audience and optimize digital advertising spend, too.
The programmatic advertising industry is set for big changes in 2025, with consolidation being a major trend. Programmatic advertising reached $1 trillion in 2024, and global ad revenues are expected to keep growing into 2025.
Let’s take a look at seven major advertising trends on the horizon.
Trend 1. AI Is Everywhere
According to a report by Grand View Research, the global AI advertising market will surpass $1,811 billion by 2030.
In 2025, AI will still be a major force in digital advertising: 86% of companies are already using AI or are planning to. But with big opportunities, AI brings many challenges. More than half of businesses say AI is their biggest hurdle in digital advertising. We’ll also look at AI agents and how AI is shaping eCommerce and ad campaigns.
Also, AI agents are becoming even more important. Some are already handling tasks like audience targeting, bid optimization, and content creation. In the future, they could take on more routine work. But for now, human oversight is still needed, especially for creative and strategic decisions. Companies that start using AI agents early can work more efficiently while staying flexible for what’s next.
AI, together with machine learning, is also widely used for automation. Automation in Google Ads, especially through Performance Max, is making campaign management easier.
To get the best results and stand out, it’s important to separate brand and generic campaigns and optimize your feed. Broad match keywords with smart bidding can help you reach more people, but you’ll need to monitor them regularly to make sure you’re targeting the right searches. By using quality data and managing campaigns well, you can see better results and stay ahead of the competition.
Expert Tip: Don’t follow every AI trend just because it’s new. Instead, focus on how AI can save you time and make your work easier.
Trend 2. CTV Advertising: Big Growth Ahead in 2025
CTV advertising is set for major growth in 2025, with streaming platforms driving the shift. Projections show CTV ad spending will hit $34.49 billion, a 23.2% increase from 2024. This growth is fueled by more cord-cutters and the rise of ad-supported streaming services, with 82% of U.S. households expected to have CTV access by 2025.
Advertisers are investing more in CTV due to its precise targeting and measurable ROI, making it a key player in digital advertising.
Expert Tip: Tap into CTV advertising to reach a growing audience with better targeting and clearer results.
Trend 3. Search Leads, Social Ads Rise
In 2025, search engines will still be at the top of the priority list for many companies. In B2B marketing, paid and organic search are the best-performing channels for 46% of companies, while in the B2C sector, 55% rely on this combination.
What’s interesting is the growing shift toward social ads. B2B companies are increasingly focusing on LinkedIn, while platforms like Facebook and Instagram are becoming more important for B2C marketing.
Expert Tip: Balance your strategy. Combine search and social ads to reach your audience at different touchpoints and maximize results.
Trend 4. DOOH: The Future of Outdoor Ads
Out-of-home (OOH) advertising is growing fast, with global spending expected to hit $68 billion by 2029. Digital out-of-home (DOOH) will make up 44% of that, and in 2025 alone, programmatic DOOH spending will top $1 billion. This shift is changing how brands reach high-value audiences in places like airports, business districts, and luxury malls.
With AI-powered targeting, DOOH helps brands connect with the right people at the right time. New tech like geo-targeting, retail media, and 3D ads will make DOOH even more effective in 2025, creating fresh opportunities for advertisers.
Expert Tip: Use DOOH’s smart targeting and eye-catching formats to engage audiences in the right place, at the right moment.
Trend 5. Hyperpersonalization: Unique Experiences for Customers
AI upgraded the basic personalization that used to focus on demographic data. Now, hyperpersonalization goes further by using AI and real-time data to create tailor-made experiences for customers. Predictive analytics and dynamic content play a key role here.
Companies that consistently implement hyperpersonalization benefit from increased engagement, higher customer satisfaction, and long-term brand loyalty.
Expert Tip: Use AI and real-time data to create experiences that feel personal and keep your customers coming back.
Trend 6. From Third-Party Cookies to First-Party Data
With the gradual phase-out of third-party cookies, first-party data is becoming more and more of a focus in digital marketing. Companies must focus more on the data they receive directly from their users to make targeting more precise and experiences – more personalized.
First-party data offers significant advantages: it’s more compliant with data protection regulations when obtained with proper consent, and it helps build trust with users through transparency.
To make the most of this data, tools like customer data platforms (CDPs) and identity resolution are crucial. These tools help companies create detailed customer profiles and run targeted campaigns. Solutions like Enhanced Conversions also allow secure use of first-party data on platforms like Google by keeping data private. The main challenge is managing this data effectively and in line with privacy rules.
Expert Tip: Use first-party data to build trust with customers and make sure you’re managing it in a privacy-friendly way.
Trend 7. Retail Media Networks: The New Ad Powerhouse
Retail media is quickly becoming a major player in advertising. By 2025, Retail Media Networks (RMNs) will expand into industries beyond retail, with global ad spend expected to top $150 billion.
The secret to their success? First-party data that helps businesses target customers based on what they buy. These networks aren’t just for retailers anymore—healthcare, travel, and automotive industries are getting involved too. In the UK, retail media is set to grow significantly, with ad spend predicted to exceed £3 billion in 2025, driven by big names like Amazon Ads, Tesco, and Boots.
Expert Tip: Even if you’re not selling directly on platforms like Amazon, you can still use their rich data to target the right shoppers and boost your ad efforts.
Final Word
So there you have it: what the future holds for 2025. Advertising and marketing are getting more efficient and more evidence-backed. Automation will continue to replace non-strategic roles. AI and Machine learning are deepening data insights, making it harder than ever to justify relying on gut instinct to create campaigns. Content is getting shorter and snappier – more focused on maximizing audience engagement than communicating long-winded brand messages that don’t get watched or read.
In the coming year, many companies will focus on increasing efficiency and making the best use of their resources. Success requires smart investments in the right knowledge and tools.
Don’t chase every new tool. Focus on the strategies that align with your goals and deliver real impact.
These are the big takeaways you can’t afford to ignore… and for brands that fail to keep up, don’t be surprised if your job is taken over by a replicant in a flying car a few years down the line!